The evolution of communications has long been a critical issue in the business world. Traditional communications and new communications, as two main modes of communication, exhibit significant differences in their methods and effectiveness. With the development of digital technology and the widespread use of the internet, new communications methods have gradually become the preferred choice for corporate marketing due to their speed, globalization, and interactivity. However, traditional communications still hold certain advantages and may be more effective in specific contexts. Therefore, integrating both traditional and new communications channels is crucial in the process of marketing strategy formulation.
Geographical Constraints and Ineffectiveness of Traditional Communications
Firstly, traditional communications typically refer to face-to-face interactions, written correspondence, newspapers, radio, television, and other conventional forms of media. These traditional communication methods are subject to geographical limitations. For example, when you advertise in a particular area, only people in that area can see it. The effectiveness of traditional communications is difficult to measure because it’s challenging to accurately determine how many people have been exposed to an advertisement and how they have responded to it.
For instance, a dairy producer may showcase their latest product in a television advertisement, but it’s difficult to ascertain how many people actually saw the ad and how many subsequently purchased the milk.
Globalization and Interactivity of New Communications
In contrast, new communications utilize digital technology and the internet, breaking geographical barriers and allowing information to spread rapidly on a global scale. Furthermore, new communications facilitate better interaction and engagement with users, such as through comments, shares, and likes on social media platforms. Moreover, new communications allow for the precise measurement of effectiveness through various metrics, helping businesses better understand consumer needs and behavior. Therefore, an increasing number of companies prefer new communications as they transcend the limitations of traditional communications, making marketing activities more effective and precise.
Advantages of Traditional Communications
Although people nowadays tend to favor new communication methods, it does not imply that traditional communications have become obsolete or been phased out. In fact, traditional communications still hold certain advantages and can even be more effective than new communications in certain circumstances. Sometimes, physical advertisements can leave a deeper impression on users, thus strengthening brand image. For example, print advertisements in elevators or subway stations catch people’s attention when they habitually reach for their phones only to find no network, prompting them to naturally seek other readable content. These advertisements attract users’ attention spontaneously, thus leaving a more lasting impression.
One significant advantage of traditional communications is their wide reach. For instance, in remote areas or places with poor internet coverage, traditional media remains the primary source of information. Local newspapers, radio stations, and magazines can effectively convey information to residents, which is crucial for promoting region-specific brands.
Moreover, traditional communication methods contribute to building trust and credibility. Unlike advertisements seen online, advertisements in physical magazines or newspapers often appear more authentic and trustworthy. People tend to trust information published by traditional media because it undergoes editing and verification, possessing a certain level of authority and reliability. Additionally, a newspaper or magazine may be kept for a while or placed on the coffee table at home, extending the influence of the advertisement. In contrast, online advertisements may not always be effective as people have developed a habit of subconsciously ignoring ad content on webpages. While browsing the web, people are more inclined to focus on their desired content and overlook advertisements, or even actively close or skip them. This results in relatively low attention effectiveness for online advertisements.
Integrating Traditional and New Communications in Marketing Strategy
In an increasingly competitive market, the right marketing approach should involve a combination of traditional and new communications channels to ensure that the brand maintains a leading position amidst competition. Traditional communications channels can help brands reach a broader audience, especially in areas or among demographics with lower levels of digital technology penetration. Additionally, the authority and credibility of traditional media can earn trust and recognition for the brand.
On the other hand, new communications channels enable more personalized and precise marketing, helping brands gain deeper insights into consumer needs and behavior through data analysis and metrics such as click-through rates, conversion rates, and social media engagement. By comprehensively analyzing data from traditional and new communications channels, brands can more accurately understand consumer feedback, promptly adjust marketing strategies, and content, and improve the efficiency and effectiveness of advertising. In summary, integrating traditional and new communications channels constitutes a comprehensive, multidimensional marketing strategy that can help brands achieve wider and deeper brand dissemination, enhancing brand awareness and influence.