Why would you want to choose between online media or traditional media? One very good reason is cost. But since nobody lives their life entirely online, and each day we all are exposed to many different types of media and marketing messages, going entirely to online media becomes a double edged sword. Here's why.
Let's start by discussing social media. It doesn’t mean just having a Facebook or Twitter account, or a blog, or even a website for your business. When a consumer repeats the tag line from a print ad, hums a jingle they heard on the radio or TV, or tells a friend about their experience with a certain brand — they’re engaging in social media. For any media that you use for your business there is an obvious component of social media, whether it be from online or traditional.
Social media is hard to control
Online social media is problematical from the standpoint that your customers are not spreading the same message, and very possibly NOT the message that you may want them to spread. You essentially loose control of the message as it may morph into something far from what you intended, possibly even detrimental in some cases. By combining both traditional advertising — where you can
better control the message, with online and social media advertising, you have a basis to guide the social media aspect of your message instead of losing control of it. You can craft and remain in control of the “official”
version of your message, which sets the foundation for your customers to spread the word through both online and offline social media.
Traditional media sets the stage for your online brand
This ability of traditional media to set the stage makes it even more relevant and important, despite the higher costs. If you can preempt negative conversations by using traditional media, it makes online social media even more important, i.e. it is amplified. That's important, because when a customer writes an online
review of a product, it’s viewed as honest and credible. THAT is
the secret to the power of social media, but it must start with traditional media.
At this point let's point out the obvious. Defining your brand experience is entirely up to you, and ultimately it will be up to your customers. The better your product or service means to them, the more they will become an advocate for it. Is your business ready?
Fragmentation is a long tail
As media continues to fragment, an integrated approach to your advertising strategy is quickly becoming a necessity. Not everyone is online, yet everyone is bombarded with media every day.
Look for an integrated media mix of both print and online as you seek ways to cost effectively grow your business.
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