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Traditional Media: An Endangered Species?

“In 1965, a company could run three 60-second commercials in prime time and reach 80 percent of the television viewing audience. Today, it would require more than 125 commercials to do the same,” according to the 60 second marketer. It’s safe to say that the way we incorporate marketing into our business has changed. But, have the old techniques completely disappeared?

In past years, advertising was solely a one-way street. Here’s what we have to offer, take it or leave it. Now, with the invention of more interactive media such as social networking, a two-way street has opened up in which consumers can respond back to the business with their opinions. This single attribute has caused advertising to take on a completely different approach.

A more complex being, marketing has grown so much that it is necessary to merge the traditional media with new media, creating a bridge between the customer and the brand. It’s not enough anymore to do one or the other. There is still a large amount of people who look to newspapers, radio and other print materials. Traditional media is still a useful tool to gain an audience; it’s just not as effective as it used to be. Likewise, social media has the potential to reach a large amount of people; but not everyone participates in social networking. Therefore, to achieve your fullest marketing potential, a blend of the two media must be applied.

With technology advancing at a substantial rate, new media is becoming even more convenient for your audience. Applications on Blackberries and iPhones make it possible for people to view your profiles at the touch of a button. In fact, Blackberry just launched a new LinkedIn application. Considering that Blackberry is most often associated with the business world, LinkedIn seems an appropriate add-on application. Yahoo has recently made it more convenient to use Facebook through its mailbox. Statuses can be updated directly through mail without even having to enter the Facebook site. People like convenience and, right now, new media is what is convenient.

So is traditional media extinct? Absolutely not. I wouldn’t even say it is endangered because there are many people out there who still look to it for news. However, with new media at an all-time high, you never know what the future holds for the marketing industry.

Netwave Interactive has assembled a staff of professionals who are experienced in traditional media and, also, well-aware of the techniques for using new media. With an approach encompassing all of the marketing vehicles, both new and traditional, clients are sure to reach anyone in their target audience.