Understanding the difference between digital and traditional media is one of the key success factor. With increased level of digital marketing focus, we can’t underestimate the presence of digital media. Yet, knowing how and when to deploy traditional media is also important because both digital and traditional media are complimentary to each other, not just superior. So what exactly is digital and traditional media?
What is Digital media?
Digital media covers a broad scope of publishing. It is any media which can be found on an online format. The worldwide web broadens the opportunity for communication and with it brings a long list of advantages for digital media in marketing.
What is Traditional media?
Traditional media can be defined as outside the realm of the internet. Print and broadcasting media is the traditional way. Many traditional methods are still effective and do hold a place in society; But traditional media is continuing to shrink. Even if not directly challenged by digital media, traditional media is affected by the wider context of digital media.
The Advantages of Using Digital Media
Four major advantages illustrate the digital media strengths over the traditional media. It is important clearly understand each aspect; Each affects and improves the overall digital marketing strategy.
1) Measurable Engagement
2) Interaction Capability
3) Experience Advantage
4) Building Relationship
Digital media has the power to genuinely engage the consumer, it opens up the possibility to connect with them on a more personal and interactive level. This on a simplistic level can simply get a brand more noticed.
Rather than an ad being passive, digital media offers the possibility of an interaction. For example, rather than just seeing automobile ads, consumers can now digitally/virtually test-drive a car. Digital media is more than just a new platform – It transgress individuals private and public spheres; giving marketers more scope for successful advertisement. This higher level of active interaction can even bring a consumer in to the purchasing product process.
Digital media offers an experience. Interaction may provide a stronger connection between consumer and brand but it also allows for an experience to take place. Brands can now become personified, mirroring genuine human interaction. Now companies can become more like people on social media.
Digital media allows an ongoing relationship between customers and advertisements. When digital media is transportable, people tend to check their Facebook, Twitter, and Instagram. By becoming part of their everyday conversation through appearing on their newsfeeds or entertaining through a video ad on their commute, relationship is formed. Advertising can be in real time and reference a national event on Facebook more dynamic. If the relationship is positive, genuine interaction builds commitment and loyalty. Making digital marketing far more powerful.
Going beyond just the brand name, the consumers’ age, likes, interests and habits can all be used to deliver a more personal interaction. The deep level of knowledge on target consumer can be harnessed and form a genuine connection between brand and individual. Digital media also allows agencies to track key opinion leaders and top consumers are saying about the brand. It helps to measure the positive and negative sentiment of your brand.
Providing a genuinely useful app for your consumer to download and use can increase user engagement to your brand. Much more, your customers can interact with your brand regularly. This strengthens brand loyalty and embeds a brand in personal life. The ads reduces the interruption of your customers’ life.
By having personal and useful interaction with the brand, the digital ads become likable. A re-tweet on twitter, a reply on Facebook, an engaging video share on YouTube and an app download in your smartphone can all create a likable brand image. Rather than feeling bombarded with ads, the digital adverts can become integrated into consumers’ lives. Digital media can also improve customer service. This adds to a brand and consumer relationship. By allowing your consumers to post shipping or order information through Facebook or Twitter, a customer service team can respond to the customers in real-time and provide improved positive customer service experience.
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