Balancing Traditional and New Media Marketing

By Kathy-Ann Fletcher

The emergence of digital technologies such as the computer, iPhone, iPad and the Blackberry together with the Internet has seen traditional avenues for advertising such as TV, radio and the print media lose a great amount of appeal. Add social networking sites such as Twitter, Facebook and YouTube and we are able to see that we have witnessed what is possibly the greatest transformation in media use ever over the past decade.

This change has implications for the communications model that companies have used to reach the market for decades. Instead of general impersonal one way advertisements based on a hit or miss model, new media allows companies to have more targeted two-way conversations with their consumers.

While many may use the benefits of new media to turn our backs forever on what now seems like the derelict traditional channels, I would not be in a rush to completely remove traditional tools from my marketing budget. As with anything in this life, the answer to this new marketing question is balance.

What do I mean when I say balance? I simply mean you should combine both approaches when designing your communications to maximise the broadcasting benefits of traditional media with the cost-effectiveness and conversion rate of new media marketing.

How do I do that?

I saw that question coming. My answer is to integrate and build relationships with your traditional and social media. Integrate your new media and traditional media channels so that they draw attention to each other and to your brand message. For Instance, if you have a newsletter, don’t drop it for a Facebook page. Instead put teasers of your message on Facebook that can draw your target back to your Newsletter which supports your brand image.

My second suggestion: Build a relationship with your subscribers on Facebook and other social media platforms. This relationship can be used to strengthen your presentations in traditional media. For instance, if your product or service requires a lot of event marketing for example at trade shows and TV events interviews etc, before hand ask your subscribers about what they want answered or shown during your time with the show.

Incorporate their responses in your presentation and be sure to make mention of your subscribers on Twitter, Facebook etc. Following the suggestions of the portion of your market that you actively interact with in social media will help you develop the content that reaches your target within the traditional media channels.