Digital media connects individuals within diverse means, allowing users to hold conversations across distance and time. Digital media also allows for enhanced communication across cultural, economical, political, social and religious divides, allowing for greater knowledge sharing. The power of the web is the ability to deliver content to consumers with a click of a button. Consumers are able to access content through a number of different sources and formats, including social media sites such as Facebook, MySpace, Twitter, and YouTube. However, traditional media still has a significant impact on how content is accessed and used by individuals.
Traditional Media is predominantly focused on providing consumers with information. This information may be regarding products and services, entertainment choices, and news. These sources tend to focus on content, which helps clients and consumers find information. The impact of traditional media and digital media on brand perception is relatively unknown; it is believed that digital media provides an untapped opportunity to build stronger bonds with clients and consumers, as well as improving brand image.
With the rise of digital media, traditional forms of advertising are no longer necessary. Television, radio, and print publications still play a key role in communicating with clients and consumers. Social media sites have also opened opportunities for brands to advertise. With this said, brands must consider how traditional forms affect their online presence. In essence, brands are competing with other online companies to be found on social media sites.
As mentioned previously, traditional media still provides a platform for consumers to find and access information. While digital media provides a larger audience, it is also a potentially isolating experience. Consumers tend to “tune out” advertisements they do not understand. The Internet has created a unique opportunity for businesses to utilize traditional forms of advertising in a more effective way. Traditional forms of advertising are also commonly used as a means of informing consumers. Many people prefer to listen to or read advertisements geared towards them and their needs.
Digital media allows businesses to take full advantage of this strategy. Because the Internet can reach people of any age or interest, traditional ads are reaching new audiences daily. Brands must be willing to explore creative and new ways to attract consumers. There are a number of different options available for businesses when it comes to advertising on the Internet.
The key to this strategy is consistency. It is important to conduct research and identify the best form of advertising for each individual situation. Branding agencies provide brands with the experience and know-how to help them create a flexible strategy that works for the company. They can also guide organizations in implementing the new technology.