The most notable difference, in my opinion, between traditional offline marketing and contemporary digital marketing is the role of the consumer. The traditional method was a barrage of paid advertisements that interrupted our favorite programs and filled the pages of our newspapers and magazines. Ad campaigns were limited by time slots and page layouts, and the consumers’ role was to sit back and watch it all happen. Well, that was then and this is now. Contemporary digital marketing has opened up a whole new world to consumers and marketers alike. Having the ability to simply pop up a web browser and search for anything under the sun has given consumers new power in the marketing world. Gone are the days when people choose their purchases based on a celebrity’s recommendation. Now we can use the power of modern technology to ask other consumers, people just like us, for their opinion. This brings me to another good point. That is, advertising via social networks such as Facebook and MySpace. Word of mouth has always been a powerful aspect of any brand’s success or failure. With ‘Like’ and ‘Share’ buttons popping up all over the internet it is easier than ever for people to share their opinions of a product.
Traditional marketing tactics such as television and print ads still hold a valid place in any marketing campaign. However, in order to reach as many people as possible in the most effective way marketers cannot afford to overlook new media marketing. The History Channel does a superb job of tackling both the television and the digital front. While watching the History Channel, voiceovers periodically remind viewers that they can visit the History Channel anytime online to catch up on past episodes, find more information, and interact in a variety of other ways as well. Upon visiting the web site, people can watch full episodes which have already aired, purchase programs on DVD, and check the channel’s program line up to see what is airing on television. This kind of media marketing mix is the perfect way to keep us History Channel buffs right where they want us, on the History Channel!