Introduction
The digital media are currently the trend in advertising and promotion. There are several benefits that are attributed to digital media. This has led to individuals in the advertising field fail to recognise the traditional methods that still play a key role in introducing and maintaining a products relevance in the market. After an extensive research, I have discovered there are pros and cons for each method of promotional tools. The traditional tools of advertising and promotion should not be completely disregarded. An approach should be established that combines both the modern digital and traditional promotional tools.
Advantages of Digital Media Marketing
The digital media encompass a number of media which include internet, blogs and social media. The use of this medium accrues a number of benefits to the organisation marketing its product. These advantages are outlined below.
- Digital media reaches a vast number of people. This is because many potential customers use the internet and cell phones on a daily basis and can access to advertiser’s information quickly.
- There is cost efficiency since a huge number of people are reached by the advertisement at a lower cost. It is also cheaper to maintain the online advertisement.
- It facilitates interactivity and feedback between the firm and its potential clients.
- It eliminates the use of manuals thus making it easier for the customer to access the information.
- Digital media can be easily captured, manipulated and easy to work with by any business enterprise.
- Information is always available for customers.
- A company can target its audience efficiently.
Disadvantages of Digital Media Marketing
- Most readers do not read the digital media information but rather scan.
- Digital media does not incorporate the human touch that customers can relate with when reviewing the advertisement.
- Some designs are costly especially in developing them and cannot be afforded by small enterprises.
- The internet offers an extensive range of advertising websites and thus it is difficult for a company to choose the best website to use.
- Consumers are easily distracted from viewing an advertisement due to the existence of other option in the internet.
Advantages of Traditional Approaches
- Mediums like television have a high impact since many people own a TV and the audience can be targeted at the right time.
- Medium like radio are cheap and can allow an advertisement to be repeatedly aired thus reaching the public.
- Most traditional mediums are immediate and thus favour promotion that are of an emergency nature.
- Features provided by conventional methods like the newspaper allows a firm to select a segment in the newspaper that will receive much attention.
Disadvantages of Traditional Approaches
- These methods demand high levels of originality and creativity to capture the attention of the public.
- Traditional methods are costly to maintain and time consuming.
- It is challenging, for a company to promote its product in a global market when using newspapers or radio.
- Do not offer 24/7 access to services and products by the consumers.
- Advertisement in mediums like magazines takes a long time to reach the intended audience.
Conclusion
A business advertising strategy should incorporate both the digital media and the traditional methods of advertisement. This is because both approaches supplement each other’s thus minimizing the shortcomings. Heavy dependence on one form of strategy can prove to be very dangerous. The best media to introduce MM’s new product in the market should be a combination of both the digital and the traditional media.
References
Forte. (2006). Traditional Advertising Media Pros and Cons. Retrieved from Inconcert Financial Group: http://www.inconcertfinancialgroup.com/forte-consulting/advertising-media-pros-and-cons.shtml
Fraser, A. (2012, November 8). Advantages and Disadvantages of Traditional and Online Marketing. Retrieved from Armongatus: http://armongatus.com
Pricken, M. (2008). Creative Advertising. London: Thames & Hudson.
