A highly debateable topic among marketing and advertising experts across all industries; has traditional media had its time? Do all companies need to shift across to predominantly digital platforms? Is digital media more cost effective than traditional media?
In my opinion there is no right or wrong answer to these questions, every demographic is different and requires a unique integrated marketing communications strategy.
Firstly, let me define what digital vs traditional media actually is. Digital marketing essentially refers to just about anything that happens through the internet. This can include apps, emails, SEO, social media, websites and more. Traditional marketing on the other hand is everything that is offline, think newspaper, radio, TV, point of sale and billboards.
In today’s market, when developing a successful business it is not enough to just have a high quality product and pick the right target market. You need to understand the needs and wants of that market not only in terms of what they want from your product, but how they want to hear about it, how they want it to look, and what the most organic form of communication is specifically for them. Businesses need to recognise the techniques that fit their demographic and use them to their advantage.
An example of a company which leveraged off their target demographics social media habits is Hi Smile Teeth. In four years 2 young Australians managed to turn a $20000 investment into a multi billion dollar business, solely from a well developed digital marketing strategy. This duo did all of their advertising in house, with no previous marketing experience and no agency help, by developing an in depth understanding of social media culture and how their target market is effected by it. They used a combination of social media platforms, but primarily focussed on Instagram and today have a following of 1.1 million people. The company started off using free social media marketing strategies, and have since then used paid media, including the use of influencers such as Kylie Jenner and Connor McGregor, to push their reach further.
Although solely relying on digital media worked for this company, and many others for that matter, there is still circumstances where traditional marketing has it’s place. Generally the strongest marketing campaigns involve an IMC plan, whereby they use a combination of the most effective traditional and digital medias for their market to create a cohesive strategy that works at a range of levels. For example, Dove launched the first ever interactive billboard in New York’s Times Square that encouraged people to vote on various topics related to natural beauty by texting a number. The screen showed live results. This was a creative way to incorporate both digital and traditional media and increased the overall exposure of the campaign.
So what do you think; is social media slowly killing traditional media? Or is there a time and place for both?