Traditional Media: The Reality of Marketing

by | Digital Marketing

Traditional media represents a tried-and-true approach to marketing strategies, with decades of impactful campaigns.

Traditional advertising forms, such as billboards, print, radio, and television, have long dominated the marketing industry. Historically, they were a powerful way to reach large audiences with minimal effort.

However, digital media has emerged as a formidable competitor in recent years.

New media challenges the effectiveness that traditional methods once had in communicating and reaching customers. Companies hoping to interact with prospective customers must explore modern alternatives to thrive in this digital age.

Traditional Media vs New Media: The Decline of Old Media

Technology has spearheaded globalisation and urbanisation, ushering in an era of digital media marketing.

The internet revolutionised how content and news are distributed, particularly among younger generations with constant internet access. This shift presents companies with two strategic marketing routes – traditional and new media.

While brands can still achieve broad coverage the old way, the internet enables companies to focus on specific target demographics for heightened reach potential.

Digital media is quickly becoming the go-to tool for businesses looking to interact with their customers and make an impression. What makes it stand out against more expensive traditional methods?

For starters, digital marketing options are often free or cost less than traditional advertising.

Malaysian billboards range from RM20,000 to 100K, while social media impressions start at merely RM13 per 1000 impressions. Also, modern technology allows companies to communicate with individual audiences rather than anonymous masses.

However, marketers should consider that some potential clients still rely on traditional media, particularly the elderly and those who lack technological savvy.

That is why understanding your target audience is crucial to assessing the form of media you employ. Businesses need a strong comprehension of traditional and new media to stay competitive while effectively catering to their target demographic’s needs.

There arise multiple forms of new media that possibly imperil the usage of traditional media among marketers. For better or worse, businesses, ranging from SMEs to MNCs, need to adopt new media as part of their digital marketing endeavour.

Digital marketing is an ever-evolving industry, as more and more users depend on the Internet. 

Therefore, it is no surprise that a wide range of new media is available for digital marketers to target their audiences. Read on to learn more about the four fundamentals of digital marketing.

1. Social Media

Social media has become a vital component of digital marketing, with the ability to reach consumers worldwide.

It is easier than ever for brands to connect with their customers through surveys, direct feedback, and customer service online. Companies have choices with various social media platforms like Facebook and Instagram to market their brand digitally.

Selecting the right social media platform for your business can be challenging, considering the numerous options available. 

Researching target audiences and comparing engagement rates of different sites can help you decide the best platform for your business. For example, Twitter may be renowned worldwide, but its structure necessitates frequent engagement, making it less suitable if you’re targeting Malaysian customers specifically.

2. SEO

Digital marketers understand that SEO is necessary to stay afloat in a  sea of digital content.

Search engine optimisation ensures search engines accurately rank your web pages and display them to users. It’s essential for digital marketers because it helps target relevant consumers, increase website visibility, and drive organic website traffic to their websites or platforms.

Keywords are fundamental when formulating effective strategies; they simultaneously need high demand and low competition from competitor sites within search engine results.

To further improve SEO, it is beneficial to include internal or external links. Internal links boost a website’s visibility and ranking on search engines, whereas external links can build relationships and expand your reach.

3. Content Marketing

Content marketing is an umbrella term for content distribution strategies, such as videos, blog posts, and articles.

It is important because it helps businesses inform their audiences about product releases or updates and improve search engine optimisation (SEO). Plus, it’s incredibly versatile, as companies have tremendous potential to craft unique content they feel is best suited for their customers, whether product guides,  informative posts or infographics.

In any case, business owners must ensure that content posted online remains relevant to their audience’s interests and marketing needs.

4. Email Marketing

Email marketing is a digital version of traditional mail subscriptions.

It is a strategic way to connect with customers in a consensual manner. After all, businesses obtain customer contact information only through newsletter signups, memberships, or voluntary contact forms.

Email marketing includes discounts and promotions as well as updates and educational information.

Some businesses also use email marketing as a follow-up method with customers as a courtesy. Overall, it is an integral part of modern-day digital communications that helps strengthen the relationship between the brand and the customer.

Even a widely celebrated luxury fashion brand like Jimmy Choo has adopted this particular approach to its marketing strategy.

If you scroll down on Jimmy Choo’s website, you’ll find an email subscription form to get you in the loop! The brand’s email newsletter offers subscribers early access to its latest collections, exclusive events and news.

Should Businesses Withdraw From Traditional Media?

The short answer is no, as new media does not eliminate the need for traditional marketing.

Although online business identities are important, offline marketing is just as necessary to maximise potential customers and increase brand awareness. Traditional media methods can also be effective despite a chronically online society. 

For instance, print advertising has the advantage of outreaching areas that aren’t technologically inclined, such as rural areas and villages.

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