Traditional Media and New Media
- What is Considered Traditional Media
Let’s define what is considered traditional media vs. emerging media. Traditional media methods include mostly non-digital advertising and marketing methods. Traditional media is:
- Television advertisements
- Radio advertising
- Print advertising
- Direct mail advertisements
- Billboards and off-site signs
- Cold calling
- Door-to-door sales
- Banner ads
Companies have used these methods for many years to reach consumers and motivate them to make purchases. Up until very recently, these marketing and advertising styles were very effective, and helped businesses just like yours make a profit.
However, as the needs and expectations of consumers evolve, marketing has no choice but to evolve as well. This is what has led to the rise of new media and digital marketing methods—and the decrease in popularity of some traditional methods you know well.
If your company is looking to make the switch from traditional marketing to digital marketing, Webpage FX can help the transition go smoothly. We have a team of 130 digital marketing specialists that will work with your company to integrate new marketing strategies. Not to mention, we have over 300 raving fans, and you could be next.
- What is Considered New Media
Now let’s look at the other half of the equation. New media, also called digital media, consists of methods that are mostly online or involve the Internet in some sense. These methods include:
- Search engine optimisation
- Pay-per-click advertising
- Content marketing
- Social media
- Email marketing
Many of these methods have been around for several years, but have only gained prominence recently. So when the topic of traditional media vs. emerging media is discussed, it’s somewhat misleading to call these methods “emerging” as very few of them are new.
Having said that, these marketing methods are continuing to change as time goes on. Best practices for these methods are currently dependent on their sources, as opposed to depending on the attitudes of consumers. But over time, we may see another shift as consumer feelings change toward these methods.
Now let’s look at the other half of the equation. New media, also called digital media, consists of methods that are mostly online or involve the Internet in some sense. These methods include:
- Search engine optimisation
- Pay-per-click advertising
- Content marketing
- Social media
- Email marketing
Many of these methods have been around for several years, but have only gained prominence recently. So when the topic of traditional media vs. emerging media is discussed, it’s somewhat misleading to call these methods “emerging” as very few of them are new.
Having said that, these marketing methods are continuing to change as time goes on. Best practices for these methods are currently dependent on their sources, as opposed to depending on the attitudes of consumers. But over time, we may see another shift as consumer feelings change toward these methods.
- The Decline of Traditional Media and Outbound Marketing
Within the last few years, new terms have been coined to discuss traditional marketing methods and modern ones. These terms are outbound marketing, which typically lines up with traditional advertising, and inbound marketing, which aligns with new media.
The “outbound” in outbound marketing refers to the fact that these marketing methods rely on messages being sent out to consumers. On the other hand, the “inbound” in inbound marketing refers to marketing where consumers are seeking out the company, or coming into their marketing channels willingly.
Over the last few years, outbound marketing methods like those you have relied on have declined in popularity among consumers. Now that potential customers can use new channels like the Internet, websites, and social media to research and discuss companies, they can choose to draw their own conclusions on where to take their business—and ignore advertising that suggests otherwise.
Consumers have also become less receptive to traditional media now that they are able to tune it out. Commercials can be skipped, radio stations can be changed, mail can be thrown away, and banner ads can be blocked. This means that marketing methods are often ignored or even seen as ineffective.
Within the last few years, new terms have been coined to discuss traditional marketing methods and modern ones. These terms are outbound marketing, which typically lines up with traditional advertising, and inbound marketing, which aligns with new media.
The “outbound” in outbound marketing refers to the fact that these marketing methods rely on messages being sent out to consumers. On the other hand, the “inbound” in inbound marketing refers to marketing where consumers are seeking out the company, or coming into their marketing channels willingly.
Over the last few years, outbound marketing methods like those you have relied on have declined in popularity among consumers. Now that potential customers can use new channels like the Internet, websites, and social media to research and discuss companies, they can choose to draw their own conclusions on where to take their business—and ignore advertising that suggests otherwise.
Consumers have also become less receptive to traditional media now that they are able to tune it out. Commercials can be skipped, radio stations can be changed, mail can be thrown away, and banner ads can be blocked. This means that marketing methods are often ignored or even seen as ineffective.
- Which New Media Methods Are Worth Your Time
Let’s take a look at some of the newer marketing methods that you may not yet be familiar with. These methods all revolve around your website, so in the off chance that you don’t currently have a site, please visit this article on website design and cost to learn what steps you should take first.
- SEARCH ENGINE OPTIMISATION
Search engine optimisation, commonly abbreviated as SEO, refers to a series of processes by which a website improves its rankings in search engines like Google. SEO is a crucial component of online marketing, because without ranking in searches, your website may never attract targeted leads or customers.
You can use SEO in many ways to improve a website’s ranking. One of the biggest ways is through the use of keywords. Keywords are specifically selected words or phrases that are placed within a website’s content. These keywords match up to the words or phrases that people are searching for. If you use the right keywords, your website is more likely to show up for these searches.
- PAY-PER-CLICK (PPC) ADVERTISING
With pay-per-click (PPC) advertising, you can choose which keywords and phrases you want to trigger your advertisements. Then, if your bid is the highest, your ads will display above organic search results for those terms. And you only pay when people click on your advertisements, so if nobody clicks your ads, you won't pay a cent.
One of the main benefits of PPC is that results are instantaneous. Unlike SEO, which can take several weeks before you see results, PPC ads can start driving qualified traffic to your website the minute they're clicked to go live. If you're looking to quickly boost sales, PPC is a great option.
- CONTENT MARKETING
Content marketing is a form of marketing that has exploded in popularity over the last three to four years. As its name suggests, this marketing method relies on the distribution of content—including written content like articles, blog posts, and guides, as well as visual content like videos—to appeal to potential customers and business leads.
The popularity of content marketing has stemmed from the fact that consumers tend to react very well to businesses that provide entertaining, engaging, or helpful content. A consumer is much more likely to learn more about an unknown company if it has provided them something of value—like an answer to a question or a guide to performing a complex task.
Content marketing is also popular because it is able to have an impact on a website’s SEO. Google tends to rank websites higher that are providing substantial, worthwhile content that also uses the targeted keywords we mentioned above. This is another factor that has helped content marketing gain prevalence.
- SOCIAL MEDIA
Even if you don’t currently rely on it as a marketing method, chances are good that you know what social media is and how it works. Social media networks like Facebook, Twitter, Google+, and Instagram are used by businesses to establish connections with their potential customers, and also strengthen the relationships they have with current ones.
The biggest advantage of social media is that it allows you to have one-on-one, unfiltered conversations with potential customers. You are able to answer questions, respond to feedback, and address concerns or possible issues quickly, and in a very personal way. Although this may sound intimidating at first, it’s proven to be a huge benefit for companies that want to improve their customer service.
When you invest in social media, you don’t have to necessarily create a page or profile on each and every network. Your social media activity should depend on where your target audience is located. So for example, if your target audience is women in their 20s or 30s, you would likely set up a profile on Instagram and Pinterest. But if your audience is mostly young men, you might have better luck on Twitter.
No matter how you use social media, or which networks you choose to try, it’s crucial to not forget that your presence online requires attention. You’ll need to assign someone to monitor your pages and respond to customers in a timely manner. Otherwise, you might find that your reputation takes a blow from those who aren’t satisfied with your service.
Search engine optimisation, commonly abbreviated as SEO, refers to a series of processes by which a website improves its rankings in search engines like Google. SEO is a crucial component of online marketing, because without ranking in searches, your website may never attract targeted leads or customers.
You can use SEO in many ways to improve a website’s ranking. One of the biggest ways is through the use of keywords. Keywords are specifically selected words or phrases that are placed within a website’s content. These keywords match up to the words or phrases that people are searching for. If you use the right keywords, your website is more likely to show up for these searches.
With pay-per-click (PPC) advertising, you can choose which keywords and phrases you want to trigger your advertisements. Then, if your bid is the highest, your ads will display above organic search results for those terms. And you only pay when people click on your advertisements, so if nobody clicks your ads, you won't pay a cent.
One of the main benefits of PPC is that results are instantaneous. Unlike SEO, which can take several weeks before you see results, PPC ads can start driving qualified traffic to your website the minute they're clicked to go live. If you're looking to quickly boost sales, PPC is a great option.
Content marketing is a form of marketing that has exploded in popularity over the last three to four years. As its name suggests, this marketing method relies on the distribution of content—including written content like articles, blog posts, and guides, as well as visual content like videos—to appeal to potential customers and business leads.
The popularity of content marketing has stemmed from the fact that consumers tend to react very well to businesses that provide entertaining, engaging, or helpful content. A consumer is much more likely to learn more about an unknown company if it has provided them something of value—like an answer to a question or a guide to performing a complex task.
Content marketing is also popular because it is able to have an impact on a website’s SEO. Google tends to rank websites higher that are providing substantial, worthwhile content that also uses the targeted keywords we mentioned above. This is another factor that has helped content marketing gain prevalence.
Even if you don’t currently rely on it as a marketing method, chances are good that you know what social media is and how it works. Social media networks like Facebook, Twitter, Google+, and Instagram are used by businesses to establish connections with their potential customers, and also strengthen the relationships they have with current ones.
The biggest advantage of social media is that it allows you to have one-on-one, unfiltered conversations with potential customers. You are able to answer questions, respond to feedback, and address concerns or possible issues quickly, and in a very personal way. Although this may sound intimidating at first, it’s proven to be a huge benefit for companies that want to improve their customer service.
When you invest in social media, you don’t have to necessarily create a page or profile on each and every network. Your social media activity should depend on where your target audience is located. So for example, if your target audience is women in their 20s or 30s, you would likely set up a profile on Instagram and Pinterest. But if your audience is mostly young men, you might have better luck on Twitter.
No matter how you use social media, or which networks you choose to try, it’s crucial to not forget that your presence online requires attention. You’ll need to assign someone to monitor your pages and respond to customers in a timely manner. Otherwise, you might find that your reputation takes a blow from those who aren’t satisfied with your service.
- EMAIL MARKETING
Finally, email marketing is one of the best methods you’ll find for directly reaching your customers and motivating them to take action. Although you might expect email to be classified as outbound marketing, email requires consumers to show their interest in joining a list before they can be sent to, so it qualifies as inbound.
What should you send in emails? That’s up to you! Many companies have begun using their email marketing as an extension of their content marketing—that is, they send educational, interesting, and unique content to their email subscribers. This can help nurture a relationship with leads or direct interested subscribers to the next step in the sales process.
Finally, email marketing is one of the best methods you’ll find for directly reaching your customers and motivating them to take action. Although you might expect email to be classified as outbound marketing, email requires consumers to show their interest in joining a list before they can be sent to, so it qualifies as inbound.
What should you send in emails? That’s up to you! Many companies have begun using their email marketing as an extension of their content marketing—that is, they send educational, interesting, and unique content to their email subscribers. This can help nurture a relationship with leads or direct interested subscribers to the next step in the sales process.
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