People keep saying it. Traditional Media is dead! They argue that social media and digital opportunities are sucking up advertising dollars at the expense of television, radio, print and outdoor. They cite the shutting down of magazines and the popularity of on-demand entertainment as the death knell for traditional advertising. But we’d argue that traditional media is still very much alive – and potentially more effective than ever when used in conjunction with new media opportunities.
There is no doubt that the media landscape is changing rapidly, but that is not a recent phenomenon. In 1440 town criers were superseded when the printing press was invented. The introduction of the radio in 1906 took one person’s voice (and opinions) to thousands. And in 1928 television killed the radio star. Except, of course, that it didn’t.
Throughout history, the media platforms that have survived are those that have adapted to the changing media landscape and built and retained the audiences that advertisers want to access. So for every magazine title that has disappeared, more have sprung up. Some have grown out of an online following, many are very targeted, attracting a niche audience that is passionate about their topic.
INTEGRATED MARKETING IS BEST
There is no arguing the fact that marketers are now spoilt for choice when it comes to media platforms, formats and ways to attract their target audience. But the best media campaigns ignore “traditional vs digital” debate and strategically identify the media platforms their target audience are consuming, and those that best suit their message.
The best steps to develop a media campaign are:
(1) REALLY KNOW YOUR TARGET AUDIENCE
When you try to be everything to everyone you become nothing to anyone. Narrow down your target audience and really understand who they are, what they like and most importantly, where they are hanging out.
(2) KNOW THE GOAL OF YOUR CAMPAIGN
What action do you want your audience to take? This will also help you to choose the best media options. Eg if you want to make your audience aware of a local opportunity, outdoor advertising can catch their attention within the geographical area. If you want to increase sales of a specific product, online or radio advertising can work a treat. If you want to increase brand awareness in a particularly demographic, television advertising has a strong reach.
(3) CHOOSE THE BEST MEDIA COMBINATION
This is where professional advice can help you piece together the most effective media puzzle. We can look at the bigger picture of your goals and audience and make recommendations of the media channels that will bring the best results.
(4) HAVE CONSISTENT CREATIVE ACROSS PLATFORMS
Consistent branding and messaging will make sure your target audience see and recognise your campaign across platforms. This will reinforce the message and increase the chance of recall and action. This doesn’t mean that your creative should stay stagnant, but maintaining the overall look and feel so they are consistent and recognisable.
(5) COMPARE AND MEASURE TO IDENTIFY WHAT WORKS
Throughout your campaign, monitor, measure and compare platforms to see which bring you the best results. This will help refine your future campaigns and will give you even more knowledge about your audience and their habits.
So to all the naysayers and drama queens who say Traditional Media is Dead, we say it still has a very healthy pulse! Just take a look at the bigger picture and the opportunities of combining the “old” with the “new” and see just how successful you can be!