Shadi Abdulhadi, Founder and CEO of Boopin, an interactive full-fledged digital service agency, reflects on the advantages both traditional and digital media have on guaranteeing optimum results.
The seemingly unparalleled success of traditional media is now somehow being surpassed by its digital version as technology continuous to rise to greater heights, thereby blurring the pre-existing boundary between the two.
Not too long ago, consumers were able to gather information through professionally produced advertisements on television, print, and radio. These were basically the main vehicles of marketing and advertising. It is also how businesses used to propagate their products and services on a daily basis. Since most of the households own at least one form of media, all necessary information is disseminated to the vast majority of the audience at a particular time.
Though traditional media is effective, over the course of time, as digital media or new media was introduced, more businesses are leaning in that direction. As a result, the very essence of media in our society is gradually being diluted in the digital age with the rise of social media and online networking, which in turn are challenging traditional practices of the media sectors. So, does this mean that traditional media is of no use anymore? Is digital media crippling traditional media?
According to The Reuters Institute for the Study of Journalism, a significant proportion of young respondents prefer to browse multiple online media sources for any piece of news that they want to watch rather than wait for the evening news on television. This decreases the followers who rely on that vehicle.
Subsequently, and according to the United Nations, more than three billion people are now using the Internet. As per a new report from the International Telecommunication Union, the number of Internet users has increased from 738 million in 2000 to 3.2 billion in 2015. That’s a tremendous increase that brought Internet penetration up from 7-43 percent of the global population. The affordability, portability, and accessibility of new media are what attract most people to utilise it. Why would anyone bring a heavy radio if they can access everything through the net? Why patiently wait on the couch for your favourite TV programmes if you can watch it on your computers in the comfort of your own room? And would you still buy those bulky magazines or newspapers when you can entertain, using your phone or tablet, any interest you may have?
Clearly, traditional media’s shining moments have already been tarnished and is now giving way to a new breed called digital media. As we succumb to the digital age, and as the Internet dominates the entire world of correspondence, does it also mean that we should just forego traditional media and focus on the newer one?
While digital media can surely suffice all the marketing needs of a business in a cheaper and broader perspective, let us not forget that traditional media has surpassed the test of time. It has overcome various challenges in different industries as a source of information that produces reliable results. Though both have their own advantages and disadvantages; they also employ different and unique approaches, which is why it would be better to treat them separately rather than compare them.
Do not let this media fragmentation affect you, rather, take this overwhelming exposure as a prospect to drive more opportunities like lead generation, or high-yielding profits towards your business. We all have to remember that traditional and new media are not mutually exclusive, as both can be used in conjunction for better campaign results. It is like experiencing the best of both worlds; why choose one if you can have both? Through the meticulous undertaking of each media’s strength, every business can take advantage of its combined benefits. Find the right balance mix of both and you are sure to come up with a winning business proposition and strategy.
