In the previous article What To Learn From News Media's Survival In Web 2.0 World? how news media as the organization are changing to survive in web 2.0 online world was discussed, as learning for marketers, PR representatives, communicators and business owners. The topic of this article is to compare characteristics of Internet/web with traditional media and distinguish uniqueness of Internet media, in order to clarify key factors to effectively leveraging each media for online and offline synergy.
1. What are main characteristics of traditional media and the Internet/web (including social media)?
From perspective of new way of content distribution, the author would conclude that it is "pull media" among many characteristics of the Internet/web and traditional media such as interactivity and personalization that is the key. Traditional media are mostly push media, and can reach audience even if they are reactive, especially TV and radio. However, the Internet is a pull medium, (similarly to "spatial" media), which means tactics to drive web users to the website is inevitable, and this often means using and mixing with other media/communication channel.
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Other important characteristics that distinguish the Internet/web from traditional media are interactivity, ubiquitous and 365 days/24 hours, and customization. Interactivity is not necessarily zero for traditional media such as by contribution article and survey, but traditional media are basically of one-way communication. Traditional media and "spatial" media have some kind of restriction in terms of accessibility (scope of reach/delivery and time). And traditional media is mostly designed for mass marketing and advertising, little room for customization.
2. What are the characteristics of each primary media?
Based on the comparison chart, the characteristics of each medium/communication channels can be briefly described as below.
1) TV
TV, symbol of mass media and mass advertising, is still excellent media for visibility and reach, although the cost production and getting on the air) is usually quite high. With creative scenario, visual and audio effect, it can deliver extremely strong message in a short time, although detailed information needs to be delivered in other media. It is excellent for "Attention" of AIDA (Attention, Interest, Desire, Action) model. Statistic data is available with Nielsen research data and analysis.
2) Radio
Radio is good in reach. It is less expensive than TV and more "ubiquitous" with portable and car audio. Only delivering information by audio, it is inferior in terms of visibility but can deliver live news unlike many printed media with detailed information.
3) Magazine
Magazine is also good for visibility and reach. It is better than TV for targeting by customer segment, and although it is static with no audio unlike TV, it is less expensive than TV and more flexible in general can include more detailed information.
4) Newspaper
Newspaper is inferior in terms of visibility but is good in reach. Compared to the other primary printed media of magazine, it is more flexible and much better to deliver recent news and update of information.
5) Brochure
Brochure can be good for visibility, if distributed sufficiently to appropriate target audience, (although may not be as good as newspaper and magazine). It can include detailed information although in static form, and usually less expensive compared with other printed media issued by professional publishers.
6) Flyer (& DM)
Similarly to brochure, flyer can be good for visibility if distributed sufficiently to well-targeted audience, especially when it is distributed with the help of newspaper distribution (at least in Japan) and/or sent by DM (Direct Mail); the issue would be whether the audience opens the DM. Flyer is usually less expensive but can include less information than brochure.
7) Bulletin board and poster
Bulletin board and poster are not ubiquitous and thus inferior in terms of visibility and reach because of physical restraint (physical place it is located) and audience need to be at that particular location to see the message. Posters are usually of reasonable price. Bulletin board can be of reasonable price or rather expensive according to factors such as the material it is made of and cost of acquiring the space of display. Amount of information is usually extremely limited but more flexible (easier to customize etc.) than other printed media.
8) Offline face-to-face, one-on-one communication
Offline face-to-face, one-on-one communication is of pull media and with physical restriction (opposite of ubiquitous), it is inferior in terms of visibility and reachness, but is the most flexible; it is interactive, can deliver rich and customized, updated information. Unless it is walk-in sale, this is used with other media/communication channels (for making appointments etc.) such as phone and e-mails (Internet). The cost depends on the traveling.
9) Offline spatial channel (events/forums and stores)
Offline spatial channel of events/forums and stores is pull media similarly to the Internet/web and face-to-face, one-on-one communication. Therefore, tactics to drive audience/customers to the spatial channel using other media and communication channel but can deliver the highest realistic sensation with all 5 senses, and is ideal for Interest, Desire and Action of AIDA model. This can be of reasonable cost or expensive on the size, location etc. and customization and interactivity varies according to factors such as number of audience/participants and programme of the event. Smaller the size, more it is similar to face-to-face, one-on-one communication.
10) Internet/web
Characteristics of the Internet/web have been introduced in the previous article How to Start Web 2.0 / Internet Marketing. It is, in theory, ubiquitous and can reach many web audiences. Therefore, it can be good in visibility, operating 365 days/24 hours, interactive, can be customized/personalized, and easy to update. With web 2.0 technologies, it can be rich with audio, video, photo, virtual world as well as text. It can deliver detailed information because it has no space limitation like printed media (the issue would be acquiring optimum space for advertising etc.) Cost can be high or low, according to factors such as how the visual and web page is developed.
With such characteristics, the Internet might seem ideal, but only if its characteristics/uniqueness truly understood and not over-estimated, and leveraged based on essence of strategy planning/implementation and marketing, otherwise, the result would be failure like many dot.com companies and IT bubble. Some of the things to take into account are the fact that the Internet/web is pull media and therefore driving web users to the website/page is inevitable; and being flexible and the Internet is often said as "living", continuous maintenance is vital and need to be planned and operated from mid/long term viewpoint.
In the next article, the author would like to discuss how offline and online (Internet/web) are converging, leading to paradigm shift in the relationship of traditional media and the Internet/web (including social media), from viewpoint of marketer, business owner, PR professional and communicators.
References:-
Mitachi, Takashi (1998), Deconstruction: Disintegration and Reintegration of Value Chain. Diamond Harvard Business Review, October-November, in Japanese, pp110-123.
Resources:-
Characteristics of each traditional media and Internet/web should be understood and leveraged to effectively deliver content.
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Word Count Appx. : 1127 | Article Views 1196 Published 02-03-2010