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.

Let’s look at the most talked about campaign of 2010 – The Old Spice Man Your Man Could Smell Like. Reaching over 1.4 billion impressions, doubling in sales, and reigning as the top men’s body wash brand, this campaign is a touchstone example of how both medias can work together to create a fully integrated branding experience. It spent a generous amount of budget on television to introduce the campaign during the Winter Olympics and Super Bowl, then unleashed on digital media with their personalized responses via YouTube, Facebook and Twitter. “Brands don’t make viral videos, users make videos viral,” states Dan Greenberg from Sharethrough, a company that specializes in viral videos. Old Spice proved this statement by only creating The Old Spice Man, while users created the experience (and loyalty) that it is known for today.

In this shifting marketing landscape, value for the consumer is priority #1. We must play in their channels and interact on their level. Phones are a lifeline in getting information, planning their day, and capturing their lives. Social media shares their lives and opinions. Movies, shows and music should be available at any time. And open, user-generated content is more credible and entertaining.

What does this mean? Personalization, interactivity and convenience are the new focus. Using traditional media to open the door and digital to build the campaign’s “house.” Some ways this is happening include: “advertainment” commercials that are completed by going on a website and/or social media, QR codes and augmented reality on printed media for exclusive content or faster access to websites, radio spots promoting local promotions that require consumers to use their smartphones to check in, and special offers and events on social media just to name a few of the opportunities.

In order to have a successful campaign, digital media is now a vital investment to create engagement and value. But, traditional media should not be forgotten as a driving force to ensure your best outcome.