Marketers have had a task to determine what proportion of advertising is to be allocated to digital media as to other traditional media like televisions and newspaper. Rsearch has shown that in America, cmpanies using 20% of their advertising budget on online videos, is campaign rises by 5% unlike when using 100% of the budget on traditional media like television (Olsson 2009). I was also shown that complementing traditional media advertisements with digital media advertisement increased the consumer interests. Te companies have used traditional media as a way their consumers to the digital media.
Tis has been made successful by actively engaging the consumer and interacting with them to give them the clear uniqueness of the companies’ products. Tese consumers research further using their smart phones on products they see on traditional media which offline hence complimenting the traditional source (Nightingale 2007). Cmplimenting traditional media can be tricky and the type of digital media to compliment it should be chosen carefully. Tis should come in when the traditional media way of advertising has reached a saturation point market, tat is, tere is no change in response of the market towards this type of advertisement.
Te digital type of media is chosen by considering the amount of time the target audience spends on this media and how comfortable they would be while using them. Cnsideration on how effective these digital reach the target audience also comes in handy (Nwammuo 2011). Cmparing traditional and digital media, i would be true to say that the lifespan of a traditional advertisement is short as compare to a digital one te advertisement remains in the mind of a target audience for a short while after seeing or reading it.
Tis can only be improved by constantly providing this information in the traditional media for them to remain in the mind of the consumer. Tis may be expensive to advertise as the advertising media will continue changing them the same rates as before. On the other hand, dgital advertisement will reach so many people once it is properly advertised and maintained and the advertisement will move far and wide the network social media grows (Staiger 2009).
Fr example, acompany may twitter to market their product. Te more the followers they have the more people they get to. ..
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