Traditional Media Versus New Social Media Differences, Impact And Outcome

Introduction
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The successful promotion or advertisement of your
product depends on your choice of media.
The advertisers prefer mainly two media platforms –
1. Traditional Media
2. New Social Media
Both have their unique characteristics and they do not
make an equal impact for every campaign.
You therefore need to analyze each platform to make out
the major differences between these two.

The Legacy of Traditional Media
Traditional media is used by business people to reach a
maximum number of companies and consumers in the
shortest possible time.
It has various forms:
Newspapers, radio, television, magazines, banners – all are
part of traditional media.
Door-to-door campaigns, handbills and hoardings are also
considered to be forms of this media.

The Legacy of Traditional Media (cont.)
Traditional media conveys a one-way message to the
consumers.
As it is a non-interactive platform, the buyers do not
make any direct contribution to the campaign.
Advertising through this media is a little costly, but the
impact it creates is immediate.
Though it is a sure shot way to reach people at one-go,
the results of it are short-term.

The Rise of Social Media
Social media is commonly referred to as digital media. It
involves the online methods of promoting business with
the help of internet.
With technological development, the advertising and
marketing procedures through social media are also
evolving in many ways.
Facebook, YouTube, Twitter and several other sites are the
fundamental tools of this digital media marketing.

The Rise of Social Media (cont.)
E-marketing via online blogs and e-mails, PR, content
writing – all these are part of social media marketing.
These digital media components have been around us
since long.
Improved technology has helped them to gain popularity
in the past few years.
Social media is less expensive compared to the traditional
media. It also makes a long-lasting effect.

Traditional Media Versus Social Media
The scope for further discussion and improvement is absent
in traditional media. But, in case of social media, there are
chances of making immediate improvisations.
Unlike traditional media, digital or social media uses a two-
way conversational strategy which makes the campaign
interactive providing ample scope for discussion.
Through digital media, consumers can communicate with
each other and share feedbacks regarding the quality of
products or services. This is not possible in case of
traditional media.

(cont.)
The message conveyed by the social media is intimate and
effective. It is more like a friend’s advice on purchasing
something.
In case of traditional media, the success of the campaign
mainly depends on the attractiveness of the promotional
message.
One can publish his advertisement just by a click; it takes
only a few seconds to reach out to the consumers through
digital media. Traditional media takes a lot more time to
broadcast the message.

(cont.)
In spite of having so many differences, both the media plays
equally important role in keeping common people aware and
informed about the products and services offered by various
companies.
Both of them engage in tedious job of collecting info after
doing extensive research and verification. The target
audiences of both the platform are same.
But the superiority of technological progress has helped
social media to gain edge over the traditional form.

Traditional Media’s Battle for Survival
in Wake of New Social Media
Traditional media marketing is gradually becoming less
effective. The consumers are paying less heed to the
campaigns done via print or audio-visual media.
Swiping from one channel to the other (in radio and TV
mainly) is very easy. People do not want to waste time over
the commercials. Pages can also be turned, and promotions
can be ignored.
Hence, traditional media has to come up with new survival
strategy if it wants to co-exist along with digital media.

in Wake of New Social Media (cont.)
With the ever changing tastes and needs of customers, the
marketing techniques and strategies have also taken new
shapes.
Digital media serves for the new demands of the
consumers. Easy access to the internet has helped
everyone to enjoy social media platform. Most importantly,
it is not time taking at all.
Hence, the digital or social media is preferred to the
traditional one these days.

CONCLUSION
Experts think that one day, only the new social media will
be ruling and the existence of traditional media will be at
stake.
None can deny that the future of the marketing and
advertisement world now depends mainly on the social
media. With time, it will take over the traditional media.
But till then, the role of conventional media platform in the
development of business worldwide needs to be
acknowledged.

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Traditional Media Versus New Social Media Differences, Impact And Outcome

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