Traditional and digital marketing media seeing blurred lines

Traditional and digital media integration could maximize marketing budgets

Marketing

By Allie Sanchez

Social media start up Alumnify, Inc. co-founder and chief executive officer AJ Agrawal observed in a recent report that the line that separates traditional and digital marketing media is blurring, but corporate budgets have yet to follow the trend.

Still, he said, this integration could mean savings at the bottom line for those who ride the wave.

To make the most of this integration, Agrawal said companies have to be creative in reimagining their collateral to suit various media.

For instance, he explained, a TV commercial can be spliced and edited as YouTube teasers, Vine videos and InstaVid uploads. Similarly, he said, a print ad can be reworked as a website banner or be the centre of a social media campaign.

Still, the caveat to all of this is that the marketing team must be familiar with the technical requirements of digital executions. This means that messages need to be effectively reworked to suit the channels through which they will be released.

It is also prudent to keep in mind that audiences vary from medium to medium, thus this would require changing the message to suit the audience and the medium, he said.

Regardless of changes though, Agrawal noted that sharing executions is a cost effective way of straddling traditional and digital media, which also yields the benefit of resulting in a unified voice and messaging across all platforms. 
 

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