The emergence of digital media has had people thinking that traditional media will eventually become obsolete. While digital media transformed brand communication for the better, traditional media stays at the core of consumers’ entertainment and purchasing habits.
William Seegmiller manages brands of clients, building their presence in digital, traditional, and other media. According to him, brand communication principles never changed. Digital and social media are much cheaper to maintain than traditional. As a result, small to medium businesses turn to innovative media and forego traditional media for marketing and advertising efforts. Experts in the industry have found that the integration of emerging media to marketing strategies increases short-term success in brand awareness.
Mass marketing, which employs traditional media, is the key to long-term growth. Marketing and advertising professionals projected a steep decrease in television, radio, and other mass media reach when digital media emerged. However, the predicted decline has not happened. TV, radio, and newspaper still maintain a reach emerging media cannot hold. When it comes to brand discovery, television advertising wins. A single television broadcast can achieve the reach of a two-week digital marketing run.
The digital era places information in the hands of consumers on demand. With media landscape shifting, traditional media still plays an integral and influential role in branding and marketing. SMB owners must allocate a healthy budget for their companies’ marketing efforts to achieve short- and long-term business success. A balanced approach to increasing brand awareness will help optimize the efficiency and effectiveness of campaigns, says William Seegmiller.