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Traditional Marketing Vs. Digital Marketing

 

Kris Ruby, CEO of Ruby Media Group, joined Cheddar TV to discuss how advertisers can effectively combine traditional and digital marketing methods.

These are the Traditional Marketing Strategies That Won’t Die in the Digital Age

Topics covered in this segment:

  • Is traditional marketing still relevant?
  • Can digital marketing replace traditional marketing?

TRADITIONAL MARKETING TECHNIQUES THAT STILL MATTER

What is traditional marketing?

A traditional marketing strategy relies on conventional media vehicles including:

  • Radio
  • Television
  • Magazines
  • Brochures
  • Advertising
  • Billboards

Traditional forms of advertising were calculated by volume and audience.

For example, if you were placing paid media buys through traditional marketing channels, you would ask the following questions:

  • Newspaper. What is the newspaper’s readership? How many people will be exposed to my message?
  • Radio. How many listeners will hear my message?
  • TV. How large is the viewership for the TV network?

When evaluating a traditional or digital marketing strategy, you want to consider:

  • The cost of customer acquisition
  • The lifetime value of the client (or lead)

Digital marketing vs. traditional marketing

What is the difference between traditional marketing and digital marketing?

The main difference between digital marketing and traditional advertising is customization and targeting.

Traditional marketing = wide net.

Digital marketing = highly targeted net.

People purchased traditional advertising largely based on national reach vs reaching the right people in their target audience through highly targeted digital advertising.

Advantages of Traditional Marketing

What are the advantages of traditional marketing over digital marketing?

Traditional marketing is a great choice if you want to cast a wide net and reach as many people as possible on a national scale. One of the main disadvantages of digital marketing today is the rise of ad blockers, which can hurt how many people are being exposed to your marketing messages.  Today, more than 600 million devices are using ad blockers.

Many of the clicks you are paying for in a digital advertising campaign can be fraudulent. For example, the high click-through rates and traffic you believe you are generating (and paying for!) may not be what you think it is.

You are paying for one thing that isn’t necessarily what is being delivered.

So, if you are spending money on digital advertising, the cost per click you are paying can be dramatically different if you are reaching a bunch of bots and ad blockers. Plus, if less than half of all online ads are viewable because of ad blockers, you have a problem.

This is one area where traditional marketing will remain supreme and has a major advantage over digital marketing.

Bob Hoffman, author of “BadMen: How Advertising Went From A Minor Annoyance To A Major Menace” said, “According to the World Federation of Advertisers, within 8 years ad fraud may become the second largest source of criminal income in the world, after drug trafficking.”

Why is traditional media still important in advertising?

Has the rise of influencers (especially news influencers/commentators) hurt local news organizations with increased competition in coverage and advertising?

Kris Ruby digital marketing vs traditional marketing cheddar tv

Why would a brand pay the quote in a smaller news organizations media kit when there are influencers who will work for less or have larger followings?

The rise of influencer marketing has hurt local news organizations on a hyper local level. Consumers are always excited about the latest shiny thing when it comes to marketing trends, regardless of whether it is the right strategic approach for their business.

That being said, a brand should still consider paying the advertising quote in a local news outlets media kit even if there are influencers who will work for less.

Why?

Because many of these influencers who tout large followings may not even have real followers. You can read more about the Instagram black market and trend of buying and selling Instagram accounts

As marketers, it is important to  look at how many of those followers are actually real. Plus, you have to look at if the followers are relevant to your business.

The best local marketing plan is one that is a strategic and comprehensive integrated marketing communications plan. That would include paid media (ads), Influencer marketing, social media marketing, public relations, content marketing and digital advertising.

Influencer marketing cannot replace the value of traditional advertising.

For example, if your target demo is men 65 plus and they aren’t active on Instagram, it doesn’t matter how many followers an influencer has or how much cheaper their rates are in a media kit.

The local print outlet will most likely be a better match to meet your target demo.

Pro Tip: The media vehicle has to match the target demo and what their media preferences are.

How can digital and traditional marketing work together for your brand?

Traditional and digital marketing can complement each other in a strategic integrated marketing communications plan.

Both can be used to pursue similar outcomes of:

  • Engagement
  • Brand awareness
  • Brand preference

In a digitally-dominated world, why do you think some traditional marketing techniques still hold value and relevance?

It’s not as much of a digital-dominated world as you think. Not everyone is a digital native and for some parts of the marketing puzzle, traditional marketing channels pull a stronger ROI and reach a better audience.

The power of digital marketing is the power to go very narrow — targeting with a level of sophistication we’ve never had before until now.

But marketers don’t always want to go narrow.

Sometimes, they want to reach a much broader audience. And, if that is what you are looking for, traditional media may still be a better vehicle to achieve that outcome.

What are some ways advertisers have combined traditional methods with a progressive approach that includes digital PR/marketing?

  • Sponsored Content, Event Marketing, Access to big data
digital marketing vs traditional marketing

Marketers use traditional media for brand awareness and leverage digital platforms to drive purchases as the moment of decision making.

Conversely, there are thousands of examples where customers first find out about a product online and then make their purchase decision based on subsequently seeing traditional advertising or PR.  This is why it is important to not overly rely on one type of marketing channel. Ideally, you want to be doing a combination of different marketing vehicles.

How have traditional media outlets and publications figured out ways to reach new markets and consumers?

The most important question is not how traditional publications can reach new markets but, instead, if they can make it profitable.

The main problem with the publishing industry is that it existed on lightly targeted advertising, and now marketers want more-narrow targeting.

A full-page ad in The Wall Street Journal can cost a quarter of a million dollars for one ad.

Or you could spend a tenth of that and carefully reach only those people who were actually potential buyers of your product or service. It’s a no-brainer.

In some ways, big print ads are becoming what PR used to be — a signaling device that tells people a company is established and legitimate.

What are some of the trends you’re seeing in Out of Home advertising that are helping brands extend their reach?

Even in out-of-home (OOH) advertising, digital advertising has changed the game. For example, there are digital billboards near the Las Vegas airport that tens of millions of people see a year.  You have to drive past them as you leave the airport and they’re very popular with consumer brands and companies that advertise during conventions.

In the old days of marketing, buying that billboard for a month or a week would have cost a small company a fortune – it would have been totally out of reach.

But now?

What if you knew your biggest potential customers were all flying in the night before a trade show, and you could buy an hour on that billboard?

What if you had one big prospect you wanted to target and only needed that billboard for 15 minutes or less?

With digital advertising, the owners of ad platforms can accommodate marketing asks like that.

It’s not that it’s more affordable on a per-impression basis, but that it’s affordable because you no longer always have to buy a whole billboard for a month or more.

So, the difference is not only cost, but the frequency and volume of the media you are buying as well. You now have the option to purchase large scale OOH media for a fraction of what it once cost if you purchase it for a shorter period of time.

THE FUTURE OF MARKETING: PREDICTIONS

Is the age of mass media over?

The age of mass media is not over; it is just evolving.

As we have seen with the explosion of the podcast industry, it is becoming more of a niche digital marketing landscape. I expect to see this trend continue.

PR tactics will change depending on generational media consumption preferences. Before you can place media for a brand, you must understand who the target market is and what the media preferences are within that demographic.

For example, if you are a brand that is targeting baby boomers, traditional marketing and PR would be a good approach to reach this demo because this target audience watches TV.

However, if you want to reach millennials, TV may not be the right approach because the majority of these consumers get their news today from social media and digital channels.

The key here is to ask the following marketing questions:

  1. What media matters most to your target demo?
  2. How do they consume media?
  3. What are their media consumption preferences?

Create a media strategy accordingly and determine if traditional media is a more effective vehicle than digital marketing to reach this demo.

 

TRADITIONAL MEDIA VS. DIGITAL MEDIA RESOURCES

 How Publications Increase Revenue In a ‘Grow Or Die’ Environment 


How Publications Increase Revenue In A ‘Grow or Die’ Environment

Social Media Strategist Kris Ruby CEO of Ruby Media Group recently joined Cheddar live from The New York Stock Exchange to discuss innovative ways the publishing industry is changing the way it looks at revenue and why companies are investing in millennial talent.

In this video, NY Digital Media Strategist Kris Ruby discusses:

  • Why a recent study showed a positive outlook for magazine media and what to make of the outlook.
  • How media companies are taking a new approach to making money
  • How social media plays a role in media companies making money and if it is truly a reliable revenue source
  • How other companies can keep up when Facebook and Google have a combined 57.1% of market share this year

PLUS the answer to…

  • Is there any money to be made in print or is it all in digital?

Watch to find out!

Kris Ruby Cheddar TV

 

HOW SOCIAL MEDIA IMPACTS PUBLISHERS

Social media changed the way we consume news. But is this a good thing?

Why are local newspapers struggling?

Newspapers are struggling because newsrooms are shrinking locally and they don’t have the infrastructure and team to support the massive demands that traditional print publishing requires. This is why you have seen so many local newspapers get acquired by larger regional players in their respective markets. This is a major problem for local news.

People depend on local news for reporting and to know what is happening locally in their area. Now, you have added pressure of these traditional print outlets to make quota and fill dormant ad space.

What does this mean for journalism?

It means the notion of church and state from an editorial perspective is slowly shrinking and the lines are becoming blurred. This is also why you have seen such an increase in advertorial and sponsored content. Local newspapers and media outlets are looking for new ways to reinvent themselves to stay alive in a media landscape that is rapidly declining.

This makes it even more challenging for people who really want to get their business featured in the local news because it is becoming increasingly difficult to get organic editorial without also placing ads in these outlets.

As a publicist of 12 + years, I can unequivocally say this. I see it all the time and also have to explain the process of how local media has changed and how the new media landscape works.

SOCIAL MEDIA’S IMPACT ON LOCAL ADVERTISING

Has social media harmed or helped news organizations?

Unfortunately, social media has harmed local news organizations. Why? Because with targeted Facebook ads, people quickly learned they could get a much better ROI with digital advertising dollars deployed on Facebook for way less than they were spending on traditional print ads.

Plus, these print ads aren’t targeted and pinpointed as precisely as Facebook ads are. There is simply no comparison in the precise targeting options that digital social marketing offers.

Ads in local papers still play a role in brand building, but they are not the whole marketing communication pie that they once were. Social media tech giants have substantially cut into the profits of local media outlets.

Is social media good for local advertising and local publishers?

Social media has also made it increasingly harder on the responsibilities for journalists. Instead of only focusing on reporting, local journalists also have to focus on how to get more eyeballs to their Facebook news page or Instagram account.

Journalists and news anchors are under tremendous pressure from the higher-ups at the local news stations they work for to get more followers and likes on social media. They have to worry about being brands on social media in addition to reporting the news.

Don’t you want your local news reporter to be laser focused on reporting the news, instead of focusing on reporting in addition to how to get more Facebook fans?

THE DANGERS OF LIVING IN A NEWS DESERT

Why is local news important and what are the dangers of living in a news desert?

Local news is important, especially for an aging population in a specific region.  This may be the main way they access their news if they are not able to be as mobile as they once were. The dangers of living in a news desert are extreme.

Whoever controls the news controls the narrative. If you only receive your news from a few sources, such as Facebook, that news may be skewed and can contain bias. Plus, Facebook has gone back and forth on what their role really is.

  • Is Facebook a media company?
  • Is Facebook a publishing platform?

Facebook has yet to take a definitive stance on answering these very basic questions.

Facebook also needs more content moderators and a standard set of content guidelines if they are going to be in the role they have found themselves in. They cannot change the guidelines when they deem fit to support a narrative.

Facebook and Google control what we see. That means if Facebook decides that vaccine information is bad, they won’t show it to users. This is dangerous for users. Why?

Traditionally, consumers had access to ALL information on both sides of any topic and could decide for themselves.

That’s no longer an option if big tech makes publishing decisions and tells you what is real and what is fake.

Shouldn’t consumers get to decide that?

Social Media and the Future of Traditional Publishing

It is dangerous for Google or Facebook or big tech to control the news.  They control the entire search market- they are not neutral parties here. Massive ad dollars are deployed at these companies and when advertising is involved, that will impact what information is shown to consumers. It shouldn’t. There should be a clear delineation, but unfortunately, we are living in a new world where it is all blurred because of social media.

The dangers far surpass Facebook or Google. There are news dangers on every major publishing site that allows contributors too. When you allow this to go unchecked and publishers have people contributing content marked as journalism without any checks and balances, you ultimately dilute the name of that publishing outlet.

Something has to change or journalism as we once knew it will become extinct.

RESOURCES

Fox Business Interview “Facebook Expands Today In News”

Traditional Marketing Vs. Digital Marketing