Experts weigh in on blending traditional, digital media marketing for greater impact
By Seun Johnson
The rapid rise of digital media is seriously shaking the foundations of the marketing industry, as marketers are now forced to deal with the task of drawing the parallel line between tradition and innovation.
This challenge primarily lies in merging the strengths of both traditional and digital marketing to create a more immersive and impactful consumer experience.
Hence, marketers continuously seek to integrate the credibility and broad reach of traditional media with the interactivity and personalization of digital platforms to ensure seamless consumer engagement.
According to Yinka Adebayo, Group Executive Director, Omnicom Media Group, West and Central Africa, traditional and digital media coexistence as a marketing strategy is already happening with the presence of several TV stations on social media. He noted that some of them are selling their social media platforms more than the traditional space.
In his words,”Ultimately, none is going to run away from the other. The traditional media has something working for them, and that is credibility. If I tell you now that I come across a news item, the question you ask me is where did I pick it from? If I tell you it’s on social media, you will feel it with a pinch of salt.
“But if I tell you it is on some channels, you will probably think that must be credible. So they have that credibility working for them. So convergence of traditional with digital media is the new wave at the moment,” Adebayo stated.
Also giving credence to this position, Dozie Okafor, Managing Director, PHD Media disclosed that the gap or the divide between traditional and digital media has closed and everything is now one dynamic ecosystem.
Okafor who is the President of Media Independent Practitioners Association of Nigeria (MIPAN) explained that traditional platforms can take full advantage of what digital has to offer.
He said, “For instance, TV stations need to see YouTube, Instagram as an extension of their platform. Every time they shoot and they document things, they need to shoot not only for long form or for short form video, they need to have in mind the attention span which is quite fleeting online and develop content along those lines.
“So for me, media convergence is a cultural process where consumers actively seek new information and make connections across various media platforms. And it is just the beginning, as all aspects of institutional activity and social life are increasingly conducted in digital media spaces across a growing network of information and communication technology device,” he posited.
Also sharing his opinion on the subject, Omo Kingsley Abunene, CEO of Beam Media Limited highlighted that combining both traditional and digital media in marketing communications enhances customer experience and leverages the strengths of all channels.
Unanimously, these experts emphasized that integrating traditional and digital media is essential for maximizing marketing impact, believing that blending the two strategies is crucial for creating a cohesive and effective approach that resonates with today’s consumers.
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