Digital media describes any form of content or ad delivery on the web, either by device or online. Unlike conventional media, such as radio, TV and printed media, digital media offer a unique ability to deliver relevant content to a large audience over short time scales. Although, like traditional media, new digital media are constantly evolving with the times and viewer’s demands, which can create new competitive advantages for businesses.
One such advantage is in its flexibility. New media platforms are constantly being developed, allowing for more performance-based, interactive advertising. The rise of social media and user-centric websites has made traditional media quickly outdated in terms of user engagement. In traditional media, consumers spend time reviewing ads and choosing the ones they want to view, then just accept them. Social media, on the other hand, makes this process more personalized by allowing viewers to interact with the content they are viewing. Digital media provides an environment that can be more directly controlled by the audience, which can make it more efficient.
Unlike traditional media, digital media allows a company to advertise in a more dynamic manner. There is a greater degree of variety when it comes to the types of content that can be advertised. This is in part due to the increased interactivity seen in online content, but it is also due to the increased ability of social networks to provide content that is in the form of data, rather than text. As such, digital media can reach audiences that traditional advertisers cannot reach.
Another advantage is the ability to have one-on-one marketing interactions. With traditional media, marketers often need to provide content in order to interest a consumer. However, in real-time environments, one-on-one marketing can be done. This means that a company can engage a user in a conversation about their brand at any point within the content stream. This provides a unique opportunity for a brand to interact with its consumers on an intimate level.
The final advantage to digital media buying is the ability to track results much more accurately. Most traditional forms of advertising are based on impressions. However, digital media allows one to see how certain campaigns are performing. This is important because it allows a company to make changes that will help to increase conversions, as well as reduce costs associated with unproductive ads.
The ability to reach multiple users at once makes digital media an attractive option for many businesses. It allows them to reach potential customers that they may not have had access to otherwise. In addition, it provides them with a way to increase productivity by using social networking as a platform for content and advertising. Lastly, it allows them to use digital media buying to reduce costs associated with traditional media. These are the three biggest differences between traditional and social networking marketing.