Now let's look at new and traditional marketing and how strategies on both sides align and defer. Traditional media, or old media, are often defined as the established or traditional means of mass communication, especially compared with digital methods. Quite simply, media that didn't develop with the digital era, are the ones most likely to be considered as traditional and part of a traditional media strategy. Traditional marketing media includes; direct marketing, outdoor, print, TV and radio broadcast, and word of mouth referrals. Direct marketing, this involves promoting and selling directly to the end buyer from the manufacturer with no other media owner involved. For instance, it includes letters or flyers, coupons, brochures and generally any other printed material delivered to a consumer's mailbox or hand. Print, this is advertising that uses physically printed media to reach consumers and prospects, such as newspapers, brochures and magazine ads. Broadcast, known as on air advertising. It is the primary revenue generator for commercial television and radio stations. Examples include film, TV, product placement, program sponsorship, cinema and radio. Referrals often happens spontaneously, this form of marketing involves promoting products or services to new customers through referrals, usually by word of mouth. For instance, it includes fidelity cards with vouchers and discounts for sponsorship. Even if traditional and digital marketing can work hand in hand, they are profoundly different in their communication style and effect on consumers. Based on these differences, marketers need to strategically plan where they will invest and what will be the best ratio between traditional and digital media budget. Each media will talk to a different audience and have a different impact on the audience's perception of a company. We will deep dive on the differences in the next few slides. In the previous slides, we saw that traditional and digital media are different and carry different attraction and impact across audiences. There are five main categories where we can compare the difference between the two. Reach, this is the total number of different people exposed to the media. This helps define whether a media is more geared toward mass or individual reach. Reach covers whether the message is consumed by a number of people at the same time or only by one individual. Frequency, this relates to how often the audience sees your media. Engagement, this refers to the level to which an audience is able to interact with the content. How invested is the audience when the message is received? Relationship, how is the message received and perceived by the audience? The relationship between the media and the audience is defined by the nature of the message and how targeted, familiar and relevant it is to the audience. Method, this comprises the main tactics used to bring the consumer through the buyer's journey. As we saw earlier, this can be made by pulling consumers through content or pushing content to them. Each channel will have a certain level of scope, depending on how the content is found and used and how it influences the buyer's journey. We will now take a closer look at four of the five categories. When people are looking at cinema or TV, or listening to radio, the experience of the message through these media is a group experience. The medium is consumed in a group situation, such as watching TV with a family, listening to the radio in the car with other people, or going to catch a movie in a full movie theater. These are group experiences where all eyes and ears are receiving the same stimuli. Consider social media, e-mail and apps. Although the medium is shared, the content is customized for the individual. Most people use the same social media, e-mail client and apps to consume content. However, thanks to technology, consumers present at the same time, can see an infinite variation of content based on who is logged in, this is an individual experience. When planning and overall media strategy, depending on the goals, marketers will create more engaging ad formats on media that appeal to a more passive audience. Digital and traditional can be active and passive, however, digital marketing leads to more active media engagement because of the nature of the formats and channels it involves. For example, when an ad is showing on TV, the audience has no means of responding to the message, this is a passive medium. Active media, or any form of media where the consumer can physically engaged with the content, such as Facebook, Twitter and Google. Content on digital platforms has been developed to be highly engaging. Consumers can share, comment on, like, tweet and pin it. This gives digital marketing an additional active characteristic. In traditional marketing, the message given as singular, in other words, because of the group experience, the traditional marketers will develop a single message that will deliver the same content to individuals. In digital marketing, marketers can create multiple versions of the same message and target users whose profile definitely fits their target audience. The brand experience aims to treat the consumer as an individual by delivering personalized, relevant content. This is a push strategy that begins with the brand or advertisers showing ads to as many people as possible, hoping that it will resonate with some of them, for this reason, it is harder to track and more expensive. On the opposite side, inbound strategy, as we defined earlier, aims to attract interested consumers to your content, brand and offer. This marketing model was greatly facilitated with the development of digital technology, as we talked about earlier, the use of cookie tracking, SEO, topics, blogs and influencers helps brands resonate with a specific audience, so they come to you. Digital and traditional marketing, new and old media don't work separately. Actually, they can compliment each other and be used with flexibility to achieve marketing goals. This example shows how digital and traditional marketing work together, multiplying the brand experience across media. This repetition and resonance make a company even more relevant because it is present online, but also offline on billboards, posters, TV, magazines, and so on. Traditional media, because of its importance, cost and reach can complement digital strategy by bringing legitimacy to products and brands that become part of the familiar scope. If we look at the slides, we can see how some of these relationships work. Let's take the example of Jane. Jane is watching TV when an ad comes on about the hair conditioner she bought, this prompts her to tweet the company after seeing it's Twitter handle at the end of the commercial. After seeing this ad and remembering her experience with the product, Jane goes online on desktop and mobile and tweets and visits the company website or downloads it's app to see what's new. She goes on the website and sees a banner using the same commercial she just saw on TV, expanding the message and content. It tells her that the founder of the hair product company will be interviewed. Jane tunes in and watches the interview later that day. She also wants to find a store because she wants to talk with a member of staff about the product and problems she has had. She goes into the store, having all the previous information and experience and buys a product at the cashier's desk, she notices a poster mentioning the brand's presence on Facebook. She takes out her phone and decides to follow the company on Facebook so she can read or watch some of its content. As you look at the slide, think about your own experience. This is important to give you a sense of how they actually work together. They really can compliment each other. We'll see a little bit more about this later on.
