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digital marketing vs traditional media

We constantly grapple with the pros and cons of traditional vs digital media when it comes to spending our marketing budgets where they’ll have the most bang for buck. And as consumers (and potential customers), traditional media is still prevalent in our daily lives, from the billboard we drive past on the way to work to the radio show we discuss over lunch. But we find ourselves spending more and more time online, giving screens the bulk of our attention.

To help you make informed decisions when it comes to traditional vs digital, we’ve packed this article full of the latest stats and insights. It is also available as an infographic. If you’re in need of ammunition to validate more digital budget, or are merely curious about the benefits of online marketing, this is for you.

globally, time spent on traditional media is declining

According to the Global Web Index’s study, increasingly less time is being spent on traditional media while the amount of internet consumption continues to increase notably:

  • On average, people spend 2 hours a day watching broadcast TV
  • 36 minutes a day reading print media
  • 50 minutes a day listening to broadcast radio
  • And 6.5 hours a day on the internet.

And what are these nearly 7 online hours a day comprised of? 35% of it is social media surfing, 15% on online TV and only 14% on digital press, to name a few.

Dual screening is not a new phenomenon, but what may come as a surprise is its prevalence; 85% of people are now surfing on another device while they watch broadcast TV (which has already been whittled down to only 2 hours a day). Human nature is to give more attention to the point of interest that is literally closer to our faces – so what do you think will win out; the TV advert interrupting your movie, or the online special for shoes you added to your shopping cart this morning?

Dual screening is not a new phenomenon, but what may come as a surprise is its prevalence; 85% of people are now surfing on another device while they watch broadcast TV (which has already been whittled down to only 2 hours a day). Human nature is to give more attention to the point of interest that is literally closer to our faces – so what do you think will win out; the TV advert interrupting your movie, or the online special for shoes you added to your shopping cart this morning?

South Africans are not far behind

Consumer behaviour is no different in South Africa – we’re seeing a consistent increase in social media adoption, while circulation size of print media continues to decline.

Daily newspapers now have a circulation of 1 million (down 4% from last year) while 38% of the entire population has a Facebook account – an audience size of 22 million (up by 9% from last year). Even the other smaller social media platforms have impressive user bases that trump traditional media reach; Instagram is at 6.6. million and Twitter is at 8.3 million. It is a marketer’s dream come true to be able to reach such a huge segment of the populace through a single platform.

how are other marketers distributing their budgets?

Global marketing budgets are now weighted more towards digital advertising than traditional media.

In the United States digital marketing spend has surpassed collective spend on traditional media channels. 52% of marketing budgets are assigned to digital channels, with only 30% towards TV, 7% to print and another 7% to radio. Looking at the UK, we’ve just seen the 35th consecutive quarter in which marketers have upped their online marketing budgets. And this is unlikely to slow down.

choosing a social media channel

Each social media platform has its place and unique purpose in consumers’ daily lives. But when it comes to the best results for social media advertising – 61% of South African marketers consider Facebook the way to go (according the 2019 Social Media Landscape Report). Instagram is Second at 13% and LinkedIn at 11%.

 

why the digital hype?

Online marketing offers benefits traditional media has not been able to provide. As a result, marketers who have made the move to digital are reaping the benefits of a more informed, agile and results-driven marketing strategy.

  • Unprecedented Audience Targeting

Digital marketing platforms offer detailed targeting of potential customers based on everything from their life-stage to their interests. Holding thumbs that a potential client drives past an advert is a thing of the past.

  • Immediate Campaign Launch

Digital does away with those dreaded lengthy prebooking processes, keeping content topical, ideal for crisis management. Real-time pausing of underperforming campaigns, allows for agile editing and optimisiation. No need to keep cringing at that expensive spelling mistake that made its way through to the front-cover magazine advert.

  • Insightful, Real Time Analytics

The results of a campaign are accessible in real time on digital platforms, allowing for informed decision making. And the data is detailed and customisable, right down to the headline that was most effective. No more thumb-sucking based on estimated AVE’s.

  • A/B Testing and Budget Allocation

And because analytics are available in real-time, and campaigns can be instantly started and paused, digital advertising provides the perfect playground for A/B testing, tweaking and budget re-allocation.

In light of shifting consumer behavior, and the unique benefits of online advertising, it is no wonder that marketers are moving more and more of their budgets to online.

Topaz Booysen

Topaz Booysen

Topaz takes care of marketing and communications at Popimedia. She manages our brand, digital channels, communications, product marketing and client retention. And “gets to work with the greatest marketing team on the planet”.

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At Popimedia we’re turning to the numbers to provide you with proudly South African insights and recommendations for smart digital marketing that is guaranteed to provide the upper hand this Black Friday, and beyond.

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