Traditional Media vs New Media: What’s best for your marketing plan?

Written By: Dimitri Kourtoulos

Marketing

Cyprus marketers still rely heavily on traditional media to get their brand or product seen by thousands of people, quickly. In many fields, it’s still promoted as the best type of marketing for brand awareness and quick results. But is it?

First, let’s differentiate between traditional and new media. Traditional media consists of:

  • Billboards
  • Cold calling
  • Door to door
  • Radio advertising
  • Print advertising
  • Television advertising

While new media consists of:

  • Blog marketing
  • Email marketing
  • Influencers
  • Search advertising (pay-per-click)
  • Web banners (cost-per-impression)

Print advertising has been around since the advent of marketing and has been perfected by many companies. However, the purchasing path of consumers has changed significantly over the past two decades creating a need for a serious re-think, for all media.

Although traditional media can still bring in serious results, they will never be able to be tracked fully; and this is where the biggest problem lies. Traditional media relies on marketing messages to be sent out to consumers. New media, however, can target possible consumers who are more likely to be interested in your product or service.

What’s more, new media allows tracking, which means being able to track and analyze the consumer’s purchasing behavior. If consumers looked at your product or service but didn’t make a purchase, new digital media allows you to alter and optimize the purchasing path to increase conversions.

This doesn’t mean that traditional media is of a bygone era. Flyers for example, now include a QR code so potential customers can use their phone and find the company’s website on the spot. Analysts can then track where each user was when scanning the QR code therefore quantifying which flyer, and in what position, had the best response rate.

The question remains however, which type of media should you use for your marketing plan? If you’re a small local business and you would like some brand awareness, then Facebook advertising is the perfect medium for you. If you’re a larger company with a healthy budget, utilizing both schools of marketing is the way to go.

 

Are you thinking about advertising your company or product? Contact us and we will build the perfect marketing plan for your needs. Email: [email protected]  Telephone Number: +357 22818884