What is media?
In simple words media is a short form of medium — A medium used to communicate with a wide audience. Let’s jump to the different types of media in the modern world. We will discuss each of them, their advantages and disadvantages also how your business can leverage the power of different media to promote their business to a different level.
Advertising Media
Advertising is a way of marketing communication to its potential audience that focuses on the sponsored, non-personal messages to sell a product, service or idea.
Here advertisers need to pay a specific amount to show its content on the platform. This amount is dependent upon the type of medium used, potential audience size, and target audience.
Advertising covers newspapers, magazines, televisions, radio, outdoor advertising, email, search (SEM), Social media, blogs, and websites.
Advertisements are generally launched so that people get a brand awareness about a product or service and in the case of digital marketing they could be directed to an online place where they can submit their interest, buy a product or service.
Advantages of using advertising media
Increase in sales — Advertising helps create a strong brand image and in turn, the audience generates a good interest in the following product or service. Also, repetition of ads generally results in repetition buying and in turn they become loyal customers
Decreased costs — As a result of increased sales of the product or service the economies of scale results in decreased manufacturing/development costs
Leveled Demand — Demand could be at a level because of constant advertising the flow of cash and products could be controlled by controlling the amount of advertising
Trust in the customer’s mind — By repetitive advertisements, the mental picture of that brand becomes strong in the mind of the customer. Customers now trust the
Disadvantages of using advertising media
Deferred revenue expenditure
As advertising may not bring instant results and large amount of budget needs to be invested in advertising instead that amount could be used in making the ultimate product better.
Misinterpretation
If the ads are not made carefully made or hurt human sentiments in any way it could result in some serious business problems
Broadcast Media
Broadcast media covers all distribution of audio or video content to a dispersed audience via an electronic mass communication medium
Some of the popular methods of broadcast media are
Radio broadcasting — Broadcasting your ideas, product or services over radio channels such as radio Mirchi and many more radio channels
Television broadcasting
Webcast — Broadcasting over internet radio, live streams, or internet televisions
Advantages
Massive audience reach — As we know that most people use television as a form of information and entertainment purpose so basically it reaches a large audience
High trust factor — Broadcast media actually hosts high-quality content and along with advertising products build a massive trust when compared to other forms of media.
High accessibility-Increment of internet tv services and ott platforms has given rise to internet media advertising and increased the audience size in the same
Disadvantages
Expensive — Takes a lot of money to get a prime time spot on a popular show
No specific analytics — Broadcast media is meant for massive reach and not targeted reach as digital media is proficient in. Also, digital media tends to be more affordable
Digital Media
Electronic media that could be created, viewers, distributed and modified on a digital electronic device such as mobile phone, Personal computer or laptops
Why digital media adoptions has increased exponentially
Due to recent pandemic digital media adoption, user growth and average time on social media has increased to a great level.
Advantages of digital media
Reach target people easily, a better algorithm to target specific people developed by Facebook and google
Increases social interaction
More engagement and can be run from anywhere anytime
Disadvantages of digital media
Could be time-consuming to develop content, advertisements doing audience research
Need lots of interaction with the audience
Interactive Media
Media where ads are generally displayed on computer-based systems which respond to user’s actions by presenting content such as text, moving image, animation, video, audio, or games
Advantages
Intuitive
Most interesting and engaging to use interactive media and interactive media ads
Better conversion rate
As people are interacting with ads they are more inclined towards trying out their product or service
Disadvantage
Intrusive
Some people may find interactive media annoying
News Media
News media is a form of mass media with the sole purpose of delivering news to the general public and target audience.
Advantages
Keeps us connected
News is meant to give all required information regarding day to day happenings in the world
The target audience is defined
Unlike entertainment target audience is mainly 25–60+ age group. Also ads could be run by keeping the type of news that is being shown
Disadvantages
If a news channel is giving false news or news is not good it may impact directly on advertisers as well as the audience may fall drastically
Could be expensive
If going for newspaper or television media the prime spot may cost really high
Print Media
Media that is communicated through paper or canvas. Includes flyers, newspapers, pamphlets, and magazines
Advantages
Mass attention
When advertiser need to reach a large audience then print media is the best choice
Targeted
If for example advertiser need to advertise a fitness product it can advertise in a fitness magazine
Holds the reader’s attention
Displays much more vibrant colours and have more focused attention when reading a newspaper or magazine. Also gives a much better experience in some cases if a reader likes flipping pages, making a collage, etc
Disadvantages
Not for global audience
Print media is best when you are targeting a specific state or the same country at max (High cost) then only it could be viable
Requires a lot of planning
Need to plan ads, colours, typography and which page will be displayed on what will be displayed prior and after that. Many other factors need to take into account
Outdoor Media
Outdoor media generally include large billboards, posters, transit vehicle advertising and more
Advantages
Immediate impact
A brand with large hoarding would make an everlasting impression on a person’s mind and that brand will always be in his mind. Attractive hoardings tend to make the very good brand image in people mind
Encourages impulse buying
When a person for eg. saw a poster of a particular product and then he saw the product in a shop after a week his brain will reciprocate and aim to buy that product over its competitors
Disadvantages
Not targeted
It is displayed to all people no targeting is there
Difficult to remember contact info
If you have mentioned your phone number very few people will give their effort to save that number
Could be expensive
if using prime locations or big hoarding it could cost very high. Posters and flyers are cheaper alternatives
Social Media
Social media are interactive platforms where users share ideas and information with each other. They share expressions and messages among their friends, families, and businesses
Advantages of social media
Highly targeted
Social media posting and advertising could be targeted with pinpoint accuracy. Facebook, Snapchat, Twitter and many more have developed great algorithms to target people based on their behavior, interests, and demographics
Low cost
Cost of acquisition is fairly low when compared to other media
High engagement
people tend to like and comment on viral posts or advert. Also, user is just a click away to purchase the product directly from its phone
Insightful
Gives the advertisers important data about user’s behavior so that they can alter their product or target ads according to that
Disadvantages
Negative feedback
A negative comment can tarnish the brand image
Time-consuming
Could take a lot of time to target audience and test different ad assets
