One of the hottest topics on digital marketing blogs is the death of traditional media
. Almost anywhere you look on the web, you’ll find leading experts forecasting the demise of print, television, radio and other forms of traditional advertising. However, despite their grim predictions, traditional media isn’t dead. Rather, it’s evolving to meet the demands of consumers’ always-connected lifestyles. Smart marketers who want to attract and engage broader target markets, are taking a mixed media approach because they are aware that if they abandon traditional marketing, it will limit the reach and influence of their content.
Video (and Social Media) Didn’t Kill the Radio Star
While there’s no doubt that we’re living in a digital world, traditional media still has value. New media hasn’t exactly killed old media. Instead, it has forced marketers to rethink their strategy and to adopt an integrated mindset. Savvy marketers are finding new and creative ways to incorporate print, radio, television, and outdoor advertising into their marketing campaigns and are using digital technology to amplify the reach of traditional media.
Radio Still Plays an Integral Role in American Life
Radio still has the power to reach millions of consumers across markets in real-time. And, according to Nielsen’s State of the Media study conducted in March 2015, radio continues to play a major role in Americans’ lives, reaching 243 million listeners weekly. With over 91% of Americans over the age of 12 tuning into their favorite stations every week, it’s easy to see how much of an impact radio still has on people’s lives. That’s why marketers who ignore radio and other forms of traditional media like print and television are missing out on key opportunities engage their target audiences.
A Mix of Old and New Media is the Best Recipe for Success
Today, the most successful marketers are taking a mixed media approach. They are integrating social media into traditional marketing campaigns. By doing this, they create compelling content that attracts and engages a wider network of listeners, readers, and shoppers. Forward-looking marketers are also aware that more and more people are using smartphones and tablets to search for what they want to buy online first. That’s why many of them are using digital first as a point of contact to create better overall customer experiences while enhancing the scope of traditional media.
Despite the gloomy forecast, traditional media isn’t going to disappear anytime soon. Rather, radio, print, and television are transmuting into the digital space. From online streaming to dedicated social channels to people’s favorite TV shows, newspapers and radio stations, digital media is supplementing traditional media, not eliminating it.