Traditional Media Vs New Media- Whose side are you at?
We are undeniably at the age of digitalization, where smart
and connected technology has become an integral part of daily lives. With that,
most of us are glued to our phones- which explains the overall effectiveness of
mobile marketing that I discussed in Mobile Marketing- Is it essential?. Hence,
are we able to make assumptions that expenditure on Traditional Media which
includes Outdoor Marketing, Printed, Television and Radio Advertising are a
waste of money?
I would say it depends- depending on your target audience
that you wish to communicate your value to. For example, it would be least feasible
to solely rely on digital marketing if your target audience are of the older demographics
as they do not access to online platforms as much compared to millennials. Studies shows that they are showcasing resistance to technology as they perceive technology as arduous and time consuming, resulting it to be a put off for them.
With
that, it is essential for marketers to comprehensively analyse their target
audience’s behavioural patterns and consumption habits and align that closely
with their marketing campaigns instead of blindly jumping into the bandwagon of
what is popular.
Hence the next step for a successful Integrated Marketing Campaign is to ensure consistency with the
brand’s image. Simply imagine a Mercedes-Benz’s marketing campaign executed in bright
colour schemes such as fuchsia pink and pastel colours with s fluffy imagery. A
little eccentric for Mercedes-Benz isn’t it? Especially since they are known
for portraying a dark, classy and poise image.
Brand consistency is vital in gaining customers’ trust as it creates a perception
that the Brand’s product and services are held to a high standard. Followed up with clear value communication, these are essential elements in ensuring a successful marketing campaign launch. Viral Campaigns can be also be executed for an additional "Wow Factor" which I previously discussed in How to ensure a 100% success for your product launch-Through virality?.
With that, do you agree on my arguments that marketers will have to choose media platforms that aligns to their targeted demographics or do you think we should just focus solely on digital platforms as the “digital age” is upon us? Do share your opinions on this.
Good read, definitely agree that we have to ensure that proper target marketing and segmentation is done first before choosing the right mediums and marketing tools. It would surely be used to market massage chairs for old folks through digital marketing or something. I feel like digital marketing is just one form of marketing and in order to create a wholesome marketing campaign, a combination of traditional media tools should be used as well.
ReplyDeleteHi! Agree with you! Implementing the best of everything will be more beneficial for companies rather than solely relying on a certain tool.
ReplyDeleteI agree that marketers need to know their target market before choosing their marketing tools, and utilizing integrated marketing is a better option than focusing on just one type of media (traditional or digital) because that will ensure the maximum geographical reach for their products or services.
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