Ambidextr Media

The use of traditional media in marketing is an offline strategy to promote brand awareness including print advertisements, billboards, and television commercials. Traditional media has long been the bedrock of Philippine marketing, but its enduring impact is being called into question in the face of modernization.

This is a consequence of newer businesses being increasingly reliant on their digital presence, adding to the fact that older ones are gradually adjusting to digital marketing. One thing is certain: despite our transition to the digital era, traditional media continues to provide a foundational influence on how we advertise products and spread brand recognition. 

Below we discuss why this is still the case.

Traditional vs. digital media

We can’t deny the fact that digital strategies have outperformed traditional ones in certain aspects. This is why there are currently debates about whether to forgo old marketing practices in favor of more contemporary ones.

• Cost: In making digital ads, less staff and budget are needed because there are no production costs in filming commercials or printing physical collateral. Sometimes, all you need is your laptop and Canva. 

• Adaptability: Digital ads are more adaptable to current trends and don’t go through content regulations the way traditional ads do. Because of that, there’s more avenue for creativity that can attract more reach.

• Transparency: One thing that traditional media can’t instantly offer is transparency. A brand’s social media and digital stores gives more space for additional product information, which helps consumers in deciding whether or not to purchase their products.

• Measurement: Measuring the marketing performance of ads is also easier in the digital space because data is easily available there. Thus, it provides more opportunities for brands to learn more about consumer interest and which strategy works best for their products. 

Traditional media and storytelling in PH context

On the other hand, traditional marketing is something we’re familiar with in the Philippines. The question is, what makes it special? From TV commercials to billboards, there’s always a story to tell in these advertisements that captures the interest of Filipinos. 

Consider the Jollibee commercials we loved, the newspaper ads our grandparents came across during breakfast, and the posters we saw along the waiting sheds while waiting for a PUV. There’s something cultural about how we market products before digital marketing dominated the scene. It attracts the masses because within the concepts of these promotional materials, we see a bit of our identities as Filipinos.

The advantages of traditional media

Aside from its cultural impact, there are other advantages of using traditional marketing that can help boost your brand.

• Credibility: If your products are seen in established TV networks, newspapers, and other publications like magazines, consumers will instantly see them as trustworthy because it implies a large company budget and the network or publication’s confidence in your brand.

• Accessibility: Compared to digital ads that rely on algorithms, traditional ads can be seen everywhere. By simply being on the road, consumers instantly have access to numerous ads from flyers to billboards. 

• Impact: Traditional marketing leaves a longer impact on audiences through impressive commercial storylines or creative billboard copies, among others. Unlike in digital marketing where you have to create different posts everyday, there’s a struggle to make it memorable or viral among your target reach. 

• Repetition: Digital ads can be gone as soon as you scroll your way through new contents. With print ads available everywhere, and commercials being shown repeatedly, consumers are constantly exposed to your products, which may entice them to test them out.

Maximize the benefits of both traditional and digital media

Essentially, this isn’t an either-or situation. Why choose between the two when you can have them both? Both methods can provide you advantages and it’s up to you how you can make the most out of it. By studying your audience and your numbers, you can determine which combination of strategies can give you the most reach.

Blog by Maria Bernadette Torda