Tag Archives: traditional media

Traditional media – less relevant, yet far from irrelevant

Imagine a street musicians that you pass by every single day on your way to work. One day the street musician is approached by the editor of a niche music magazine. Next, he has a feature in that very magazine. While the feature targets a relatively limited readership and does not directly result in increased record sales a blogger reports the story. The story is further re-blogged. And then again. Social networks increase awareness and generate buzz. A media reportage by a local news media follows. The amount of awareness and buzz has increased to such a degree that a review on the musician is written by a journalist in a major newspaper. Ultimately, the interaction between social and traditional media amplifies the impact of a small feature in a niche magazine to a degree which does affect record sales.

What the above demonstrates is the symbiotic relationship between old and new media.

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Changing Media Landscapes: When audiences are no longer just that

In November 2010 a hiker going to Rome was greeted by her airline company and then given a watch to track her distance and walking speed. The gift was part of KLM surprises, a social media campaign which greeted customers by name and provided them with personalised gifts. The campaign, which hit 1,000,000 impressions on Twitter was organised by KLM, one of the world’s largest airlines, which was not even confident that social media can work for them before that.

Social media is changing the media landscape. While before frequency and gross rating points were used to build a brand’s image and traditional media marketing was confined to a one to many interactions,  now social media is fast becoming a one to one conversation in which the consumer has the final word.

Continue reading Changing Media Landscapes: When audiences are no longer just that