It is no doubt that digital media is taking over advertising. Everything has a website, it’s all about fans and followers, there’s an app for everything, and tablets are making print seem irrelevant. However, despite rumors and myths, it is not replacing traditional media; It is enhancing it. Let’s face it, since the birth of DVR, traditional media is not what it used to be. Advertisements went from “buy now” to “follow us.” Traditional media is learning how to play with digital media to create more well-rounded, powerful campaigns. Companies are starting to take digital media more seriously realizing its importance in creating greater value for consumers. It’s their combination that provides the most powerful impact.
To be popular online, your brand needs to start offline.
Thanks to the Y generation, traditional media now plays a different role when it comes to a campaign. It hasn’t lost its power to reach masses, in fact that’s where its strongpoint is. Traditional media’s ability to reach masses is used for “introducing” a campaign driving consumers to digital media. Digital media in return, ultimately turns into brand loyalty and conversion rates. It is suggested that 70% of budgeting should be spent on traditional media to ultimately drive consumers to digital media.
Let’s look at the most talked about campaign of 2010 -The Old Spice Man Your Man Could Smell Like. Reaching over 1.4 billion impressions, doubling in sales, and reigning as the top men’s body wash brand, this campaign is a touchstone example of how both medias can work together to create a fully integrated branding experience. It spent a generous amount of budget on television to introduce the campaign during the Winter Olympics and Super Bowl, then unleashed on digital media with their personalized responses via Youtube, Facebook and Twitter. “Brands don’t make viral videos, users make videos viral,” states Dan Greenberg from Sharethrough, a company that specializes in viral videos. Old Spice proved this statement by only creating The Old Spice Man, while users created the experience (and loyalty) that it is known for today.
In this shifting landscape, we must create value for the consumer.
Due to the fast nature of digital media, we must take more risks in design, content and marketing to break through in consumer’s on-the-go lifestyles. Today’s average consumer experiences the world through a screen. Phones are a lifeline in getting information, planning their day, and capturing their lives. They share their lives and opinions to the world through social networking. Movies and shows should be conveniently available at their time, and user-generated content is more credible and entertaining.
Digital media is a vital investment to create buzz while traditional media is a good investment to get maximum exposure.
Personalization, interactivity, and convenience are what’s appealing to them in this new and ever-changing digital world. Some ways that traditional media is enhancing and accommodating for this are:
-short clip or “advertainment” commercials that are completed by going on a website and/or social media
-QR codes and augmented reality on printed media for exclusive content or faster access to websites
-radio spots promoting local promotions that require consumers to use their phones
-retail mobile apps for convenient shopping
-special offers and events on social media