Times are Changing, But Traditional Media is Still on Top in a Digital World.
Digital media has come a long way since its conception and entrance onto the media platform; however, it doesn’t come close to the massive reach afforded by utilizing TV and/or radio.
While digital media consumption is continuing to gain momentum, what is really needed for an effective media plan is an integration of the BOTH digital and traditional media.
Consumer dissatisfaction with digital advertising has been on the rise and consumers are still using traditional media with regularity.
The integration is a necessity for an effective and efficient media mix for the client’s advertising budget. The need to approach consumers on multiple platforms is a fact that is here to stay and will continue to increase as new options are developed.
Digital Resistance of Late Adopters
In order to do both digital and traditional, you need a deeper understanding of your consumer’s buying behavior patterns.
The millennial consumers are much more dependent on the digital platforms for their media consumption.
Consumers are in a rapid ascent to cut the cable cord from the local cable providers and seek out alternate sources to view the cable network’s programming at a lower cost and independence from the monopolies that were once held.
Digital media consumption is typically expected and provides an excellent form of immediate updates on the world’s issues at hand.
There has also been a shift in the terrestrial radio listenership, while this tendency probably is more due to a desire to avoid the commercial interruptions and banter by the on-air personalities. Consumers prefer to create their own play list and stay true to their favorite music genre and/or artists as opposed to relying on the station’s playlists.
However, late adopters are leery of trusting the digital world because of its ability and tendency to track their digital footprint in hopes of influencing their buying behavior.
This is why you need the two platforms–to complement and reinforce your product or service’s presence to the consumers.
Benefits of Traditional Media
Traditional media (radio and TV) garners the highest reach of all of the current forms of advertising. It offers the opportunity to create an environment free from two-way interaction and data mining, where advertisers can promote the strengths and benefits from their goods and/or services.
In a recent study titled “Media in the Digital Age”, by researchers Les Binet and Peter Fields, Television and Radio had recall rates of up to 60 percent for consumer products and services.
Through live programming such as sporting events and first run programs, traditional media offers consumers entertainment and the opportunity to gain insight to the local issues and conditions that will affect the consumer’s daily routine (traffic and weather).
Use Digital for Analytics and Reporting
It’s important to hold media vendors accountable for the delivery of what was promised during the negotiation process as well as monitoring the analytics to better validate the effectiveness of the various components.
Data analysis removes some of the unknowns surrounding users’ identities. In the digital world, everything the connected user does is discoverable and that applys to traditional media, as well. Make sure that you are getting the analytics needed to continue to innovate your strategy.
For more helpful guidance on your media mix, schedule a one-on-one strategy session with one of our marketing experts.