While Digital Media is the Future, Traditional Media is Still the King

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.

You too can make a profit off a natural disaster!

Who would have ever guessed that Washington, DC and the majority of the American northeast would experience an earthquake and a hurricane in the same week?!

Are the planets aligning?  Is the Mayan calendar coming to an end?  Are cats and dogs sleeping together?

Whatever the case may be, from a marketing standpoint, it is creating an opportunity like no other, IF you are smart enough and fast enough to capitalize on it.

Grocery stores, hardware stores and gas stations are making a killing this week.  Anyone on the east coast who isn't advertising on the local news/talk radio station or the weather channel is missing the boat!

Are you offering earthquake, hurricane or "earthicane" specials?

Goodwill of Greater Washington will soon be selling "I survived the DC earthquake of 2011" tee shirts on its Facebook page.  Who doesn't want a keepsake commemorating one of the rarest occurences in a lifetime?

So whether you're reviewing your crisis management plans or celebrating during your hurricane parties, spend a few minutes thinking about how your company can benefit from the aftermath.  There is always money to be made if you're quick enough to react or proactive enough to anticipate.

Disclaimer:  While my comments are intended to be humorous, my objective is not to make light of a very dangerous situation.  However, sometimes a little levity can help make difficult circumstances more manageable. I thank God that the damage from the recent earthquake was extremely minimal.  And I pray that damage and loss of life from Hurricane Irene are just as minimal.