What is Traditional Media: The Reality of Marketing

by | Branding

What is traditional media?  Traditional media is the use of old mass communication mediums such as news outlets and radio stations. The umbrella of traditional media not only includes news outlets and radio stations but also: 

  • Print advertisement
  • Direct mailing 
  • Billboards
  • Fliers
  • Door-to-door sales
  • Banner advertisement 

…and many more! 

Traditional media, also defined as old media, can be simplistically described as non-digital marketing.  Any advertisement done offline is considered traditional media. 

For decades, traditional media was the best platform to advertise products and services due to the predominant reach of billboards, print, television and so on. The broad coverage of traditional media made it possible to outreach as many audiences without moving a finger.

However, traditional media has met its’ match with the rising prevalence of the digital age.  

Traditional Media vs New Media: The Decline of Old Media

Technology that has facilitated the advancement of globalisation and urbanisation has proven itself to be a worthy opponent. The inception of the internet brought forth new media as an all-new marketing platform.  

Traditional media finds itself benched as accessible news becomes only a click away, especially with the rise of chronically online youths.  

Thus, it brings the debate of traditional media vs new media. Traditional media and new media are often pitched against each other due to their contrasting marketing methods.  

Although the use of newspapers and radios has broad coverage, the internet takes outreach up a notch by allowing businesses to focus on particular target audiences.  Business owners no longer need to communicate with anonymous mass audiences to convert them into potential customers.

Moreover, the cost-friendly price of new media is incomparable to pricier traditional methods.  The costs of Malaysian billboards range between RM20,000 to RM100,000, while social media advertising can cost as low as RM13 per 1000 impressions.  

But the best part is that new media can also be free due to social media websites, exposure and reviews!  

However, every marketer should keep in mind that traditional media has had a much longer relationship with consumers than new media. Many potential customers who lack technological savviness still rely on traditional media as their primary news sources, such as elders and older adults.  

In addition, traditional media is also more trustworthy due to higher advertisement costs.

Both types of media offer unique methods to market products and services with a common goal, but there is no doubt that the rise of new media has positioned itself as the new focus in marketing. Any business that stays in denial will only remain outdated. 

READ MORE: Content Marketing Guide For Beginners In Malaysia

Four Popular Types of New Media

Digital marketing only grows in significance as more users rely on the internet. Therefore, it’s no surprise that there are almost endless types of new media in existence.

With so many options, digital marketers must carefully consider the right platforms. Although there are numerous new media, these four selections cover ample ground for effective digital marketing strategies. 

1. Social Media 

Everyone is familiar with social media, especially the younger generation. In fact, about 27 million Malaysians are comprised of internet users alone! 

Social media marketing has become one of the most vital assets in digital marketing due to its growing prevalence.  

Surveys, feedback and customer service are only a click away without a physical presence.  Connecting with consumers has never been made easier till the inception of social media. 

However, there are dozens of social media networks, such as Facebook, Instagram, and Snapchat, and that’s just the tip of the iceberg! Before any business engages in social media creation, target audience research should assess the right platform for your business. 

For example, Twitter is one of the most popular social media websites, but it’s still a lesser-used platform in Malaysia than other sites. Moreover, the structure of Twitter requires more interaction and engagement to stimulate a following. 

READ MORE: Branding in the era of IR4.0 Malaysia 

2. SEO 

SEO stands for search engine optimisation, and it refers to the processes that rank content in search engine results.  It is a vital aspect of digital marketing because it determines how easily your content can surface on the internet.  

After all, the internet is a digital sea of content that is produced almost every second. Therefore, digital marketers prioritise the use of SEO marketing to guarantee high-ranking content.  

High-ranking content typically contains a keyword that has a high search volume and low competitiveness. SEO should also be effectively utilised by including internal or external links to boost trustworthiness.  

READ MORE: Content Marketing Benefits: 10 Reasons To Try Content Marketing

3. Content Marketing 

Content such as blog posts, videos and articles are under the umbrella of content marketing.  Simplistically speaking, any distribution of content is considered content marketing. 

It is also one of the top digital marketing strategies in relaying information such as product releases and updates to the audience.  

Why is content marketing important? That’s because it goes hand-in-hand with SEO for content distribution.

Moreover, content marketing is incredibly flexible as long as it reaches the audience. Businesses can produce content about anything, whether it’s an instruction guide or an informative piece.    

However, business owners must ensure that released content adheres to audience interest and business relevance.  

4. Email Marketing 

Email marketing is synonymous with traditional mail subscriptions as a digital variation. It is a strategic method to connect with customers in a consensual.

After all, businesses only obtain customer contact information through newsletter signups, memberships or voluntary contact forms.

Email marketing includes discounts, promotions, updates and even educational information.  Some businesses also utilize email marketing to follow up with customers as a formality.

Anything can be written as an email as long as it aligns with the customer’s interests.

Should Businesses Withdraw From Traditional Media?

The answer is NO.  

The convenience of new media may compel you to discard traditional marketing, but moderation should be key. After all, offline business identities are equally important as online. 

Businesses should market themselves in both areas to maximize potential customers and increase brand awareness. Moreover, some traditional media methods are still effective despite a chronically online society. 

For example, print advertising has the advantage of outreaching areas that aren’t technologically inclined, such as rural areas and villages. Billboards are also more effective in marketing locally.

READ MORE: Content Marketing Guide For Beginners In Malaysia

Walk Production

Walk Production is a creative agency that helps companies in all aspects of branding, content development and digital marketing. All marketing challenges can be easily resolved through Walk Production’s brilliant team of writers, designers and consultants.  

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