Digital or Traditional? The debate has never been more paramount in today’s context. With a plethora of online media and social platforms (Facebook, Instagram, Forums) swarming the digital platforms, the question remains:
“Is traditional media still relevant?”
No doubt traditional media has been the undisputed winner for the past century. However, with TV ratings at an all-time low (*not to mention the infancy of Netflix), the new age millennials just do not watch as much TV anymore. Print media has also been on a holler-back roller coaster ride, shrinking at annual double-digit levels. Consumers no longer see the need for magazine subscriptions especially with on-demand newsstands such as Flipboard & Zinio entering the market.
“Digital offers flexibility and scalability”
The digital media advantage isn’t just about sassy new technology, but rather about the scalability and flexibility which it offers. Digital platforms allow concise tracking, enhanced targeting which ultimately leads to better performance measurement evaluate ROI. Clients & agencies are now more than able to reach their target audience at a specific place, time, and date.
The Word Of Mouth effect from the digital landscape also seems to highly effective. From stories sharing, influencers outreach to bloggers postings, you name it. Digital media has the tenacious ability to snowball quality content to its desire audience all for a fraction of the amount spent on traditional mediums.
So the big question remains to be answered.
Has digital superseded traditional media?
NO, not at the moment at least, but this paradigm shift is undeniable and it’s only a matter of time before digital outpace this race. That’s why an integrated approach seems to be the holy grail for marketers now; scouring the depths of the earth to cover every possible medium out there for maximum reach.
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