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. Research has shown that in America, companies using 20% of their advertising budget on online videos, its campaign rises by 5% unlike when using 100% of the budget on traditional media like television (Olsson 2009). It was also shown that complementing traditional media advertisements with digital media advertisement increased the consumer interests. The companies have used traditional media as a way to redirect their consumers to the digital media. This has been made successful by actively engaging the consumer and interacting with them to give them the clear uniqueness of the companies’ products. These consumers research further using their smart phones on products they see on traditional media which offline hence complimenting the traditional source (Nightingale 2007).Complimenting traditional media can be tricky and the type of digital media to compliment it should be chosen carefully. This should come in when the traditional media way of advertising has reached a saturation point in the market, that is, there is no change in response of the market towards this type of advertisement. The 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. Consideration on how effective these digital reach the target audience also comes in handy (Nwammuo 2011).Comparing traditional and digital media, it would be true to say that the lifespan of a traditional advertisement is short as compare to a digital one because, the traditional advertisement remains in the mind of a target audience for a short while after seeing or reading it. This can only be improved by constantly providing this information in the traditional media for them to remain in the mind of the consumer. This may be expensive to advertise as the advertising media will continue changing them the same rates as before. On the other hand, digital advertisement will reach so many people once it is properly advertised and maintained and the advertisement will move far and wide as the network of social media grows (Staiger 2009). For example, a company may twitter to market their product. The more the followers they have the more people they get to
Nightingale, V. (2007). New media worlds: Challenges for convergence. South Melbourne, Vic.: Oxford University Press.
Kawamoto, K. (2003). Digital journalism: Emerging media and the changing horizons of journalism. Lanham, Md.: Rowman & Littlefield.
Staiger, J. (2009). Convergence media history. New York: Routledge.
Olsson, E. (2009). Media Crisis Management in Traditional and Digital Newsrooms. Convergence: The International Journal of Research into New Media Technologies, 446-461.
Nwammuo, A. (2011). Mediamorphosis: Analyzing the Convergence of Digital Media Forms alongside African Traditional Media. African Research Review.
The fusion marketing bible: Fuse traditional media, social media, and digital media to maximize marketing. (n.d.). Choice Reviews Online, 50-5695.
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