Traditional Media in the Digital Age: Making a Comeback
In today’s digital world, it’s easy to assume that traditional media has become obsolete. However, recent studies show that traditional media, including print, TV, and radio, still has an important role to play in attracting customers. In fact, it may be more important than digital advertising in some cases.
While digital advertising is essential these days, traditional media remains the primary driver in recall for consumer advertising when introducing a new brand or recalling an existing one. Traditional television and radio advertising media channels still dominate when it comes to discovering new brands.
The principles of traditional marketing have drastically changed since the days of radio ads and newspaper ads. While things like direct mail and radio spots used to be the key to making sales in traditional marketing, digital transformations have sent ripples through the industry. However, traditional media is making a comeback.
Traditional media includes television, radio, newspaper and magazine, direct mail, out-of-home, in-store signage, brochures, banners, and more. Traditional ads are experiencing increased engagement, with more than half of consumers often or always watching traditional television advertisements and reading print advertisements that they receive in the mail from companies they are satisfied with.
At the end of the day, it’s important that your marketing mix has a steady balance of channels that reach and meet the needs of all consumer preferences. With digital spending on the rise and traditional media declining each year, it’s important to find the right balance between the two. Traditional media is still viable in today’s digital world, and it’s important not to overlook its power in building and credentialing brand and community.