We at William Joseph are constantly being asked which is more important when it comes to devising a successful marketing plan: traditional or new media? We always have the same answer: both.
There’s no denying that technology has had a massive impact on how we reach customers and how customers find the things they’re looking for, but underestimating the value of traditional media in your overall marketing plan could be a big mistake – depending of course on what you’re selling and who you’re trying to sell it to.
Think of traditional media and new media as boxers in a ring. In the red corner there’s the longstanding World Heavyweight Champion, Traditional Media – a fighter that packs a solid and time honoured punch. And over in the blue corner there’s the young contender, New Media – agile, savvy, fast footed and great at quick jabs. Traditional Media used to be untouchable, hammering home knockout punches time and time again. But in recent years, New Media has become a worthy opponent, throwing highly effective shots to Traditional Media’s side. Traditional Media can still pull off wins, but not always. Sometimes New Media steps up and delivers a hit that Traditional Media just can’t compete with anymore.
So what does this mean for your business’s marketing plan? It means you’ve got to know which fighter your target market is a fan of.
Traditional media sources like TV, radio, billboards and print ads definitely still have reach, but you have to be very clear on whether these tactics are going to deliver the kind of punch you need them to and very specific in terms of which sources to use. Consumers are becoming more and more autonomous when it comes to what they watch, read and listen to. On demand TV, customized playlists, online news sources and video channels like YouTube have made it necessary to be very targeted with traditional media choices, unless your market is entirely old school consumers.
We’re at a point in time where virtually everyone is online, so new media tactics like websites, digital ads, mobile apps, social media platforms and online videos are an essential part of any marketing strategy. Basically, you can’t not have new media if you want to attract new customers and generate sales. That said, new media sources tend to be most effective when strategically partnered with select traditional media outlets in a thorough and well thought out marketing plan. How else can a broad group of consumers find out about you in an expedient way? The billboard ad you put up drives people your website, and the radio ad you’ve got running during the end of day commute makes listeners look for your YouTube channel once they get home. See what we mean? When correctly balanced and properly executed, the fight between Traditional Media and New Media becomes more like a dance, with each contender bobbing and weaving their way to a tie, as voted by unanimous decision.
We get that it can be confusing – which is all the more reason that a well thought-out, smart marketing strategy is imperative when it comes to marketing your organization.
Want to find out what combination of new and traditional media is perfect for your business’s marketing endeavors? The team at WJ is just a phone call away.