Digital Vs Traditional Media
At any given moment consumers can go online to watch TV, read the paper, listen to music or get advice from a magazine for little or no cost. Traditional media is loosing ground to new innovations on the web. With this continuing trend, it seems time-honored media practices might become a thing of the past.
What’s the Difference?
When it comes to the differences between digital media and traditional media, digital is in a whole different weight class. With tracking, targeting, and instant results, digital media offers almost everything that traditional media brings plus a whole lot more. Not to mention it comes with a fraction of the price of conventional media. According to Jerome Fountaine, CEO and Chief Tracker at Fournaise reported “online media are on average 35% more result-effective than traditional ones.”
However, the battle between these two medias isn’t quite over yet. TV is still holding strong and is currently the top preferred media choice for all consumers. While people may have access at anytime on the internet, it does not replace the reading experience of news papers and magazines. Being able to hold and feel media makes these traditional ways preferred by a surprisingly high amount of people. Because the internet is so diverse, it is difficult to measure the reliability of digital media. Nelson Ratings measured consumer media trust and found 69% of consumers “trusted” newspaper articles and less than 40% “trusted” online medias.
The Bottom Line
For now, companies need both traditional and digital media to stay on top. A traditional media company with a strong brand and digital product will be able to beat all but the best internet companies. Finding the right balance during this transitional era will be pertinent to the relationship consumers have with business and will ensure a long life of any product or brand.