In an era called 'New Age', brands' marketing and advertising strategies are executed on two different media types. These are; traditional media and digital media. While traditional media means the platforms like newspapers, magazines, television; digital media includes the channels such as social networks like Twitter Facebook, LinkedIn, Instagram, forum sites, web sites and blogs. Recently, the marketing and advertising issues that are generally seen in traditional media's nature, are shifting to social media. Although traditional and social media have a lot in common and progressing in a same way, they differentiate in many points.
The most important point of this seperation is, communication. While social media can interact with it's target audience, communication in traditional media is unilateral. Traditional media broadcasts the brand's advertisement on channels like television and magazines but it's almost impossible for users to contact the brand. On the other hand, in social media the brand shares ads-purposed posts on it's social accounts. Thus, on these channels the users can easily contact the brand with their comments and get a feedback from the brand. At that point, we can observe that the brands are also transmitting their questions and comments from traditional channels to social media.
In social media, the brand can set a target audience. In traditional media, brand's ads appeal to all of the tv audience and magazine readers, except the actual target audience. While the point is a large community in traditional media, in social media, after deciding on the target audience, running the ads and marketing activites only on this audience is more beneficial as a feedback for the brand.
In traditional media, only the brands which are full-scaled and have a brand awareness are published. However; in social media small and medium-sized enterprises can also increase their brand's awareness by having an acount on each social network. Also, they are running their marketing and advertising facilities with a lower budget than in traditional media.
In social media, with the sharing feature and active users, the spreading pace is faster. While traditional media has a power of creating perception on a large community, social media is known as it's spreading pace on the perception it creates on large communities. Traditional media's leaving it's place to social media plays an important role in that case.
The facilities done in traditional media are only for once, but in social media they can be instantly updated. A chance of interfering in any case nearly doesn't exist in traditional media and because of this, in a situation like a crisis about the brand, social media is more advantageous but it is also a risky platform, if not intervened in a right way.
Because of all the points about marketing and advertising that traditional and social media differentiates, social media becomes more advantageous nowadays. Besides, it can easily be said that social media will increase it's impact by expanding it's user community in a near future. That's why all medium and small-sized enterprises are taking places in social media and shifting their whole work from traditional to social media.