Don’t Forget Who You Are

Brandon Grosvenor wrote this on May 25, 2017 | 0 comments

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In The Digital Age, It’s Easy For Traditional Media To Lose Their Identity.

My last few blogs have focused on traditional media – print, out-of-home, television and radio – and the impact that digital is having on these channels. I’d like to finish this series with some thoughts on traditional media maintaining their identity in the age of digital.


Lost In Translation

We’re all aware of digital’s growth. How two thirds of the digital market are controlled by Facebook and Google, with its 200+ acquisitions, including YouTube. Other challengers like Amazon and Snapchat (primarily an advertising-based business) are coming on strong. We spend an inordinate amount of time following these trends. And yes, digital is critical to every media plan. But too often, what gets lost in translation is the strength of traditional pillars in the most successful campaign.

There’s a tendency these days for traditional media to sell advertising solutions through digital. You might, for example, be speaking with a media rep working for a local newspaper. And hear, “Hey, we can sell you on Google and also sell you on Facebook!” That’s fine, but in the process of promoting the newspaper’s digital presence, it’s losing its print-based identity.

The fact is, the digital behemoths are making profits off of the backs of traditional media companies whose margins are getting squeezed. These companies are, in reality, turning into resellers for the online giants. Isn’t it time for traditional media to focus on their core strengths instead? It’s one thing to augment your offering through digital, another to lose your identity in the process.


No Point of Difference

The final point I’d like to make is that some of the world’s most successful online companies own no tangible assets. Uber, the world’s largest taxi company, owns no vehicles. Alibaba, the most valuable retailer, has no inventory. Airbnb, the world’s largest accommodation provider, owns no real estate.

Because of the massive ground swell of consumers using these media, traditional media are starting to abandoned their value equation and become resellers. After a while, there’s no point of difference. Everyone’s selling the same thing. Businesses are becoming completely commoditized. What’s the benefit of going in this direction, and where do you draw the line?
It really comes down to remembering who you are.


Talk To Us

The most successful campaigns don’t abandon traditional media for digital. They don’t throw the baby out with the bath water. At Brand Grow Media, we work with some of the largest media companies in North America. They consult with us to create the right balance between traditional and digital in their marketing strategy. We help them leverage the right media at the right points in the “consumer decision journey.”

If you’re a media company struggling to find the optimum mix for maintaining a strong and consistent brand identity, give us a call.

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