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Traditional Media versus New Social Media: Differences, Impact and Outcome

UserMark time14 September,2016

Did you know that out of the 7 hours of media presence, 35% goes for social media while television comprises only two hours? Social media has dramatically impacted our lives, and it's merged into our daily routine like a well-drilled routine. We wake up to checking our phones for notifications with a flood of emails to handle at work in between Instagram-worthy brunch sessions and some quick bagel vlogging online. It is true that the outreach of media has grown a lot since those early television ads such as Bird’s Eye peas.

Assignments on media can thus be tricky. We live in an age of combined media, where we scroll through our Facebook with the match running on our televisions. Uncovering the nuances of traditional and new social media evolution can thus get long-drawn. However, a quick and concise take on the differences between the two can provide you with ready resources to pull an all-nighter for that assignment. Go ahead and bookmark this blog for that business studies or advertising paper, and you’ll thank us later.

Traditional media: definition and legacy

Traditional media mostly refers to the tools for broadcasting information in the new social media era. Businesses use these traditional and steadfast forms of communication to reach both consumers and other companies.

Television, radio and print advertisements including newspapers, magazines, books and even CDs are forms of this traditional media. Door-to-door campaign, banners and pop-ups, billboard advertisements and off-site signs are also considered as traditional media. Non-interactive in nature, the consumer has no direct contribution to it. It is a one-way traffic, mainly a monologue, providing a direct message to the consumers.

These ads might be costly, but their impact is immediate. The traditional media advertising is a sure-shot way to reach the consumers at one go and encourages them to purchase.

New social media: definition and uprising

New media, or what we more commonly refer to as digital or social media, involves the Internet in some form or the other. Online methods that use the Internet for advertising and promoting various products and services fall under social media marketing.

Social media marketing, which is growing every day with the ever-evolving technology, includes social networking sites like Twitter, Facebook, YouTube, search engine optimisation (SEO), search engine marketing (SEM), blogs, content marketing, email marketing, etc.

Technological advancements have given social media the prominence and popularity in recent years. It is comparatively inexpensive compared to the traditional media. Additionally, you can measure its success through various long-term measurement metrics.

Traditional media and new social media: the major differences

Moving on from the definitions, we can now establish the significant differences between traditional and social media. The following pointers will help you compose a top-notch assignment on the differences between traditional and new social media. Bookmark this blog to use as a reference for your assignments later in the term.

  • Content creation and dissemination

The editorial team at magazines and newspapers take major decisions regarding the structure and form of content. The content creation team working under them brings the ideas of their supervisors into fruition.

As for social media, creation of content depends mostly on the target audience. It is not strictly regimented, and follows a free-flow style where trending topics and hashtags are given utmost importance.

  • Purpose or focus

Traditional media developed in the earlier times with the primary purpose of informing and educating the mass. Its purpose is gathering, sorting and transmitting news and information around the world.

In comparison, social media was created with the purpose of providing a virtual space for people to meet and interact online. Social media does not deal with news only.

  • Interactive aspects

Traditional media does not allow two-way interactions with the users. The occasional editorial or letters to the advertising department apart, traditional media focuses on the one-way interactive model for dissemination of information.

Comparatively lax, interaction between the users and the content creators online is the USP of social media. From comments, shares and reviews, users define the interactive aspects of social media as a two-way street.

  • Expenses of creation and promotion

Traditional media costs more than social media. On an average, traditional media advertisement costs that include press releases, telemarketing activities, billboards and newspaper advertisements come to around $15000 per year.

Advertising on social media, on the other hand, is pretty inexpensive. The annual expenses for social media advertisements, including email marketing, webinars, content marketing, visual marketing, SEO, and social media marketing, stand at $3000 per year.

  • Speed and outreach

Traditional media reaches a fewer number of people than social media in the modern times. It is slowly becoming outdated in use.

On the other hand, 5 billion people all over the world own Smartphones. Hence, you can imagine the reach of social media worldwide.

That’s all there is to the differences between traditional and new social media. We can now go over the state of traditional media during the times of social media uprising.

Traditional media and social media in the modern age

Consumers have become less receptive to both audio and visual marketing advertisements in the traditional media. Commercials can be skipped easily by changing the television or radio channel, banner ads blocked, billboards ignored. It is as if people have stopped responding to traditional advertisements altogether. However, studies show that this could not be further from the truth. From creating brand awareness to configuring renewed brand identities, traditional media can do it all.

Sure, there has been a marked shift from traditional media to social media over the last two decades. With 2.38 billion users, Facebook is the most populated country in the world. You can imagine how many people you can reach using Facebook's online advertising platforms. However, advertisers of modern times have come up with newer ways to blend traditional and social media that maximise the outreach of the brands.

The popularity and demand for traditional media have waned considerably over the years. Advanced technology and increased access to the web have given new media an extra edge over its traditional counterpart.

Contrary to what many believe, traditional media is nowhere near obsolete in the modern times. From geotargeting to digital magazines, traditional media has taken on newer forms to lay its claim on advertising space at the age of dominant social media. This way, modern-day marketers can reach over 90% of the population serving their purpose of maximum brand exposure.

Traditional Media vs New Social Media

Parting words

While social media has managed to take over quite a considerable amount of advertisement space, traditional media still ranks higher in outreach. With combined television and Internet surfing facilities available through applications and portals, this is the age of media amalgamation in the truest sense of the term. Advertisers of the modern era should thus focus on the crucial aspects of combining the best of both worlds when using traditional and social media to market their products and services. Brands like Casper are killing it when it comes to the effective blend of traditional and new social media, and more will follow suit. Go over this blog to know more about the main differences between traditional and social media for the days to come. Good luck with your assignment.

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