I am inundated daily with information on how to use digital media as a marketing tool. And for the record, I'm one of the biggest digital and social media advocates you'll ever find. While the channels and platforms will likely continue to change over time, digital media usage isn't going away. Therefore, it should continue to be a part of any integrated marketing campaign. However, with a few exceptions, it should still only play a supporting role...for now.To reach the largest number of consumers in your targeted population, traditional media, like TV and radio, is still King. I wouldn't even rule out "print" if we can still call it that. While print in its traditional form (paper) is on its last legs, traditional print content is still available online, where its usage is quickly growing.
According to findings from a recent study conducted by Barkley, in partnership with Service Management Group and The Boston Consulting Group, to no one's surprise, Millenials are substituting the use of traditional TV and print with more online media consumption. However, one must note that Millenials are STILL watching TV and reading articles; they're just doing it more on their laptops.
Additionally, while only 26% of Millenials indicate that they watch more than 20 hours of traditional live TV each week, 49% of Non-Millenials do.
And while the face of traditional radio is also changing with the advent of iTunes and Pandora, traditional radio is still the preferred medium of choice in the car with Gen Xers and Gen Yers. Additionally, the use of online radio has almost doubled since 2006 going from 1.3% to 3.7% of all radio usage, according to SNL Kagan. And in many cases, online radio is nothing more than an audio stream of terrestrial radio content.
So while the face of traditional media may look a little different, its viability as an advertising channel is still very strong! Continue to study and integrate social and digital media as a marketing tool, but don't throw all of your eggs in that basket just yet.
