Understanding the Difference Between Traditional and Digital Media Campaigns
Q: Why do communications professionals need to understand the difference between traditional media and social and digital media? Is it important for advertisers to understand the importance of merging traditional media and social media, as opposed to having one replace the other?
A: I travel to work every day either in my car, public transport, or by taxi. In my car, I am subject to roadside billboards, buses wrapped in advertisements, corporate vehicles covered in branding and my favorite radio station bombarding me with 30 second radio spots. Taking the bus, I am hit with bus stop billboards and internal posters. I then sit down, plug in my headphones and listen to music on Pandora while surfing the net and social media on my phone, all the time being bombarded again by digital radio ads, suggested posts and videos. Even when I get a taxi, the second I enter the cab there is a screen on the back of the seat playing adverts telling me what shampoo I should be washing my hair with.
Now, that is just getting to work and already I have been hit with a multitude of adverts through a wide variety of both traditional and digital media. So, yes, communications professionals do need to understand all media. More importantly, they need to understand the product first, the target audience and when they are susceptible to advertising. This will enable them to build a cohesive media plan that will mix media, when required, or recommend an individual channel. It is why I love my job. No campaign tactic is ever the same.
Q: Is it acceptable to produce a campaign message that is exactly the same on both traditional and new media platforms?
A: No. “Click here for more information” is a hard one to do when it’s an outdoor billboard 50 feet up on the side of a building. Any campaign needs to have an overall concept to achieve its goal. Any good concept, worth its salt allows the message to be adaptable over time and across various media. It comes back to ‘understanding’ – understanding the client, the product, the audience and the media being used. At minimum, a campaign needs to be memorable and have a call to action that is adaptable and correctly tailored for each medium.
Q: Where can I find out more information on traditional vs digital media?
Alan Drummond has more than 20 years’ experience in advertising and marketing. Alan has worked for some of the world’s leading brands such as Toshiba, Aston Martin, Mazda, Costa Coffee and Burger King. He has also worked with a number of large organizations and internationally recognizable clientele, such as The Emirates Group and Kuwait Airways, Dusit Hotels, Jumeirah Hotels and Per Aquum Resorts.