Traditional Media VS Digital Media: Which Tops ROI?

Once upon a time, we lived in a world where all information was brought to us via a newspaper or a radio programme. Television appeared in the 1950’s and it quickly became the most common medium of reaching out to consumers – most families would sit down after dinner and watch the news, inescapably catching a few adverts in-between programmes.

Since then, advertising and the way news reached us has evolved and just keeps getting better at pinpointing its “victims” day by day. The first consumer computer was invented; 40 years later it is the most accurate intelligence and a marketers best friend. Social media, E-zines, E-news, email and smartphones (to name a few) – is traditional media dying because it appears almost incompetent when compared to the quick evolution of digital superstars?

There is no feeling like the one you get when you see your company on the pages of a glossy magazine or a crisp printed newspaper. A sense of pride and exclusivity is inevitable, but is the article getting the same desired reach as a successful tweet or a mention on a reputable blog? Online, it is easier to filter your content to the right audience rather than sending out information to a bulk audience who will never have a need for your product.

Digital Marketing: The Internet

When you post something on the Internet, it stays on the Internet. As a blogger who checks her statistics regularly, the most popular post was one I posted a year ago about a product I reviewed, even after all this time has gone by and the hype around this product disappeared, everyday the post is viewed by over 250 people. 250 x 365 = 91,250 views, and the cost for the company – £0.00. A third of a page in a well-known magazine with the annual circulation of 100,000 would cost a company about £8,000 to be displayed for just a month. Traditional media is becoming expensive and hard to tackle with the rise of blogs, review sites and social media platforms. What appears even worse for magazines is that consumers now react better to peer reviews over advertisements – so when they want to find out about a product, they turn to blogs and Facebook (one of the most popular way of the 21st century human to express it’s feelings about certain products).

There are downfalls as well as benefits to each method of distributing your content – whether you choose digital or traditional, you have to choose the right method for you company: perhaps if your business is aimed at a circle of people who have little to do with technology, money would be best invested into traditional and printed press. You just have to know what is right.

Rooster Marketing offers clients’ advice and strategies on how to engage audience over both traditional and digital platforms. For information on how we can help your brand engagement and promote to your audience, call us on 01962 841200 or email [email protected]

Posted by Nick Bulfin on 24 Jul 2013