Companies need to use the services of different media formats in order to deliver a message tailored to their target audiences with the goal of getting a reaction from them as well as feedback about the product and the company. We can identify the classes of media by gathering them into two main forms: traditional and non-traditional.
To create an effective marketing strategy it’s necessary to include a communications strategy to support the actions to be taken. This strategy should also include a schedule that contains both traditional and non-traditional media. This table shows the various types of traditional and non-traditional media available:
It’s important to know the differences between these types of media, because the audiences are different and each message needs to be targeted to their interests and needs. This next table is based on information found in the book, Marketing Communications:
It’s important to notice that one is not better than the other. The marketing strategist must find the right mix of both in order to create the best communication/marketing strategy for the company and specifically for the product they are selling.
There is no set formula or path to follow. The important thing is to be able to tell the organization’s story, so the target audience knows about it, and as a result, will start talking about it. This will help create a relationship that will translate into a captivated consumer who is loyal to the brand and a frequent user of the product the company hopes they will love.
The importance of non-traditional media is fast growing and everyone involved in relationships with consumers must know about them and learn how to use them so they can create the right brand management that will lead into more sales and brand recognition.
Meerman, D. (2010). The New Rules of Marketing & PR (2a edición ed.). New Jersey, Estados Unidos de América: Wiley.
Fill, C. (2009). Marketing Communications (5a ed.). Essex, Inglaterra: Pretince Hall.
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