Online Media changed the thinking of people.
What is traditional media?
Marketing through the traditional online media channels is rather large and you are exposed to its numerous outlets. This is any form of online media that was available before digital media took over. This can take the form of turning on the car radio or watching T.V at home. Written magazines and newspapers are all forms of publicizing using the conventional medium. This is also extended to the mail fliers that you receive in your mailbox or even the billboards that you pass by for advertisement purposes. This is the non-electric form of media that carries our culture through generations. Traditional media utilizes verbal, vocal, musical and visual folk art forms. Examples may include puppetry, folk dances, storytelling, fairs or festivals and wall paintings or statues etc. Moreover, rural areas usually have local radios for conveying important information in a variety of languages to inhabitants in remote locations.
What is digital or online media?
Following the technological revolution, online media took over and changed traditional modes of media. Digital media uses digital signals that are sent through cables and satellites. The signals then reach devices that translate them into audio, video, visual, text and graphic output. Using a computer, smartphone, tablet or any other web-based app is a good example of digital media.
Once the internet became a mode of life rather than just a niche interest, the digital age was already expanding. It was now being integrated into workplaces, at homes, people even used them while commuting or during their leisure times. As we move into the future, digital technologies will be even more integrated into our lives. This is due to the holographic and Artificial Intelligence (AI) technologies that are developing at a fast pace. Digital media takes the form of audio, video, social media including ese include websites, tech devices and many such online platforms.
Online media’s impact on traditional media
When it comes to discussing how online or digital media has changed the traditional media, marketing strategies are kept in mind. For instance, in earlier times the SOS radio meant that traditional marketing included broadcasting your message to as many people as you could. This was through radio and television networks. The advertisers would then sit and wait if the consumers received their message and would be willing to purchase their services or products.
However as social media took over, there came a developmental change in commerce and communication. In the present times the advantage is that marketing is cheaper and way more effective. You even get to estimate the digital marketing ROI. Now brands are more focused on ideal buyers instead of wasting their time and resources while reaching out to a broad audience. Consumers may not be very trusting of the sellers and this transparency through social media is very helpful.
Why is online media better than traditional media?
Foremostly it is the cost that makes the difference. For social media you don’t need to pay a lot to reach the same number of audience. Moreover, you will be spreading the word about your brand to the targeted audience. This is quite effective as it requires way less energy and is more goal-oriented. Cost-per-thousand-impressions (CPM) is what helps measure these cost differences. CPM is basically the measure of how many advertising dollars you need to spend to reach a 1000 people. The CPM for social media is less than $3. The CPM for radio is $10 and for T.V is the highest with $28. The real cost to a business is basically their time and resources that are invested in the website. What is interesting is that you get to include some traditional elements in your social media campaign as well.
This is done by advertising video commercials, articles, showing webinars or even live podcasts. It is only through social media that you get to stay in close contact with your customers. To answer all their queries and give them instant feedback. Likewise there is great accuracy and precision when it comes to sending out their message to a targeted audience. Social media is more flexible and allows you to make changes once anything is posted.
However, traditional media does not let you make alterations once anything is published. Then the online media takes precedence in quicker and spontaneous delivery of news. The message can reach the audience within seconds when posted via the internet. While traditional media takes longer as there may be delays due to press times. But at the core we see online media changed traditional media through the education system. The changing curriculum in marketing plans helps centralize our focus on social media.
The power of social media
In the previous times people would watch a T.V commercial or read about a product in some fashion magazine. They would be fully drawn toward purchasing it. However, in the modern times before spending their money, people like to research more and explore their options. They are not entirely hell-bent to buy the item at first glance. People like to go online and read reviews or talk to other customers about their experience with the product or service. This is the power of social media. The true meaning behind online or social media is electronic communication. This allows users to create or share ideas and messages with manufacturers, clients or partners. The content is available on social networking sites and applications present on the world wide web. Social media is derived from the term social network. This social network has been used way before the Internet gained its popularity.
People get to socialize and communicate through these social networking services. These are now becoming part of the mainstream media. There are numerous websites that allow interactive two-way communication. Traditional media on the other hand is push media where the message is broadcast directly from the company to customers or other stakeholders. Even though traditional media has been part of the marketing industry for longer, social media is winning at present.