Nowadays, it seems like there is another new digital platform or new type of media being introduced around every corner. This is a byproduct of something called the Law of Accelerated Returns, coined by Ray Kurzweil. This law states that while many things progress linearly (step by step), technology progresses at an exponential degree, accelerating with time (or, by leaps and bounds).
Here's an example: when cell phones were a new thing they were expensive, bulky, and unreliable. In the 1990s there were only 11 million cell phone users users worldwide. Now, in 2021, there are over 2.5 billion cell phone users around the globe. And the cell phones of today look and act nothing like the early models. Technology advanced so rapidly that today's average smart phone has more computing power and capabilities than the most advanced supercomputer of the 1990s.
However, despite their rapid evolution, these emerging and advancing technologies can't take the place of traditional media. In fact, the advancement of technology only creates more of a need for tangible "traditional" marketing: direct mail, magazine, and outdoor advertising. Why?
Traditional media brings benefits unique from digital and online advertising.
First, traditional media has staying power. It is something you can touch and feel. It's something that you bring inside your home and read through, or see repeatedly that soaks in over time. Because of its visibility, this type of advertising can be referred to as you work through the decision-making process. For an advertiser, this kind of reach is worth much more than a quick impression online.
Second, traditional media's content can be catered to a very specific audience; one that's more likely to engage with your brand, product, or service. The content can be driven by location, income, or other metrics. Here are some examples of outdoor ads that use location to their advantage, and engage passers by. That's not something we are capable of with many online ads.
The fact is that there are many innovative and creative things that you can do with traditional media to make a lasting marketing impression. Despite what you may have heard, traditional media isn't going away. In reality, these methods of advertising often inspire more engagement and conversions than digital ads. It's true that traditional media marketing may not boast the same ability to rack up thousands of impressions as digital ads. But remember: it's about quality, not just quantity. The consumer interaction levels means that traditional media has impressions that are more likely to count.
So ask yourself, how much do you value an impression on a screen? What kind of a conversation do you want to have with your customers? You may just find that traditional media is a good fit for you.
If you're interested in seeing how traditional media can work for your business, contact us today.