Think Old & New Media, Not Old vs. New Media

Just because there are more and more wonderful new options for marketers, doesn’t mean it is an either/or proposition. Sure, newer media concepts such as interactive marketing, SEO, search advertising, online PR and the wealth of social Web possibilities tend to grab the headlines. They are getting this attention because they are exciting and contemporary and that, of course, is why they call it “the news.” It doesn’t mean older marketing tools are dead. Marketers shouldn’t be thinking in terms of old media vs. new media: they should be thinking in terms of old & new media. There is no need to draw an imaginary dividing line down the center of that page on your tablet.

Use what works! What is best for your organization might be comprised of tried and true media options that have been around for decades. On the other hand, if you are tearing it up with some of the newer marketing methods, don’t be afraid to make these more current choices 100 percent of your marketing budget. If you don’t know what works best for you, then it is time to invest aggressively in marketing R&D and determine what is the best mix for your company.

Chances are if you are not doing some experimenting with your marketing budget, you could be leaving substantial money on the table. Many of today’s marketing success stories are wonderful tutorials on how companies are extending the the effectiveness of traditional one-way media with powerful online options that build relationships, create brand engagement and provide added promotional success.

You can’t determine what is the best allocation of your marketing and advertising dollars for future efforts unless you know what is working and how well it is working. A decision to proceed on any criteria but facts is merely an opinion, conjecture or an educated guess. None of those subjective options will cut it in an age where marketing accountability needs to be clearly demonstrated and communicated throughout the organization. Once you determine the best choices for your company don’t be afraid to commit. Your future should be based on what works, not on history or outdated formulas in marketing articles and textbooks.