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Traditional broadcasters have spent years and millions of dollars researching and to cultivate their own enormous audiences. While sometimes it may seem like it, broadcasters didn’t earn or maintain their large audience by running ads 24/7. They deliver interesting content broken up with ads which any company can rent to gain the attention of the broadcast audience. I think of traditional platforms as amplifiers. These amplifiers can cheaply and quickly distribute a brand’s message to virtually every segmented demographic audience. Want to speak to 50+ year old men? Try the newspaper. Need to get your message out to teenage girls? Try your local top 40 radio station. Need to reach sports fans? Piggyback on a hockey broadcast. It’s hard to measure the effect of traditional advertising in large part because a brand doesn’t own the data of the broadcaster’s audience. But, a brand can measure the ripples of that message impact by directing the audience to its own social or digital ecosystem.

On the other hand, social/digital platforms allow any company to become multimedia broadcasters and build an audience around their own brand. While it’s a very exciting time, the downside is that it takes time, strategy, patience and content to build that audience. By understanding your consumer’s needs, social and digital platforms can accelerate relationships, convert prospects into sales and service customers in ways that were never before possible. Its easier to measure because, you own the traffic data & metrics (or should figure it out) of your digital outposts.

Does this make sense? Told you it was a long answer:)


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