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Traditional Media and New Age Media Walk Hand in Hand

By: Maher Bash, Account Manager, Virtue PR & Marketing Communications

There’s been an on-going debate over traditional media and new age media. While many are of the view that new age media should be used to fill the gaps where traditional media fails, some believe that new age media should mirror the traditional media communication plan. As with many theoretical debates, there is no right or wrong answer.

However, it is essential to strike the right balance between both of them. While new age media, also known as digital media offers the ease of interaction with customers, and provides quick access to information;traditional media still remains an integral part in our lives, allowing us to watch what we want, when we want.

Traditional media to a large extent includes television, newspaper, radio and magazine ads, whereas new age media include online advertising, online streaming and social media advertising. Both of them are powerful and have the capability to reach consumers and other businesses with ease. Each can provide exposure and spell historic success for the brand, and when combined, the benefits of both can be enjoyed while they compensate for each other’s weaknesses.

It is therefore recommended to use the two approaches together in order to maximise the impact of your marketing efforts. As traditional media is generally considered to be passive, new age media is said to be active as it offers instant feedback and customer interaction. If used together, the two approaches not only complement each other, but also help achieve the company’s intended objectives. Utilizing both traditional and new age media together also helps you to spread the message to different channels. While most customer these days have access to a large chunk of media channels, the younger audience is likely to be more digitally savvy. By using both methods, your company is able to reach more potential customers.

Traditional media as we all know is well established and can reach to a broad customer base. New age media on the other hand if used with traditional media can help reach a niche audience. Using both of them together can not only help spread the message, but also build relationships with the consumers that are deeper and more relevant.

So if you’re looking to create some positive noise, let your marketing strategy be a fair mix of traditional and new age media. They feed off of each other and are mutually beneficial, each making up for whatever is lacking with the other. They complete and complement each other.



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