For a brand to make a mark, it needs to market itself – and do it well. Not breaking news, we admit. Unfortunately, in light of the fact that a specific advertising strategy worked five years back – or even five months prior – doesn't mean it will be successful today. This is when the battle between traditional media and digital media advertising begins – but new doesn't necessarily mean better.
For a brand to remain on the cutting-edge, it needs to monitor both traditional and new strategies of advertising – what's working? What's most certainly not? What gives the best quantifiable profit (ROI)? Also, in particular – which strategy would you use to build your brand?
For a long time, conventional media had commanded the advertising arena. Coca-Cola advertisements, auto dealership radio promotions, deal announced in daily papers, direct mail flyers, and cold calling – these were widespread media of communicating with the target audience. This is also called outbound advertising, as in you're sending your message out to potential buyers – and trusting that they're tuning in.
But, technology and thusly, consumers, such as everything else – advance. People begin cutting the link rope. They're tuning in to iPods rather than the radio. And print media? Talking about its death is a banality now. But, before the battle to build your brand begins, let's talk about new media.
Search engine optimization. Content marketing. Pay per click advertising. Facebook campaigns. Twitter ads. Email marketing. While these strategies have been around for more than a couple of years, regardless they're considered to be a piece of new media. This is otherwise called inbound advertising – the buyer comes readily to the marketing channel and sees products (ideally) catered towards their taste. Although, email marketing is often viewed as being both an inbound channel and outbound.
The issue with new media is that the best practices can change overnight. Google releases a search engine update and your SEO content isn't viable any longer. Facebook chooses you to have to pay for users to see your posts. While new media is essential, it has its downsides.
Both of these forms of media comprise two very different audiences; and in order to target both of these, the brand in question needs to embrace – with their flaws - both forms of media, traditional as well as digital.
And what better way to start off your advertising journey, than by being a part of an agency that caters to both? Get in touch with us, a full-service digital and traditional marketing agency, at www.collateral.co.in today!