The pros and cons of traditional media for content marketing – WAU
Another year begins and the role and importance of digital in physical and corporate society becomes increasingly clear and evident. In this environment, content marketing is fundamental in delivering products and services rich in quality and interaction with the consumer. Consequently, a questioning becomes increasingly evident: […]
Another year begins and the role and importance of digital in physical and corporate society becomes increasingly clear and evident. In this environment, the content marketing it is fundamental in delivering products and services rich in quality and interaction with the consumer. Consequently, a questioning becomes increasingly evident: And the Traditional Media (also known as advertising) in this story? Does she still have a role in this story or is she definitely dead? What are the real advantages and disadvantages of using it? Discover now the pros and cons of traditional media for Content Marketing:
Two weights, two measures
Some marketers argue that maintaining tradition is essential for good practices and that one cannot live without the other. For the most modern professionals, online is here to stay and offline is dead, with no chance of resuscitation. Proof of this is the old maxim that says that the printed newspapers will be finished soon and that is why they try to make their web content stronger and stronger. Gone are the days when communication was made ‘from one to many’, and today the opposite is true, ‘from many to one’. An endless discussion that leads us to believe that there are no definite answers.
However, experts like Martha Gabriel and Philip Kotler, considered the largest and best in the industry in London, claim that they are complementary media and should coexist. In a recent interview, the speaker analyzes this balance as something difficult to be accomplished by advertising agencies. Those who know how to move skillfully between the two media are distinguished.
Let us see in detail the main points for and against the use of classical media in relation to virtual:
- It is a relatively expensive vehicle: TV, newspaper, magazine and cinema are the main means and consume a lot of contractor funds.
- It is a one-way street, without reciprocity: that is where the viewer, the listener, the reader, etc. enter. They all just receive the message, do not interfere with its progress.
- It is difficult to measure: the primary consumer is dispersed, with multiple interests and divided attention between the new media. When actions and clicks are not possible, the number of connected TVs no longer represents a consumer reality.
- Considerable drop in the number of newspaper readers per day: without readers, the ads contained in the copy impact less and less.
- Less public, less sales, more obsolete the channel becomes.
- The famous ROI, return on investment, has been dropping considerably for classic media.
- It is a slow medium for posting content: they obey pre-established times and dates, which frustrates the current consumer, much more agile.
- It remains a reliable alternative: according to data from the Ibope, in the first quarter of 2014, 57% of the public still watches open TV.
- The audience is already segmented, especially in newspapers, as the radio or television sections or channels, for example, offer a well-targeted audience.
- There is still space and demand for publicity: the same figures from last year show that there was a 15% growth in investment in advertising compared to 2013.
- It brings results in a short time: it follows the norm for every action there is a reaction, causing rapid consumer satisfaction.
- It is permanent and tangible: the exposure time to the delight of those who consume it is durable.
A two-way street
After reading all of this you can ask: but how is it possible then to combine the two practices, since this is highly recommended? The answer is simple and straightforward; this is already being done without the user noticing. Content marketing is also known for its unique characteristic, today called storytelling, that is: telling a story. And storytelling has been a practice performed for many years, as is the custom that parents have with their children.
Connecting the dots through words, videos, images and sounds goes far beyond digital and much earlier as well. The mere fact that there is an increasing number of TV channels also transmitted via the Internet is incredible. There are also companies that specialize in the digital business, bringing a vehicle before off to another world. An example of this is the Netflix movie channel. Of course, there was a growth and improvement in the cable channels, but simply because of competition.
Another great current ally is the famous cross promotion, where content crosses from one medium to another freely. For example, magazine ads that lead to a Facebook fanpage and vice versa. Simply because yes, social networks are also strong digital media of content.
A more specific example of this technique is the Nutella brand, which recently used TV, radio and social media companies to publicize their product in a recent campaign that held the user in a delicious plot.
At the end of the story, “content is king”, as the old maxim once said by Bill Gates says. And because he has this power, he can cross the virtual and real worlds, on and off, and always offer new things to that restless consumer that I mentioned at the beginning of this post. And so, truth be told: the traditional media never died and will not die.
With so many pros and cons it can be difficult to establish a concrete opinion and that is exactly what happens. There is in fact nothing defined in one medium that eliminates or alters the other; what really happens is a great waltz of benefits.
Including content marketing in your strategic mix is nothing more than a great way out of this changing time, this generation that seeks to innovate and be more and more bold. After all, why are water loads such a consolidated and venerated format for years on end, which comes from well before my father was born, will come to an end now, after a long walk? Your assiduous consumer, loyal at the time of grandpa, has to continue to see yesterday’s reference to yesterday so that this confidence will bring better and better results.
Until next time and be sure to express your opinion in the comments and share the post on social networks!