There is no doubt that digital media is becoming more and more prominent every day. Everything has a website, it’s all about fans and followers, there’s an app for “that,” and tablets are making print feel irrelevant. However, despite rumors and myths, digital is not replacing traditional media; it is enhancing it. While advertisements have shifted from “buy now” to “follow us,” traditional media is being forced to learn how to play with digital media to create a more well-rounded, powerful campaign. Because of this, companies are starting to take digital media more seriously realizing its importance in creating value for consumers. It’s this user value that provides the most powerful impact.
Thanks to the Y generation, traditional media now plays a different role when it comes to a campaign. It hasn’t lost its power to reach masses, in fact that’s where its strongpoint is. Traditional media’s ability to reach masses is used for “introducing” a campaign and driving consumers to digital media. Digital media in return, ultimately turns into brand loyalty and conversion rates. It is suggested that 70% of budgeting should be spent on traditional media to ultimately drive consumers to digital media. Thus, to be popular online, offline advertising is still key.