20 years ago, consumers gathered news and information in dramatically different ways than most consumers today. TV, radio, and physical publications now compete with the likes of online news platforms, social media, and other digital publications. However, while it may look like traditional media has lost relevance and popularity, it is still a helpful tool in reaching certain audiences. Though digital media seems to dominate, Quantus Creative is here to walk you through the pros and cons of digital vs. traditional media and explain how both are still important when it comes to marketing.
Traditional media consists of all media that existed before the internet. This includes radio, television, magazines, newspapers, and billboards. While these forms of media tend to be more costly than the alternative, they are also more tangible(think about flipping through a magazine and smelling the perfume samples) and more trustworthy. A 2020 study showed that 53% of respondents trusted traditional media more to provide information and news, while only 35% found social media trustworthy. Additionally, traditional media is an effective way to reach older audiences or decision makers in particular fields. By advertising in business publications, brands who would like to target CFO’s, CEO’s or business owners can streamline their marketing efforts and reach their specific audience.
Digital media is, as you’ve probably guessed, related to the internet and mobile devices. This includes social media, digital publications, and websites. According to Statista, the average time Americans spend with digital media is expected to reach a whopping 8 hours by 2025. The benefits of digital media include its cost-effectiveness, the ability to access media instantly, and the opportunities for engaging content. However, digital media can also result in content overload. Users see ads for different products and brands every time they log on to the internet, which can make it difficult to stand out and be remembered. Additionally, brands could be missing out on reaching certain demographics. For example, many users 50+ don’t use social media daily, so it’s important not to discount other forms of media in order to expand your reach.
Overall, which media you use depends on your campaign and your audience. Be sure to perform market research diligently in order to determine the best fit for your brand.