Balancing Traditional and Digital Media: An AHM Q&A

For brands that must navigate an ever-evolving media landscape, figuring out the right balance between traditional media channels and digital ones is an ongoing challenge.

We asked AHM Partner and Media Director Brent MacCluer and AHM’s Digital Marketing Specialist John Gaines to lift the lid on building strategic, effective media campaigns that connect with audiences and deliver real results.

How do you recommend a brand approach the balance between traditional and digital media? What factors influence this decision?

Brent: “If the business is in a highly niche vertical, digital is the way to go. But if you’re a broad-based retailer (think basics like food, clothes, shoes, furniture, etc.), the CPMs of traditional media are lower and more efficient.”

John: “Brands should evaluate their target audience, their goals and their budget when deciding how to balance traditional and digital media. Key factors to consider would be demographic preferences, the nature of the product or service and where the audience consumes content (think how Gen Z may prefer consuming content vs Gen X). A mixed-media approach to brand expression is often a great way to maximize reach and engagement.”

How do you approach targeting and personalization in your media campaigns to make sure they resonate with the right audience?

Brent: “This is where a balanced campaign with both traditional and digital can be tremendously powerful. Traditional media is the top of the funnel with huge reach, and then lower in the funnel you can target consumers digitally who are close to making a purchasing decision.”

John: “Effective targeting is crucial in any digital marketing effort and it starts with understanding audience segments through data analytics and research. Utilizing tools and insights like customer personas, behavioral data and audience preferences allows for personalized messaging that resonates with your target audience. Ensuring your ads are authentic to your audience encourages real results and helps your brand stand out from the herd.”

In a world where consumers are more empowered than ever, how do you build trust through media?

Brent: “There is a halo effect around an Oregon Duck football game on television, your favorite local radio DJ or the long-time, trusted news anchor. A brand that has a local presence with one of these audiences instantly becomes more trusted because of the association with a traditional media partner in the eyes of the consumer.”

John: “Trust through media is earned by maintaining transparency with your audience, delivering ethical and consistent messaging across all channels and engaging authentically with your audience. Leveraging user-generated content or testimonials can lend your brand credibility. It’s also incredibly important to respond to feedback and address any issues openly.”

What role does creativity play in your media campaigns?

Brent: “More than ever it’s critical to make sure the creative tells the consumer something they don’t know or makes them feel something.”

John: “The fun part about digital marketing is being able to showcase creative thinking and having the freedom to try something fresh and see results in real time. Creativity is crucial in differentiating a brand in a vastly crowded marketplace. Innovative ideas capture attention and make campaigns memorable, thought-provoking and eye-catching. It can also drive engagement and ‘shareability’ to enhance the overall impact and engagement of your campaigns.”

Collaborating across teams is common at AHM. How do you work with other specialists to create a seamless brand and media experience?

Brent: “It really does take a village, from writers who craft a message, producers and graphic designers to implement the vision and a mix of traditional and digital initiatives to make sure the right people are exposed to the message at the right time.”

John: “Effective collaboration involves open communication, respect for others’ expertise and insights and aligning goals across teams. We’re lucky to have such talented and team-first individuals here at AHM where everyone has a voice and is encouraged to use it. Regular brainstorming sessions, friendly banter (as silly as that sounds, these catch-ups really energize our team) and shared tools and insights can help ensure that everyone contributes to a cohesive brand and media experience. We all can learn from one another and that sort of collaboration helps build a very well-rounded brand and media experience.”

How do you balance tried-and-true methods with the need to experiment and test new approaches to media campaigns?

Brent: “We try new science experiments every day. The landscape is shifting so quickly that it’s critical to try new approaches so campaigns can be effective with enough reach and frequency.”

John: “A successful strategy involves using data to assess the effectiveness of traditional methods while being open to creative experimentation. Setting aside a portion of the budget for testing new approaches can help identify what resonates with the audience. You might not always win in these experiments but at least you tried something new and walk away with findings that can help you down the road.”

How do you measure media success? What are the key metrics you look at when evaluating campaign performance?

Brent: “There’s the scientific answer of measuring reach, frequency, CPMs and ultimately sales. But I believe the non-scientific answer is also critical: were consumers exposed to the message in a powerful fashion and did they take notice?”

John: “There are many factors I consider when measuring media success. Key metrics include reach, engagement, conversion rates and return on investment (ROI). Depending on the campaign, brand awareness, customer feedback and social media sentiment can also be important indicators of success. Each campaign has a unique KPI that you’ll need to monitor closely to ensure you’re meeting or exceeding your goals.”

What do you consider the most common mistake brands make when using media?

Brent: “Digital media is tremendously exciting and it allows companies to ultra, ultra-target an audience. A mistake I see some brands make is totally discounting traditional media. It’s really become unsexy in the eyes of many brands. Yet for companies that sell a broad-based product, the lower CPMs can stretch your marketing dollars much further compared to digital alone.”

John: “One frequent mistake is not fully understanding the target audience, which leads to irrelevant, inauthentic messaging. Additionally, failing to adapt to feedback and changing market conditions can hinder effectiveness. You cannot be complacent when using media. What worked yesterday might not work tomorrow so stay open-minded and up-to-date with trends in your particular market.”

As media continues to evolve, how do you stay ahead of trends and make sure your strategies stay relevant?

Brent: “I ask myself this every week! I think you have to be open to trying new ideas, learning about new products and be willing to fail. Take lots of meetings, ask lots of questions and develop partnerships where you can learn and evolve together.”

John: “Research. Research. Research. Regularly consuming industry reports, watching YouTube videos (there are so many amazing content creators in the marketing space), networking and attending conferences are all vital for staying updated on trends.”

What’s one underrated media tactic you believe more brands should be leveraging?

Brent: “Live sports on television have amazing reach and you can be 100% confident your message will be viewed by thousands of people at the same time. Nobody records the big game and skips commercials when they watch it later. Live sports are really the last remaining thing that ‘everyone’ watches in a world where consumers have dozens and dozens of choices when it comes to content.”

John: “One tactic that deserves more attention is leveraging community engagement, such as local partnerships or even grassroots campaigns. Now more than ever, it’s important to have an authentic presence in your audiences’ communities. These can foster deeper connections and loyalty among consumers.”

What new innovations in media are you most excited about? How do you see them having the potential to shape the future of branding and marketing?

Brent: “Attribution is a really interesting thing — thanks to everyone having a cell phone you literally know how many people enter your business. It’s still early and there needs to be some improvements, but I think this will be big in a few years. I’m also super fascinated by all the data companies have (credit card data, customer email addresses, cell phone data, loyalty clubs, etc.) and how organizations can start to pull this data together to make it actionable.”

John: “Innovations like artificial intelligence in data analytics, augmented reality for immersive experiences and voice-search optimization are particularly exciting. (We truly are living in a time that would feel like a sci-fi movie 20 years ago). They can revolutionize how brands interact with consumers and personalize experiences all in real time. AI is something that has shifted consumers’ consumption habits already and I’m eager to see what the next 20 years of media will look like.”

How do you see the role of media evolving in the next five years? What should businesses be preparing for now to stay competitive?

Brent: “I wish I had a crystal ball! We have to stay nimble, listen, learn and see what opportunities make the most sense for organizations trying to articulate an external message. We are in the process of transitioning to a world that’s 100% digital, but the in the final days of lineal (traditional) solutions, there are still great opportunities.”

John: “In the next five years, media will likely become even more integrated with AI technology that focuses on personalization and real-time engagement. Brands should prepare for increased use of AI and data-driven strategies to stay competitive. It’s just the reality of the times. Embrace AI or get left behind.”

What advice would you give to brands looking to improve their media strategy?

Brent: “I’d advise brands to consider their true target and how a balance of traditional and digital media can make the most sense from an efficiency and effectiveness perspective.”

John: “Brands should focus on understanding their audience deeply and use creative thinking when trying to connect with their audience. Embracing data analytics for decision-making is also crucial and helps you see that your efforts are going to good use. Revisiting and refining strategies based on feedback and performance metrics can lead to continuous improvement. All in all, staying ahead of the curve by staying laser-focused on industry trends is also a key factor in improving your overall media strategy. Like we say at AHM, complacency is death – keep going.”

Ready to elevate your media strategy? Check out some of AHM’s work, then let’s talk about creating a balanced, effective media approach that works best for your brand’s unique goals.