Traditional Media vs. New Media in Corporate Video

Since the introduction of new media, traditional mediums have found it difficult to compete.

And for corporate companies, the decision between new media versus traditional media can be a tough one.

In order to know how to market content to specific audiences, we must first observe how consumers use media.

Traditional Media

Photo credit: Skley via Foter.com / CC BY-ND

Traditional media relies on sending out a single message to a broad audience. When you think about it, it operates similarly to two tin cups and a string. It only offers one-way communication.

Traditional media also uses older mediums such as radio, television, newspaper and magazine ads. They’re what we’re familiar with. In fact, we’ve been using them for decades. They’ve rung tried and true when it comes to reaching the masses.

Whether we realize it or not, however, we often still do use traditional media. It’s what we listen to when we’re warming up our vehicles. It’s what we read when we’re waiting at the barbershop or hair salon. It’s what we see on television when our Internet is down.

Is it an outdated medium?

That’s for you to decide.

New Media

Photo credit: Tim Franklin Photography via Remodel Hunt / CC BY-NC-ND

New media reflects where the state of our video marketing is headed right now. Since the rise of social media, advertisers have flocked to new media as viable avenues to send out multiple messages. New media is able to isolate a particular audience, making it easier for marketers and advertisers to reach their targeted audience.

New media also uses data and online analytics to monitor its reach. By getting a report on what works and what doesn’t new media is able to revamp, retouch or redo it’s marketing approach altogether.

It usually consists of online platforms such as social networks, online video, and online streaming.

Finding Balance

Most companies find themselves polarized. This is a misconception. The tricky part is finding an equal balance between both. And believe us, it is possible.

Traditional media can be used to reach the masses. If your message is generic and all-encompassing enough, it may be worth considering using older, traditional mediums.

If you’re looking to reach a specific audience based on their age, race, or marital status etc., new media is the way to go. Not only is it tailored, it’s also easy to track. Curating online information leaves a trail of digital breadcrumbs. Companies are able to put the pieces together through analytical systems like Google Analytics and track the progress of their advertising.

As consumers, we’re an advertiser’s worst nightmare. We often use both traditional and new media on a daily basis. Between Millennial hipsters and the Baby Boomer generation, we’re a bag of mixed gems.

Ideally, a balance of both will make for a successful marketing campaign. We at Key West Video are able to work with clients who prefer with “generation” of media. For more info on our services, visit our website today!

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