hi i require to answer this question in the exam and i have the answer , can u h
ID: 357291 • Letter: H
Question
hi i require to answer this question in the exam and i have the answer , can u help me repharse the answer and summarise it to make me better understanding and easier to memeorise the answer
(chap 8)
Using real world examples outline and discuss all of the key changes in the media characteristics between traditional media and digital media, and how may these differences be used to best effect within digital marketing.
Outline and discuss all the key changes in the media characteristics
From push to pull:
-Traditional media are push media. Communications are broadcast from an advertiser to consumers of the message, who are passive recipients.
- the consumers using digital media are proactive in actively seeking out a solution and interactions with brands and they are attracted through content, search and social media marketing
-relevance: many digital marketing activities involve pull media and inbound marketing
-Companies are employing SEO and paid search marketing to pull customers to their website
-Companies are offering valuable, relevant content to attract and retain customers via content marketing and using rich media
From monologue to dialogue:
-Traditional media provide one way communication from company to the customers
-Digital media provide the opportunity for two=way and even trialogue interactions with the customer.
-Relevance: Enable companies to build long term relationship with customers.
-Partnering with customers to develop new products and improve service
E,g LEGO
From one-to-many to one-to-some and one-to-one
-Traditional push communications are one-to-many, from one company to many customers. Detailed response measurement often limited to qualitative research
-With digital media 'one-to-some' reaching a niche or micro-segment becomes more practical and feasible. E-marketers can afford to tailor and target their message to different segments through providing different site content or email for different audiences.
-Relevance: mass customisation and personalisation. Micro-targeting and personalisation through SEM and media placements on niche sites.
-Using internet media channels such as social networks, blogs, and specialist communities to connect with customers
-Company investing in e-CRM to enhance customer satisfaction and loyalty via mass customisation and personalisation
-Response to campaign can be measured at micro-level through web analytics and ad tracking systems
From one-to-many to many-to-many
-Traditional media are one-to-many, form one company to many customers
-digital media are many-to-many media, Customers can interact with other customers via a website, in independent communities or on their personal websites and blogs
-Relevance: Online PR and participation in social networks
-Companies are identifying online influencers such as bloggers, media owners or individuals with a large online following in the social networks and then approaching them to partner together to reach and engage a wider audience
From lean-back to lean-forward
-Traditional media are 'lean-back' in which customers are passive audience
-Digital media are 'lean-forward' media where the customer wants to be in control and wants to experience flow and responsiveness to their needs
-relevance: customer acquisitions. If the visitor to your site does not find what they are looking for immediately, whether through poor design or slow speed, they will move on, probably never to return
Changes in nature of marketing communications tool
-companies relaying on traditional offline advertising are constraint by paying for time or space.
-the wastage in tradition advertising where ads are either ignored or are not relevant for an audience is high
-campaigns are static and once campaigns have been booked with media agency, it is difficult to adjust them
-Digital media reduces the wastage where the advertisers only pay for a response (cost-per-click) or for a lead or sale in affiliate marketing.
-Dynamic campaigns where it is possible to test alternative creative and targeting and then revise during campaign according to performance
-Relevance: Cost saving and increase effectiveness in reaching out to audience
-companies are actively investing in PPC search engine marketing, making commission-based arrangement with third party websites, and relying on analytics to improve ad performance.
Increase in communication intermediaries
-Traditional radio channels, newspapers and print titles have migrated online, but in addition there are a vast number of online-only publishers, aggregators, bloggers, and individual sharing through social networks
-Relevance: the online marketer needs to select the most appropriate of this plethora of sites which customers visit to drive traffic to their website
-Companies are using multichannel marketing strategies for both inbound (sales and customer support) and outbound (customer retention) marketing activities.
Integration
-Since digital media have distinct characteristics compared to traditional media and each has its own merits, companies should combine and integrate traditional and digital media according to their strengths
- Use push stimuli from digital or traditional media to encourage online interactions
-E.g Ikea uses traditional media to attract people to shop at its website.
Explanation / Answer
FROM PUSH TO PULL:
Traditional media are push media on the other hand digital media can be said as pull media. The main work of traditional media was to provide news and information to the people and they use simple language for doing this work and if we talk about digital media, it contains so many aids and all companies are trying to pull the public to their websites so traditional media wash as a push media and at present digital media is a pull media that pull public towards the goal of companies.
FROM MOLOGUE TO DIALOGUE:
Traditional media provide one way communication – one way communication means only to provide news and information to the people.
Digital media provide the opportunity for two=way – In digital media we can also share our views and gain information from the news channel.
From one-to-many to one-to-some and one-to-one
Traditional Media
Digital Media
From lean-back to lean-forward
Traditional media was lean back in nature on the other hand Digital media is lean forward by using new techniques
Changes in nature of marketing communications tool
-companies relaying on traditional offline advertising are constraint by paying for time or space.
-the wastage in tradition advertising where ads are either ignored or are not relevant for an audience is high
-campaigns are static and once campaigns have been booked with media agency, it is difficult to adjust them
-Digital media reduces the wastage where the advertisers only pay for a response (cost-per-click) or for a lead or sale in affiliate marketing.
-Dynamic campaigns where it is possible to test alternative creative and targeting and then revise during campaign according to performance
Increase in communication intermediaries
-Traditional radio channels, newspapers and print titles have migrated online, but in addition there are a vast number of online-only publishers, aggregators, bloggers, and individual sharing through social networks
-Relevance: the online marketer needs to select the most appropriate of this plethora of sites which customers visit to drive traffic to their website
-Companies are using multichannel marketing strategies for both inbound (sales and customer support) and outbound (customer retention) marketing activities.
Integration
-Since digital media have distinct characteristics compared to traditional media and each has its own merits, companies should combine and integrate traditional and digital media according to their strengths
- Use push stimuli from digital or traditional media to encourage online interactions
-E.g. Ikea uses traditional media to attract people to shop at its website.
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.