topics in technology and marketing the difference between traditional and digital content
TRANSCRIPT
Topics in
Technology and Marketing
The Difference Between Traditional and Digital Content
Advertiser versus Consumer
● http://www.youtube.com/watch?v=heSudg-tfIk
Traditional Content
● 2 dimensional● Across page
● Down page
● 2 Decisions● What to put in?
● What to leave out?
● Costly to:● Create
● Change
● Distribute
◦ Significant Disadvantages
● Written for one audience.● Must write for assumed audience knowledge, then hope
for best.
– Beginners may get lost.
– Experts may get bored.
● Static content, single media.
● Static personalization.
● Slow to produce and deliver.● Hours to weeks
● Inconvenient to store, distribute, or share.
◦ Significant Disadvantages
● Response requires crossing media boundaries.● Direct mail to telephone.
● TV to website.
● Difficult/impossible to track/test CTAs or offers.
● 1 CTA or offer per piece.
A Few Advantages
● Multi-sensory● Sight
● Sound
● Touch
● Smell
● Simple trajectory● Across, then down
● Accessible offline
● Easy to annotate
Digital Content
● 3 dimensional● Across page
● Down page
● Through page
● 3 Decisions● What to put in?
● What to leave out?
● What to link to?
● Inexpensive to:● Create
● Change
● Distribute
◦ Significant Advantages
● Written for multiple audiences.● Use hyperlinks to explain basic concepts or provide
advanced information.
● Dynamic content, multiple media.
● Dynamic personalization.
● Quick to produce and deliver.● Seconds to minutes
● Convenient to store, distribute, or share.
◦ Significant Advantages
● Response does not require crossing media boundaries.
● Digital to digital.
● Easy to track/test CTAs or offers.● Multiple CTAs or offers per piece.
● Real-time results.
A Few Disadvantages
● Multi-sensory● Sight
● Sound
● Complex trajectory
● Inaccessible offline
● Difficult to annotate
Questions?