The benefits of digital media are:Measurability:
- Digital media allows targeting messages to customers at the right time, in the right place, through the appropriate channel.
- Interactive and real-time engagement.
- Targeting:The ability to understand why, when and where customers need a product or service is very compelling.
- Cost:In some instances almost no barriers to entry.
- Agility:Ability to adapt to market needs and changes almost instantly.
- Longevity: Once visible you are there to stay. The key is keeping visitors coming back for more.
- Wide audience:Traditional media has the ability to reach a large group of viewers and readers at the same time.
- Static message:Ideal if the message is static and directed at a wide audience that doesn’t need to change.
- Creativity: Advertisers often try to tell stories within their ads that have an impact on the audience. Traditional media offers visual and audio elements that arguably have a greater impact on the audience.
Historically, advertisers have used traditional mass media, namely radios, magazines, television and newspapers, to convey their intended objective. More and more-so however, as a direct result of the rapid technological advancement our society has undergone over the last decade, advertisers are now beginning to find greater advantage in newer forms of media and are thus utilising them to their full potential, marking a divergence from the more established, traditional channels: the result of which is that although more mature, these traditional forms of mass media will continue to exhibit slower growth patterns in the advertising industry.
Digital Media and Traditional Media: Will it Blend?
Digital media and traditional media are at a crossroads — and when it comes to research and measurement, marketers are having difficulty knowing which way to turn. Since the dawn of the TV-era, countless dollars have been spent developing data-capture and analytics tools. But, the TV-centric model of measurement is obsolete. Media channel crossover is becoming more complex: television ads are linked to product Web sites, product Web sites lead to social media sites, and social media sites connect users with other users who are talking to each other about the product. Consumers are engaged with multiple channels simultaneously.
The old marketing and research models that assume media channels are independent of one another are simply no longer working. Without good models and tools, marketers risk making bad allocation decisions potentially sending millions of dollars into less productive channels.
As more digital channels develop, marketers must be able to account for crossover, interaction, mixing and the overall complexity of media in the digital age. Research must also take into account the influence peers have on each other and the marketing ramifications of social influence. This is easier said than done, of course. But let’s take a look at how we can bring media mix models and measurement into the digital and social media age.
It has changed because technology has improved with increasingly speed any and every news all over the world. The price of quick fast and creditable information gives may press companies the upmost respect for the community to watch, buy or endulge in. It has changed the face of the NEWS. In the news, you only heard back things, now you hear the great things peopl do, you can watch it on video for creditablly and since it was probably in another state, you can see it within 5minutes instead of 24 hours.