by Nicole Selley

Created on: June 04, 2009   Last Updated: August 20, 2009

Over the last few years we have seen a clear shift of marketing budgets. Funds are removed from traditionally media and activities and are being allocated to online media channels. For most businesses a combination of both online and offline media will be the most suitable approach, but when choosing between either of them, it is important to understand your objectives and what either channel can offer you.

Let's start with defnitions: Online media comprises "new" channels such as banner advertising, PPC (Pay per click), search engine optimization (SEO), social media marketing, viral marketing, email marketing and so on. The list is quite long, but it generally includes all promotional tools and media channels using the internet in some way or form. This is often referred to as below-the-line - a historical terms used for activities not requiring negotiations through advertising agencies.

Traditional media in comparison refer to promotional tools and media channels used outside the web such as newspaper, radio, TV, magazine advertising, posters or billboards and even advertising on buses and in tubes. They are often referred to as above-the-line-again, a historical term used for activities that involved advertising agencies and their negotiating powers.

But what are the differences between both channels? Let's look at the key factors that will influence which one is right for your business and your campaign:

Target Audience:

You will be able to reach a large number of prospects with either channel. But are they the right people? If your target audience is very broad, newspaper or online advertising might be the right way forward. If your target audience is very specific, you can utilize both media and select specific publications.

But what if your target audience tends to be technically adverse? Online media might not be the right channel, if 80% of your prospects don't use the internet on a regular basis. And if your target audience spends a large proportion of their time on the web, there are less likely to see your advert in the local newspaper.

You also have to consider how far you need to reach with your promotional activities. The internet enables you to promote worldwide, whilst traditional marketing is often limited to one country.

Cost:

Traditional media exposure can be purchased at quite good prices, especially if purchased in larger volumes. However, online media is usually cheaper in particular as it can be better targeted.

However, cost isn't the only thing you should look at. What really counts in financial terms is your return on investment. A cheap promotion that doesn't achieve its objectives is money down the drain. If you have to spend more, to make more money, it is worthwhile to reduce your number of promotions but to spend the required money for them.

Interactivity:

Traditional media tends to communicate with customers and prospects in a one-way manner. You tell them what you want to say or what you believe they want to listen.

Online media in comparison allows you to interact with your customers. They can talk to you, you can observe their actions (e.g. if they clicked on your advert or not), you will be able to obtain feedback. And if you believe that your target audience is interested to do this, it is a great way for you to build a relationship.

Which channel is right for you - online media or traditional media - really depends on your target audience and what you want to achieve. You might want to choose either of them (above or below the line marketing), or alternatively through-the-line, i.e. a mixture of both.

Learn more about this author, Nicole Selley.
Click here to send this author comments or questions.