Digital media is a set of tools and methods used to market a product or brand, which includes online advertising, content marketing, and search engine optimization. These tools have changed the way people consume and interact with information. As a result, advertisers are seeking more flexibility and variety in their marketing strategies. The growth of mobile Internet has also contributed to the emergence of new media platforms. Using a multi-channel approach can lead to positive results.
A new media platform is a highly interactive and engaging channel. It helps to drive traffic, build trust, and promote brand awareness. With the increasing number of channels, users tend to feel overwhelmed by the number of competing messages. Therefore, it is important to create an appropriate mix of digital and traditional media channels.
Choosing the right media format is dependent on the nature of the business and its objectives. For instance, direct marketing and sales promotion emphasize the impact of a campaign at the point of sale. Consumers usually make their purchasing decisions based on interactions with an organization. This makes it essential to provide a range of advertising options.
One way to do this is to build a content library. Content may be in the form of video, podcasts, or blog posts. Creating a library can be a powerful tool to promote a brand’s authority. In addition to promoting brand awareness, the content library can also help consumers get more information. Providing consumers with information that is useful and relevant can increase the chances of conversion.
Traditional media, on the other hand, is a set of printed and broadcast messages. Some examples of traditional media include newspapers, magazines, and television. However, these channels are often expensive to produce and place. Moreover, the medium’s performance varies depending on the medium itself. To overcome this challenge, new media technology can help traditional media to develop more effectively.
Social media (SM) has become an essential part of our lives. Today, 55% of US adults receive news and information through social media. Because of the ease of communication and the ability to interact with others, social media is a great tool to enhance competitiveness and business performance. Furthermore, SM can also help companies cultivate advocates who become credible voices for the brand. SM has also been a driving force in enhancing customer engagement.
However, traditional media still plays a significant role in promotional activities. Although they have been overtaken by digital media, they remain a crucial part of marketing and business. Nonetheless, they have to undergo a transformation to be able to compete with digital technologies. If not, it can be difficult to sustain their dominant position in public opinion.
Besides, a study found that 83% of marketers expect work to be more technology-driven after the pandemic. That means that traditional media has to adapt to the changing times. However, data mining technology can also assist them in overcoming the shortcomings of traditional media.
By utilizing a smart mix of digital and non-digital media, MSEs can enhance their businesses’ performance. Businesswomen running MSEs can also learn to select the best media for their needs.