Is traditional media relevant in a digital world?

Is traditional media relevant in a digital world? All things digital consume our everyday lives. If we spend the majority of our time scrolling through our phones or streaming content through OTT services, should we continue to advertise on radio, TV and billboards? Marketers ask themselves, “Is traditional media relevant in a digital world?” The answer is a definite “yes.”

At Marketing Keys, we believe in the right mix of both traditional and digital media. Using traditional and digital media together reinforces your messaging. Someone might see an ad on Facebook before they leave the house and then hear a related commercial on the radio as they are driving to work. Repetition helps people remember your messaging.

Is traditional media relevant in a digital world?

Traditional media is becoming more “digital” in the best ways. Digital billboards are becoming more common because they can be updated with new messaging much more quickly. Newspapers and magazines are adapting by either creating strong websites or becoming digital-only products. This makes them keep their relevance and be attractive to marketers. Radio stations can provide detailed demographics so you can find the best fit for your target audience. Music streaming sites such as Pandora and Spotify serve as radio products. However, they function like digital platforms, offering very specific targeting options and pricing based on impressions.

Network TV is by far the most expensive medium. However, the price of commercial spots on local channels varies widely by market. TV is still the most effective way to reach the masses, as it remains a tremendous reach medium. Like every other medium, TV also works better when complemented by a digital product that is being targeted to your key demo.

The best of both worlds

Which platforms you choose will depend largely on your budget and market. Even the smallest companies can afford to advertise on one digital platform and a traditional one. Franchises must balance their media plans between digital and traditional media for maximum effectiveness. Working together, digital and traditional platforms can reinforce your messaging and persuade your target audience to act.

Carolina Macedo, the author, is Project Coordinator of Marketing Keys. As Project Coordinator, Carolina blends the reporting of both the traditional and digital reporting into one thorough recap.