New Media VS Traditional Media

Summary

This video discusses the shift from traditional media, like newspapers and radio ads, to new digital media, highlighting the benefits of online advertising. It contrasts the limitations of traditional media—such as long lead times, limited geographical reach, and inflexibility—with the advantages of new media, which offers instant access, global reach, adaptability, and comprehensive tracking. The video emphasizes that just having a website isn't enough and encourages businesses to embrace SEO, social media, and other digital strategies to attract more customers, grow profits, and stay competitive in today's digital age.

Takeaways

• 📉 Traditional media like Yellow Pages, newspapers, and local TV/radio ads have seen significant declines in recent years.
• 💻 New media offers on-demand access to content across digital devices such as computers, laptops, and smartphones.
• 🌐 New media allows for broader reach, offering both global and local targeting, unlike traditional media limited to geographical regions.
• ⏳ New media has no lead time—businesses can launch ad campaigns almost instantly, unlike traditional media, which requires long planning times.
• 📈 Online presence in new media accumulates over time, increasing visibility and making businesses easier to find, unlike the temporary nature of traditional ads.
• ⚡ New media provides greater flexibility to make real-time changes to ads, offers, and content, whereas traditional media lacks this flexibility.
• 📝 Traditional media often requires long-term contracts and has numerous restrictions, while new media offers more freedom and fewer limitations.
• 📲 New media offers convenience and instant gratification—people can easily find information through search engines and mobile devices.
• 🔍 New media enables detailed tracking of marketing performance and return on investment, which is difficult with traditional media.
• 👥 The majority of today's consumers search online for local businesses, making it essential for companies to adopt new media strategies to remain competitive.

Q & A

What is considered traditional media in the context of the script?

Traditional media includes forms of advertising such as penny savers, coupon packs, yellow pages, local television advertising, classified ads, and local radio.

Why is traditional media described as 'dead' in the script?

Traditional media is described as 'dead' because it has shown serious declines over the past few years, with the emergence of new media forms that offer more interactive and flexible options.

What are the key features of new media mentioned in the script?

New media is characterized by on-demand access to content, availability anytime and anywhere on digital devices, and the ability to foster interactive user feedback and online communities.

How does the script compare lead time between traditional and new media?

Traditional media, like the Yellow Pages, has a long lead time as it prints only once a year, whereas new media allows for almost instant start of advertising campaigns.

What is the difference in reach between traditional and new media as per the script?

Traditional media like penny savers or classified ads are limited to direct geographical areas, while new media offers worldwide reach and can also be targeted locally.

How does longevity in advertising differ between traditional and new media?

Traditional media ads last only as long as the payment continues, while new media allows for efforts to accumulate over time, strengthening online presence and visibility.

What is the level of flexibility with traditional media compared to new media?

Traditional media offers very little flexibility for changes once the ad is printed, whereas new media allows for almost instant changes to offers, text, or other elements.

How do commitments and contracts work with traditional media versus new media?

Traditional media often requires long-term contracts with yearly payments, while new media offers freedom to choose contracts or implement different marketing strategies on a daily basis.

What are the restrictions associated with traditional media that are not present in new media?

Traditional media has restrictions on ad size, text length, and image limitations, whereas new media has no such restrictions, allowing businesses to share as much information as they want.

How does the script describe the convenience of new media over traditional media?

The script describes new media as more convenient and instant, as people can find information through digital channels without having to search through physical directories.

Why is tracking important in advertising, and how does new media facilitate this?

Tracking is important to measure the return on investment in advertising. New media allows for detailed tracking of leads and conversions, helping businesses understand what works and plan their marketing strategies accordingly.

What steps does the company described in the script take to enhance a business's online presence?

The company starts with site analysis, conducts keyword analysis, sets goals, and then implements a campaign involving content creation and link building. They also provide monthly reporting and create an action plan based on the results.

Outlines

00:00

📉 The Decline of Traditional Media

This paragraph introduces the shift from traditional media to new media, focusing on the decline of traditional advertising platforms like newspapers, Yellow Pages, and local radio. The author explains that traditional media is becoming obsolete due to the rise of new media, which allows for on-demand access to content on digital devices. Unlike traditional media, new media enables interactivity, user feedback, and the formation of online communities. The paragraph emphasizes the benefits of new media in terms of flexibility, reach, and real-time engagement, which are lacking in traditional media.

05:00

🌍 Comparison: Traditional Media vs. New Media

Here, a detailed comparison between traditional and new media is provided across various aspects. The lead time for traditional media is long, as seen with yearly Yellow Pages publications, whereas new media allows for immediate action. Traditional media's reach is geographically limited, while new media offers global reach. In terms of longevity, traditional media requires continuous payments, but new media allows efforts to accumulate over time, enhancing online presence. Other comparisons include flexibility, with new media offering easy adjustments, and the constraints of traditional media like restrictions on ad size, text, and contracts.

🕵️‍♂️ Flexibility and Convenience in New Media

This paragraph highlights the inflexibility of traditional media, where changes cannot be made once content is published. In contrast, new media allows businesses to adjust campaigns instantly, offering complete freedom and no restrictions on content size or format. It emphasizes that traditional media is no longer convenient for consumers who prefer instant access to information via digital platforms. The paragraph also mentions the convenience and tracking benefits of new media, allowing businesses to monitor the performance of their campaigns and make data-driven decisions to optimize marketing efforts.

🔍 The Power of Online Search

This section discusses the growing importance of online search engines, with most consumers using them to find local businesses. Statistics reveal that 97% of consumers search for businesses online, underlining the importance of having a strong online presence. It warns that simply having a website is not enough, comparing it to opening a store without telling anyone where it is. To be successful, businesses must optimize their online strategies to ensure they are visible to potential customers, taking advantage of the new media environment to stand out from competitors.

💡 Strategic New Media Solutions

The final paragraph presents new media solutions for business owners, emphasizing the systematic approach taken by the author’s team. This includes a site analysis, keyword research, and goal setting. The team consists of content creators and SEO experts who work to increase online visibility, followed by monthly reporting to track progress. The process is focused on improving search engine rankings and driving traffic. The paragraph ends with a call to action, urging businesses to adopt these strategies to stand out from competitors and succeed in the digital landscape.

Keywords

💡Traditional Media

Traditional media refers to the conventional methods of advertising and communication such as newspapers, radio, television, and Yellow Pages. In the video, it is portrayed as outdated and losing effectiveness compared to newer forms of media. The video emphasizes the decline of traditional media due to the rise of digital solutions, stressing how businesses relying on traditional media are at a disadvantage.

💡New Media

New media refers to digital platforms and tools that allow for on-demand access to content through devices like computers, laptops, and smartphones. The video highlights new media as a more flexible, global, and interactive way for businesses to reach their audiences, contrasting it with the limitations of traditional media. Examples of new media in the video include social media platforms, search engines, and digital advertising.

💡Lead Time

Lead time refers to the period between the initiation of an advertisement and its availability to the audience. In traditional media, this time is often lengthy, as seen with yearly Yellow Pages publications. In contrast, the video explains that new media allows businesses to start advertising almost instantly, which is portrayed as a significant advantage in today’s fast-paced market.

💡Reach

Reach refers to the size and geographic scope of the audience an advertisement can target. Traditional media often limits reach to a specific geographic area, while new media enables businesses to reach a global or local audience, depending on their goals. The video highlights how new media expands the potential audience, making it a more effective marketing strategy for modern businesses.

💡Longevity

Longevity in the context of advertising refers to how long an advertisement remains visible or impactful. Traditional media ads, like those in newspapers or on radio, only last as long as they are paid for. In contrast, new media strategies, such as search engine optimization (SEO), accumulate and strengthen over time, leading to sustained online presence and visibility, as described in the video.

💡Flexibility

Flexibility refers to the ability to make changes to an advertisement. In traditional media, once an ad is printed or aired, it cannot be altered. In contrast, new media allows advertisers to make real-time changes to their campaigns, including text, offers, or visuals, making it a more adaptable and efficient option, as emphasized in the video.

💡Commitments and Contracts

Commitments and contracts refer to the agreements businesses must make when purchasing advertising space or time. Traditional media often involves long-term contracts, with fine print and rigid commitments. In contrast, the video explains how new media allows for more freedom, giving businesses the flexibility to implement day-to-day strategies without being locked into long-term agreements.

💡Tracking

Tracking refers to the ability to monitor the effectiveness of marketing efforts, including where leads come from and whether they convert into sales. The video explains how traditional media lacks precise tracking tools, making it hard to measure return on investment (ROI). In contrast, new media offers detailed analytics, allowing businesses to track their marketing success and adjust strategies accordingly.

💡Search Engines

Search engines like Google, Yahoo, and Bing are platforms where users can search for information online. The video mentions search engines as a key component of new media, stressing how they allow consumers to find businesses instantly through simple keyword searches. Businesses must optimize their presence on search engines to stay competitive in the digital age.

💡SEO (Search Engine Optimization)

Search Engine Optimization (SEO) is the process of improving a website's visibility on search engines through strategic keyword usage and content optimization. The video emphasizes SEO as a crucial part of new media strategies, explaining how businesses need to rank highly on search engine results to be found by potential customers. SEO is presented as a long-term, cost-effective way to build online visibility.

Highlights

Traditional media such as penny savers, Yellow Pages, and local TV ads are in decline and no longer as effective.

New media offers on-demand access to content anytime, anywhere, and on any digital device.

New media enables interactive user feedback, creative participation, and the formation of online communities.

Lead time is a major difference between traditional and new media: traditional media requires long planning, while new media can launch campaigns instantly.

New media provides global reach with local targeting options, while traditional media is limited to specific geographical areas.

Longevity with new media offers long-term online presence, while traditional media ads disappear once payment stops.

New media allows for real-time changes and adjustments to ads, unlike traditional media where ads are fixed once printed.

New media marketing offers flexibility in terms of contracts and commitments, with day-to-day campaign management options.

Traditional media imposes restrictions on ad size, text limits, and imagery, while new media offers creative freedom.

New media provides the convenience of accessing information through multiple devices, whereas traditional media is less accessible.

Tracking is much easier with new media, allowing businesses to see how leads are generated and converted, something traditional media lacks.

97% of consumers search for local businesses online, making digital presence critical for business visibility.

Simply having a website is not enough; businesses need to implement strategies to ensure their website is visible and accessible.

The process of optimizing online presence involves site analysis, keyword research, goal setting, and continuous improvement.

Monthly reporting and action plans are key to monitoring progress and adjusting digital strategies for maximum impact.

Transcripts

let's talk about traditional media

versus new media as a business owner you

are more than likely familiar with the

traditional forms of advertising such as

penny savers coupon packs yellow pages

local television advertising classified

ads and local radio but if you're still

relying on these traditional media

channels it's time you learned the

shocking truth traditional media is dead

both newspaper and Yellow Pages

advertising along with a number of other

traditional marketing methods have shown

nothing but serious declines over the

past few years what has happened is the

emergence of new media new media is on

demand access to content anytime

anywhere and on any digital device

devices such as computers laptops and

smartphones the emergence of new media

has opened the doors for interactive

user feedback creative participation

between different parties and formations

of online communities some new media

that you may be familiar with our search

engines like Google Yahoo and Bing that

of course there is the boom of social

media with sites like Facebook Twitter

and YouTube now let's take a look at the

comparison between traditional media and

new media let's start with lead time

with traditional media specifically the

Yellow Pages they print one time per

year so you have to be on their schedule

on the other hand new media does not

have lead time if you want to start an

advertising campaign right now then you

can do it almost instantly now let's

talk about reach with traditional media

specifically penny savers or classified

ads these are only targeted to your

direct geographical area and only those

who actually get the newspaper or penny

savers on the other hand your reach with

new media is worldwide and can also be

local the choice is yours ah longevity

longevity is the key to success and with

traditional media your ads only lasts as

long as you keep paying for your ads on

the other hand with new media when

implementing certain strategies your

efforts accumulate over

time with your online presence getting

stronger and stronger allowing more and

more people to find you

traditional media just doesn't have this

snowball effect flexibility with

traditional media you have very little

flexibility for change if you have a

different ad you'd like to run or if you

had an error on your offer that's too

bad it has already gone to print you are

basically out of luck but with new media

on the other hand any changes can be

made almost instantly you can change

your offer change your text change just

about anything whenever you want

commitments and contracts the commitment

level with traditional media usually

comes from a salesperson in the form of

a long term contract requiring you to

sign on paying yearly with long

contracts with fine print with new media

it's all about freedom you have the

freedom to choose contracts or you can

choose to implement different marketing

strategies on a day to day basis the

choice is yours

with unlimited flexibility restrictions

none of us like to be restricted but

with traditional media there are so many

restrictions restrictions on your ad

size restrictions on your text limit

restrictions on your images you have to

fit their guidelines and requirements

with new media there are no restrictions

you can share as little or as much as

you want regarding your business and the

services you offer convenience now more

than ever

convenience is the key along with

instant gratification and with that said

traditional media is just no longer

convenient nor instant who wants to

search through a huge paper directory to

find the phone number or address what if

you are at home what if you didn't get

the marketing flyer with no media people

can find you through many different

digital channels from computer laptops

smartphones and more tracking when

purchasing any type of marketing and/or

advertising the goal is to have a solid

return on investment unfortunately with

traditional media it's just hard to know

how your leads found you and if it even

converted into a sale on the other hand

with new media you can track just about

everything this helps you see what is

working and what isn't and helps

strategically plan where to put your

marketing dollars so let me ask you how

do you get your information these days

how do you learn about a business or how

do you find a local dry cleaner or a

pizza place or dentist do you use

traditional media and thumb through

countless newspaper or phone book pages

or do you do a quick internet search and

simply type a couple words into an

internet search engine click Submit and

get the information you need in seconds

well if you said one you are clearly in

the minority today most of today's tech

savvy consumers are choosing option two

the truth is every day thousands of

people from your local area are

searching on google for businesses just

like yours did you know that there are

now over 1.5 billion people worldwide

using the internet and Google reports

that 97% that's right I said 97% of all

consumers searches for local businesses

is online but there are so many

businesses today that think they are all

set because they have a website but just

having a website isn't enough just

having a website without doing anything

with it is like building a store and

never telling anybody where it is so

which solution fits your business are

you gonna stick with the old way of

marketing and traditional media or do

you want to get on the fast track with

new media solutions

well we deliver the strategies that will

ensure your business gets noticed by the

best prospects through the use of new

media leading to more traffic more sales

and more profits for you we specialize

in making sure these cash in hand eager

to buy prospects find your business and

not your competitions how do we do this

when we start with your campaign we

follow a systematic approach one the

first place we start is with your site

analysis we analyze your site to see if

it is optimized and search engine

friendly basically we find the errors

that your web designer failed to

implement to next

we do an in-depth keyword analysis we

research the best keywords for your

business keywords that will put you in a

winning position for maximum exposure

now it is time for goal setting we match

your business goals with our various

packages from SEO services Google Places

social media and even website creation

if needed then the magic happens our

team now gets to work and starts your

campaign the team is made up of content

writers link builders forum posters blog

commenters and more all working together

to help increase your online visibility

and get you found online then we wrap up

the month with our month and reporting

at the end of the month we provide you

with a detailed report of where you are

as far as your current search engine

ranking and where you are now from the

work that our team implemented

throughout the month next we create an

action plan this action plan is based on

analyzing the month and reporting to

ensure we have the best plan in place to

continue to grow your traffic and

profits so what do you say are you ready

to grow your business in your province

are you ready to stand out from the

competition are you ready to start

taking full advantage of the power of

the internet we're ready now let's get

you to number one