In today’s contemporary world, every single marketer or advertiser gets perplexed with one particular question: which particular media channel to use for generating maximum buzz for their brand.
About 15 or 20 years ago, this was a very simple question to answer, as traditional advert medium was the only strong front to use for companies and business houses. But, with time, even the advertisement world has changed a lot.
Tons of people now stay online over their phones, and hence even marketers see it as an opportunity to interact with people. But, advertisers are still wary of the benefits of traditional media, and they do not disregard it in any way. With $ 24 billion projection in revenues until the year 2020 in India alone, traditional media is here to stay, and it will still be business as usual for the advertisers.
The query now is how traditional media is still out playing online advertisements. The topic is open to debate and today we will put our hat in the ring by batting for the old school advertising mediums. Here are the 5 reasons why traditional media is still making more noise than online media.
1. It’s legacy and history makes it the obvious choice for many companies
Mass media advertising began in India a long, long, time back. With time, conventional promotions have become ubiquitous. In fact, when we talk about adverts, we always associate the notion with TV spots, newspaper ads, and billboards. These are the usual suspects when it comes to advertisements and, ironically, all of them belong to the traditional category.
We can comfortably state that tangible advertisement allows companies to portray their goodwill and emotions. The notion changes when it comes to digital media adverts, as the medium is relatively new and most people consider its messages as a nuisance.
Many businesses have based their media campaign solely on old school mediums for so many years—and have gained remarkable response and results through the process. It is, hence, no surprise that most still believe it is the best channel to promote their product.
For example, the Life Insurance Corporation of India hoardings is always immensely popular and common throughout India.
2. Public know the value of the ad form
The people will only believe things when they see it multiple times—at least that is the case with advertisements. With traditional media, advertisers can convince people with spectacular initiatives and campaigns. Amul runs a very intelligence outdoor billboard strategy that is quite popular with everyone. Here, the company not only woos the customers cleverly but they also provide value and goodwill through their witty adverts.
The traditional media over the years has made a very popular name for itself through its presence. This is what the online or new media channels lack—the value and the credibility. The outdoor adverts, and also the radio/TV/print media spots, can target large audiences with a breeze thanks to the appeal and charisma of the medium. People also tend to remember media adverts more than online digital ads.
3. The tangibility factor also helps
The best way to grab the attention of the users is to present your case in front of their naked eyes. Traditional media does that thing quite extensively, as whatever advert companies put on this format always comes in a physical form that is tangible in nature. When people see a particular advert over a newspaper or a billboard, automatically they sense the trust and reliability.
This form of media quickly creates trust, as customers are able to spot your advert through naked eyes rather than through a cellphone or computer screen. People to rely more on physical adverts rather than on digital variants of the same, thus, bringing more sales to the business.
So, if you have to choose between new or old media adverts, it is certain that you’d go for the conventional medium as it is a bankable option.
4. Customers do not have a pay anything for the advert
Imagine you have a billboard advert installed at a significant traffic signal at a city’s downtown area. Won’t this particular advertisement fetch you millions of eyes and thousands of customers?
Moreover, very interestingly, the people who will view the advertising will not have to pay anything to anyone to receive your message. Outdoor media is particularly famous because customers do not pay a single penny (in any form) but still end up receiving the advert content in return. It is not the same with online media, as the advertisements here have to come through a screen of a mobile phone or a laptop. Outdoor media is an integral part of conventional ad campaigns, and since it does not depend on any gadget or purchase, it is termed as a very useful weapon by advertisers around the world.
5. The massive reach that traditional media enjoys
By 2017, India will have around 340 million smartphone users. Hence, marketers can hope to grab the attention of these people via their adverts. Similarly, with 15% of India’s population having access to the internet, the ad makers can hope to the tap some huge numbers with their web promotions.
With a countrywide population of 1.25 billion people, are these figures enough? Today, if you want to start a pan India promotional plan, wouldn’t it be wise to put an advert in the print media where daily newspaper circulation is 510 million plus.
Also, with so many people in the country, a robust outdoor media campaign will also work in a company’s favor. In the grand scheme of things — for a marketer, it will be much more beneficial to run a promotional campaign relying on the traditional media front.
Old school advertisement mediums always show the way to online adverts. When a company first launches its new brand or product, it first uses the billboards, newspapers, radio channels, TV spots, and magazines to announce its arrival. Only after this, they take a plunge with online promotions. Hence, we guess now you can recognize and understand the importance and the benefits of traditional media over online marketing.