TRADITIONAL VS DIGITAL – WHICH WAY TO GO?
The world is slowly transitioning into a digital environment. Traditional media has began to integrate digital solutions to their business models, for example you can find a digital version of leading newspapers & magazines online, you can also stream almost all major television stations live on the internet. Many Kenyans also perform many of their daily tasks online including messaging, making calls, banking, shopping & payment.
Some of the factors that seem to favor digital media over traditional media include
Most Traditional media platforms leave very little room for interaction with audiences unlike digital media where brands can interact with their audiences in real time.
Advertisement on traditional media can be costly as compared to digital and require immense resources and input for example printing materials and hiring people to distribute them.
Measuring the results of your campaign on traditional media is often very difficult unlike digital media whose results can easily be measured and monitored as it a host of tools and features that can be used to analyze data hence you can easily determine your return on investment (R.O.I)
Traditional media reaches a broader audience which is however not indicative of your target audience whereas in digital media its possible tailor make your campaigns to reach specific demographics based on their characteristics e.g. gender, age, demographics and their location.
Most of the time traditional marketing reaches only a local audience whereas there is no limit to the size of your audience with digital media.
So how do you determine the right media?
Understanding your audience & the most suitable advertising platforms that will work for your brand is one of the most important ways to achieve your objectives. You need to understand that you serve a diverse audience hence tailor-fit your marketing efforts to suit the different demographics. For instance, if you want to reach out to Traditionalists (Born: 1920s to 1940s) and Baby Boomers (Born: 1950s to 1970s), you might want to consider that these generations might appreciate a combination of digital and traditional efforts. Millennials on the other hand (Born: 1980s to 1990s) and their smaller brothers, Generation Z (Born in 2000 to today) are most comfortable with digital platforms in the form of Social Media, videos, blogs and email.
People still watch TV, and listen to radio.
(Nielsen determined that in 2016 the demographic that watched the least amount of TV was the 18-24 year olds who watched 12 hours and 56 minutes on average per week. And then it goes up from there with the 25-34 year olds watching an average of 20 hours and 4 minutes, 35-49 watching an average of 28 hours and 24 minutes, 50-64 year olds an average of 39 hours and 54 minutes, and 65+ watching a whopping average of 48 hours and 32 minutes. In terms of radio, Pew research found that 91% of people surveyed had listened to radio in the week they were surveyed. This goes to show that your customer is consuming a lot of traditional broadcast media, and it is a valuable place to get your message seen and heard)
Is there a realistic balance between Digital & Traditional Media?
There are some successful traditional marketing strategies, particularly if you are reaching a largely local audience, for example printing an Ad in the newspapers or an Ad in the radio with a call to action that directs your audiences to your online initiatives is an effective way to expand exposure.
Even though traditional marketing still has a place, it is diminishing in our digitally based world & common sense seems to suggest that we are in the digital era. However you should not be too quick to dismiss what traditional media can do in support of your digital efforts!