Traditional Media can be explained as TV, radio, direct mail, billboards, etc. It is an “push” strategy, meaning the message is being output by the business. It is a one-way, direct message that can be costly, yet instantly impactful. Traditional media is gauged by short-term results.
New Media can be explained as social media (Facebook, Twitter, YouTube), search engine marketing, search engine optimization, blogs, etc. It is a “pull” strategy, meaning it is conversational between consumer and business. It is interactive and inexpensive to campaign, and it can yield measurable progress. New media is gauged by long-term results.
Traditional Media
- One to many communication
- Mass marketing that’s not targeted
- Monologue message
- Focuses more on branding than communication
- Supply side thinking
- Customer as a target
- Segmentation
- Mainly offline techniques
- Aims at mass awareness
- Doesn’t use many insights or data for decision making
- One to one or many to many communication
- Personalized, mass customization and targeted
- Dialogue
- Focuses more on communication than branding
- Demand side thinking
- Customer as a partner – CRM, feedback
- Communities
- Predominantly online techniques used
- Awareness created through targeting
- Uses customer insights and data to help with marketing strategies and decisions
No comments:
Post a Comment