Why Digital Media Is More Effective Than Traditional Ads?
Digital media represents any sort of content or ad delivery online, either by devices or platform. It is digital when it is encoded and viewable on a computer or other device of some sort. And it often includes elements of traditional media: Print ads, television programming, radio, and other “traditional” media. But it is also increasingly incorporating elements of digital and other types of media, which include performance. In other words, it is being used in more ways than one.
Performance can be seen in so many places that traditional media cannot. The rise of display advertising and interactive video games, for example, have made traditional media almost meaningless. And yet the people who use traditional media are much more likely to abandon it for new platforms (such as the Web) that are easier to use and more tightly targeted to target. This means that digital media is often used for things that would be better served by more traditional approaches, like direct mail, television programming, radio programming, and the like.
Another example is that traditional social networks have been successfully adapted to fit the needs of digital platforms, including Facebook, Twitter, and LinkedIn. Social networks are largely controlled by individual users, so part of the strategy of digital strategy is to build a community around the brand, rather than around individual platforms like Facebook or Twitter. This strategy has also been successfully adopted by email marketing.
Email marketing is a flexible strategy. Brands can send emails on anything from a news alert to an announcement about a new product launch. They can also choose to use very simple and brief ads that say something like “try our latest product, it is even better than last year’s.” These are things that are highly targeted but which are not as annoying as TV ads or radio ads.
Digital media is also effective at delivering performance advertising solutions. Media buying is more about identifying the type of audience than about selling to them. This is because performance advertising is about tracking performance and improving performance. As a result, digital media is more suitable for this type of campaign. Brands have access to metrics, which they can use to measure performance on the airwaves and to test their campaigns against competitors.
Digital is different from traditional forms of media because it does not require as much personalization. The reason is that digital works best when it is focused on offering something specific to a single customer or group of customers. For instance, one-on-one customer support, on the one hand, is best done through email and on-demand. But if a brand wants to offer one-on-one support to prospective employees, it would be a lot more cost-effective to buy an ad campaign in the traditional media and then create custom content for the employees to respond to. This strategy enables the brand to focus specifically on the needs of its target audience.