Traditional vs. Social Media: A Lighthearted Guide for Modern Marketers

In the ever-evolving world of marketing, the battle between traditional media and social media continues to capture our interest. While both have their strengths, the ways they handle essential marketing functions like listening, targeting, engagement, feedback management, and promotion are vastly different. Let’s dive into this comparison and see how these two measure up against one another!

Listening: How do you hear what your customers say, want, or dislike?

Traditional Media: In the world of traditional media, customers can get in touch through a customer service hotline or by speaking directly in a store. Brands can also gather insights from reviews on websites that collect customer feedback.

Social Media: Enter social media, where companies can effortlessly read about a customer’s experience in the comment section and use hashtags to see what's being said about their brand. It’s like having a magic ear to the ground!

Targeting: How can you ensure that your advertising is seen by the right people?

Traditional Media: Traditional media relies on surveys and market research to determine the best demographics for marketing products or services. It's systematic but can often feel like trying to reach everyone at once.

Social Media: On the other hand, social media users willingly offer tons of personal information when they create accounts. This wealth of data allows marketers to target with laser precision. It’s basically your secret map to a perfect audience!

Engagement: How do you build and maintain a brand image and relationship with your consumers?

Traditional Media: Traditional media strategies might involve sending newsletters and emails, asking customers about their journey to build a personal relationship. Campaigns are often launched to improve brand image, hoping to create a positive vibe.

Social Media: In contrast, social media allows brands to start a campaign and directly engage with customers in real time. Responding to comments gives customers the warm feeling of being seen and heard. Just like having a friendly chat over coffee!

Managing Feedback: How do you manage consumer satisfaction and dissatisfaction to show that you are committed to the brand-consumer relationship?

Traditional Media: In the traditional world, companies can respond to reviews directly. However, if the reputation is damaged, fixing it might require extensive and expensive paid media campaigns, like TV ads.

Social Media: Conversely, social media enables immediate responses to consumer feedback, creating an ongoing conversation. Quick, appropriate responses can reduce brand damage and even turn unhappy customers into loyal advocates.  Having an excellent customer service strategy is like having a hero ready to jump into action, turning any situation around quickly and effectively!

Promotion: How and where do you promote your brand through ads or endorsements?

Traditional Media: Traditional media options include TV and radio ads, owned media like the company website, and newsletters.

Social Media: Meanwhile, social media offers countless promotional opportunities. Brands can post on their channels, use paid ads, or leverage influencers to spread their message far and wide. It’s like having an entire team of cheerleaders boosting your brand!

Conclusion

Both traditional and social media have unique strengths and can complement each other beautifully in a well-rounded marketing strategy. While traditional media offers a solid foundation and broad reach, social media provides dynamic engagement and precise targeting. By understanding and leveraging the best of both worlds, marketers can create powerful, cohesive campaigns that resonate with their audiences and achieve remarkable results.

So, whether you’re a fan of the old-school charm of traditional media or the cutting-edge excitement of social media, there’s a place for both in the ever-changing landscape of marketing. Happy marketing!

Written by Lisa Amelie Rommel on the 07th of January 2023