I am sleepy! And I over ate for dinner so you must forgive me if I blabber! I will stay awake to write this article and I am sure I will sleep better if I share it with you!
These days we have many media channels, TV, Radio, Print and Web, telecommunication! Yes yes; broadcasting short message, mobile TV and even bbm are a media channels; I will leave TV & Radio out of this!
I will talk about Print & Web, Traditional VS Non-Traditional or (New Media also called Digital Media)! The current relationship is 80/20! 80% for Traditional Media and 20% New Media! The relationship encompasses using both mediums as content publishing and advertisement! By the way 20% for new media is an over-statement; but let’s be optimistic. This all is of course in reference to the new media usage status in Middle East region!
Traditional Media plays the prominent role in media buying and content publishing, the new media plays a support role more of a back seat when it comes to advertisement and content publishing; and sometimes it’s ruled out completely!
Reasons for that:
- Extensive Lack of Knowledge
- Technology Phobia
- Resistance to Change
- More Score Cards (YUCKH)
- Habitual thinking!
The last point, habitual thinking relates to the mindset of people owning the strategic thinking of the companies, often these decision makers like to go by the old book and avoid changes, in fear of more cost or unforeseen risks! Guys!!! Listen carefully if you suffer from this condition:
New Media is measurable! Meaning you can track user behavior and understand his “likes” and “Dislikes”; this will help you in your marketing strategy! When it comes to cost, yes it may cost some money but it is money well spent! Nothing on New Media is disposable! All your efforts will lead to success if you employ the medium right! You just have to learn how to drive the ship and the shore will be easily reached! Doesn’t this make it invaluable!
Web Actionable Analysis helps you understand the data behind the website and make smart business decisions. Ever since business started tools to measure the efforts flooded the market, from the pencil and paper manual data analysis to the most sophisticated CRMs! So what is it about the web that scares people please help me understand! It comes with full package, a fancy business presentation closer than ever to the consumer anytime any place and a data analysis tool measuring every breath of your consumer!
Why are you putting it in the back seat when it is the future tool for absolutely everything! It is time to switch roles! You have to face the reality it’s no longer the age of push marketing and interrupted ads! It’s TiVo age! Consumers are in control of the information they consumes!
Don’t wait too long the train is moving, and moving fast you gotta catch up!
A good read is “Road Less Travelled“