Traditional and Digital Media: The Collaborative Campaign
By Denise Hesser, Director of Media, and Margaret M. Whitson, Senior Digital Media Strategist
The differences between traditional and digital marketing are simple: one focuses on media such as print, television and radio, while the other focuses on the web. The goals of the two, however, are very similar – attract customers, build awareness of your brand and create conversions.
In today’s digital age, it’s common for marketers to wonder if customers have given up print, radio and television. They haven’t. But they are using the internet in addition to these traditional channels. Rarely do consumers simply sit and watch TV anymore – a recent study by InMobi showed that 62% of mobile web users indulge in multi-screen activities while watching television. Consumers are utilizing a variety of digital devices at the same time.
The difference between the two mediums is the likelihood of inspiring the user to take action. When you see a magazine ad, you’re probably not going to immediately purchase the product or service being advertised – you’re going to finish reading the magazine first. The brand is top-of-mind, but your interaction is passive. An online ad allows consumers to click and start shopping immediately. By using both mediums, you catch the attention of a potential customer with a magazine ad or TV commercial and then deliver a call-to-action for the customer to engage with the brand’s digital channels. And as you receive messages from more and more “traditional” media outlets on your digital devices (hello, digital newspapers and magazines), the lines between traditional and digital media will begin to blur.
The power of collaboration is indisputable. By using a mix of online and offline strategies, you’ll reach a larger audience and reinforce your brand message. And a unified marketing message across channels in an extremely effective strategy for increasing engagement and creating conversions.