Modern Media: Traditional vs. Digital

Knowing the difference between traditional media and digital media is the foundation for understanding how they work together in a robust marketing plan. 

Traditional media includes broadcast TV, radio, out-of-home (OOH), print and other “offline” marketing mediums we’ve seen used for decades. Oftentimes, they’re expensive and not particularly easy to track the direct success of.

Digital media is what is sounds like – marketing or advertising on digital channels. Think of online banners, ads on apps and paid search. It’s relatively cheap, and conversations can be attributed directly.

While a strategic combination of both is often most effective, it’s important to know the main difference between them: the type of communication happening between the advertiser and the consumer. 

According to an article in Tech Funnel, “New media tends to be much more interactive than traditional media. New forms of media, such as social media, allow for direct communication and interaction between business and consumer.”

The key difference lies in the keyword “interaction”. 

Essentially, traditional media is often seen as a one-way street, where information is passed to the consumer, which results in a direct response. On the other hand, digital media creates a dialogue between the marketer and the consumer. There’s an exchange of information and intelligence. 

Finding the right combination of traditional and digital media relies on a number of factors. Start by considering your objective, target audience and budget.