The last time you learned of breaking news, how did it happen? Did you visit the homepage of your favorite news site with a cup of coffee in hand, or did you notice it while scrolling through your social media feed while lying in bed with your smartphone? According to a study by Pew Research Center, "75 percent of online news consumers say they get news forwarded through email or posts on social networking sites while 52 percent say they share links to news with others via those means."
Old media (print, radio and TV) are becoming second-tier commodities in favor of new and "improved" ways of consuming the news such as social platforms, blogs and apps. Sites like BuzzFeed have mastered the platform-specific approach to media, and the onset of brand journalism has completely changed what it takes for us to "trust" a source.
That said, there are a ton of differences between old-media practices and new-media strategies. Here, I examine five differences between how legacy media companies and newer entities operate.
1. They measure success differently.
Today's models of success are more complex. Media outlets are no longer relying on one or two metrics to drive their businesses, but several. For example, many new-media entities are focusing on platform-specific metrics such as social shares, how long someone watches a video, and reader dialogue. Instead of "teasing" the content on social-media platforms, aiming to drive the reader back to a publication's main site, newer media companies like Refinery29 publish their content where their readers are already spending their time.
Facebook's Instant Articles feature, which has been available to publishers for nearly a year, presented new opportunities for platform-specific publishing (although the ins-and-outs of how this feature affects publishers' ad revenue is still a bit debatable).
2. New-media companies place more emphasis on community building.
If you build it, they will come, right? There are many new journalism roles that focus on community development: Growth Editor, Audience Development Manager and Distributed Content Editor are just a few. What they all have in common is that they open up opportunities for building long-term loyalty among readers. New-media companies take a lot of pride in the characteristics of their communities, especially when the general vibe is positive.
In an interview with Gawker, BuzzFeed Books Editor Isaac Fitzgerald shares his unique approach to book reviews, one that revolves around shedding light on the notable and not wasting time with pointless, negative critique. There's an inherent optimism coming into play with new media that challenges some of the ways of the past -- at least when it comes to certain niches.
3. Celebrities aren't just in the news. Now, they're creating it too.
Lenny, a new media site owned by Hearst Communications, is the brainchild of actress-writer-director, Lena Dunham, and Girls Producer Jenni Konner. Lenny's content often covers leftist and feminist viewpoints, even sharing celebrity op-eds such as a piece by actress Jennifer Lawrence that explores why her male co-stars make more money than she does.
Actress-musician Zooey Deschanel co-founded Hello Giggles, a women's lifestyle publication with an aspirational, quirky (Deschanel-like) spin. After growing in popularity, the site was acquired by publishing company Time Inc. for $30 million.
4. New media sites = new revenue channels.
Actress Gwyneth Paltrow's newsletter-turned-lifestyle site, goop, dishes out everything from parenting advice to detox recipes. The site also sells merchandising, all approved by Paltrow, via its shop section. To be fair, though, selling a product that appeals to a publication's audience isn't a brand new concept, but it is becoming more common and more organically woven into the reader's experience.
POPSUGAR Must Have, a subscription gift box curated by POPSUGAR Founder and President Lisa Sugar, is another example of a new media entity putting its strong branding efforts to work in the merchandising department.
5. Old media and new media view mobile-friendliness differently.
It's the difference between considering apps a distribution channel and creating content with a mobile-first mindset. There are tons of magnificent news apps out there, from NYT Now to Quartz, but some newer companies are taking it a step further by developing content to be consumed specifically on a smartphone or tablet. This is not a "news app" by any means, but a company called Stela is developing a collection of brand new, digital comics to be consumed specifically on a smartphone or tablet. You can only get the content through the app, so there's great potential for appeal by way of exclusivity.
But there isn't a winner or loser in the old-media-versus-new-media debate. Think of it, rather, as an evolution driven by technology and today's highly niched online communities. Where we consume news has shifted, how we interact with the media has changed, and the publications that embrace the new digital landscape are the ones that will be excited about the future not disheartened by it.
Follow Sachin Kamdar on Twitter: www.twitter.com/SachinKamdar
Traditional Media vs. New Media: Which Methods Belong in Your Marketing Plan?
Your business relies on a variety of marketing and advertising methods to reach potential customers and leads. Over time, the marketing methods you use have likely evolved, changed, or even been retired and replaced with new ones.
As marketing continues to evolve, new methods—typically referred to as “new media”—have emerged. These methods are mostly said to deliver better results than the methods known by the name “traditional media” (or even “old media”).
Could your business use new media marketing? Looking for ways to bring your marketing strategy up to speed? Give us a call at 888-601-5359, and we can help you start marketing your business with new media methods!
If you’ve found great success with traditional media, you’re probably concerned by the idea of abandoning them for new media—even if these new methods promise better results. So the question becomes “which methods are truly worth keeping, and which new methods should I invest in?”
Let’s examine the traditional media vs. new media argument to help you decide exactly which methods will help get your business the highest ROI and the most leads. We’ll start by defining exactly what traditional media encompasses, move onto defining the new and emerging media trends, and then examine multiple new marketing methods so you can evaluate which are the best for you.
Video: The Differences Between Traditional Media and New Media
What is Considered Traditional Media?
Let’s define what is considered traditional media vs. emerging media. Traditional media methods include mostly non-digital advertising and marketing methods. Traditional media is:
- Television advertisements
- Radio advertising
- Print advertising
- Direct mail advertisements
- Billboards and off-site signs
- Cold calling
- Door-to-door sales
- Banner ads
Companies have used these methods for many years to reach consumers and motivate them to make purchases. Up until very recently, these marketing and advertising styles were very effective, and helped businesses just like yours make a profit.
However, as the needs and expectations of consumers evolve, marketing has no choice but to evolve as well. This is what has led to the rise of new media and digital marketing methods—and the decrease in popularity of some traditional methods you know well.
If your company is looking to make the switch from traditional marketing to digital marketing, WebpageFX can help the transition go smoothly. We have a team of 130 digital marketing specialists that will work with your company to integrate new marketing strategies. Not to mention, we have over 300 raving fans, and you could be next!
What is Considered New Media?
Now let’s look at the other half of the equation. New media, also called digital media, consists of methods that are mostly online or involve the Internet in some sense. These methods include:
Many of these methods have been around for several years, but have only gained prominence recently. So when the topic of traditional media vs. emerging media is discussed, it’s somewhat misleading to call these methods “emerging” as very few of them are new.
Having said that, these marketing methods are continuing to change as time goes on. Best practices for these methods are currently dependent on their sources, as opposed to depending on the attitudes of consumers. But over time, we may see another shift as consumer feelings change toward these methods.
The Decline of Traditional Media and Outbound Marketing
Within the last few years, new terms have been coined to discuss traditional marketing methods and modern ones. These terms are outbound marketing, which typically lines up with traditional advertising, and inbound marketing, which aligns with new media.
The “outbound” in outbound marketing refers to the fact that these marketing methods rely on messages being sent out to consumers. On the other hand, the “inbound” in inbound marketing refers to marketing where consumers are seeking out the company, or coming into their marketing channels willingly.
Over the last few years, outbound marketing methods like those you have relied on have declined in popularity among consumers. Now that potential customers can use new channels like the Internet, websites, and social media to research and discuss companies, they can choose to draw their own conclusions on where to take their business—and ignore advertising that suggests otherwise.
Consumers have also become less receptive to traditional media now that they are able to tune it out. Commercials can be skipped, radio stations can be changed, mail can be thrown away, and banner ads can be blocked. This means that marketing methods are often ignored or even seen as ineffective.
You can learn more about the difference between inbound and outbound marketing by reading this article on the topic.
Which New Media Methods Are Worth Your Time?
Let’s take a look at some of the newer marketing methods that you may not yet be familiar with. These methods all revolve around your website, so in the off chance that you don’t currently have a site, please visit this article on website design and cost to learn what steps you should take first.
Search Engine Optimization
Search engine optimization, commonly abbreviated as SEO, refers to a series of processes by which a website improves its rankings in search engines like Google. SEO is a crucial component of online marketing, because without ranking in searches, your website may never attract targeted leads or customers.
You can use SEO in many ways to improve a website’s ranking. One of the biggest ways is through the use of keywords. Keywords are specifically selected words or phrases that are placed within a website’s content. These keywords match up to the words or phrases that people are searching for. If you use the right keywords, your website is more likely to show up for these searches.
Find out why WebpageFX is the best SEO company for the job.
A website’s ranking isn’t just determined by keywords, however. A site may be more or less visible in searches depending on the number of links it has from other sites. A website with a great deal of links from others is more likely to be trusted by Google, and thus ranked highly for the keywords it targets. A website with very few links, on the other hand, will be ranked lower.
Research has shown that your search engine presence is strongly tied to the number of leads and revenue your business is able to generate. It’s for this reason that you should consider investing in SEO for your website and improving its visibility in search engine results.
You can learn more about how to get started with SEO by reading this tutorial for beginners.
Pay-Per-Click (PPC) Advertising
With pay-per-click (PPC) advertising, you can choose which keywords and phrases you want to trigger your advertisements. Then, if your bid is the highest, your ads will display above organic search results for those terms. And you only pay when people click on your advertisements, so if nobody clicks your ads, you won't pay a cent.
One of the main benefits of PPC is that results are instantaneous. Unlike SEO, which can take several weeks before you see results, PPC ads can start driving qualified traffic to your website the minute they're clicked to go live. If you're looking to quickly boost sales, PPC is a great option.
Content marketing is a form of marketing that has exploded in popularity over the last three to four years. As its name suggests, this marketing method relies on the distribution of content—including written content like articles, blog posts, and guides, as well as visual content like videos—to appeal to potential customers and business leads.
The popularity of content marketing has stemmed from the fact that consumers tend to react very well to businesses that provide entertaining, engaging, or helpful content. A consumer is much more likely to learn more about an unknown company if it has provided them something of value—like an answer to a question or a guide to performing a complex task.
Content marketing is also popular because it is able to have an impact on a website’s SEO. Google tends to rank websites higher that are providing substantial, worthwhile content that also uses the targeted keywords we mentioned above. This is another factor that has helped content marketing gain prevalence.
You can learn more about how content marketing works by reading the first chapter of our Beginner’s Guide to Content marketing.
Even if you don’t currently rely on it as a marketing method, chances are good that you know what social media is and how it works. Social media networks like Facebook, Twitter, Google+, and Instagram are used by businesses to establish connections with their potential customers, and also strengthen the relationships they have with current ones.
The biggest advantage of social media is that it allows you to have one-on-one, unfiltered conversations with potential customers. You are able to answer questions, respond to feedback, and address concerns or possible issues quickly, and in a very personal way. Although this may sound intimidating at first, it’s proven to be a huge benefit for companies that want to improve their customer service.
When you invest in social media, you don’t have to necessarily create a page or profile on each and every network. Your social media activity should depend on where your target audience is located. So for example, if your target audience is women in their 20s or 30s, you would likely set up a profile on Instagram and Pinterest. But if your audience is mostly young men, you might have better luck on Twitter.
No matter how you use social media, or which networks you choose to try, it’s crucial to not forget that your presence online requires attention. You’ll need to assign someone to monitor your pages and respond to customers in a timely manner. Otherwise, you might find that your reputation takes a blow from those who aren’t satisfied with your service.
Finally, email marketing is one of the best methods you’ll find for directly reaching your customers and motivating them to take action. Although you might expect email to be classified as outbound marketing, email requires consumers to show their interest in joining a list before they can be sent to, so it qualifies as inbound.
What should you send in emails? That’s up to you! Many companies have begun using their email marketing as an extension of their content marketing—that is, they send educational, interesting, and unique content to their email subscribers. This can help nurture a relationship with leads or direct interested subscribers to the next step in the sales process.
Should I Stop Using Traditional Media?
Not necessarily! No one can tell you which marketing methods are and aren’t worth your time and money. Since your business and audience are both unique, it’s impossible to say that something will or won’t work for you—and that applies to new media, too.
As we mentioned, many marketers are finding that traditional and outbound marketing methods are losing their effectiveness over time. If you’ve noticed lower returns on your advertising or outbound marketing, this is likely a symptom of that decreased effectiveness. So it would be a good idea to slowly phase those methods out in favor of new ones.
Many companies have found that one or two traditional media methods still work very well for them. For example, billboards, while expensive, may help businesses gain awareness in local operating areas. And print advertising can help some companies reach markets that include those who still read books or magazines regularly.
There’s no harm in continuing your current marketing methods if they are still working for you. It’s entirely possible to invest in both new and traditional media! However, with all of your marketing methods, you should pay attention to their performance, and do frequent evaluations so that you can scale up or down your spending appropriately.
Learn More About Modern Marketing
Now that you know more about the differences between traditional media vs. digital media, you may be wondering what the next steps are. If you’re interested in trying SEO, content marketing, or any one of the other inbound marketing methods we highlighted here, it’s difficult to know exactly where to start.
We recommend browsing through our Beginner’s Guide to Inbound Marketing to decide what to do next. This detailed guide will help explain some more things you may not yet know about new media and modern marketing methods. It will also give you some ideas to help you develop an inbound marketing plan that is suited for your business.
If you don’t think you have the time to work on these new marketing methods, or would like help from a professional, feel free to contact us! WebpageFX is a full-service Internet marketing company that specializes in SEO, inbound marketing, and all things digital. We would be more than happy to discuss the topic of marketing with you, and make some recommendations to help improve your current program.
We hope you found this page helpful and educational on the topic of new and traditional media, and the new methods you should be considering for your marketing plan. If you have any further questions, please don’t hesitate to let us know!
Want to know how WebpageFX can help you find success with digital media? Call 888.449.3239 or contact us online today to learn more about our services.
Digital Marketing Services
Need a new media marketing refresh? We'd love to talk to you today about your needs! Whether you're familiar with new media marketing methods or still investing heavily in traditional marketing, we'd love to see how we can help you in the world of digital marketing!