#TheFutureOfTraditionalMedia

If you’ve watched any TV show on a major network in the past few years, you’ve probably noticed a little icon in the corner of your screen prompting some sort of social media engagement. Marketing agencies paying attention to consumer behavior know that traditional media is evolving, and marketing strategies need to evolve alongside it. So what’s trending?

Hashtags On TV

Network and cable television is one form of traditional media that could be nearing extinction. With streaming companies like Hulu and Netflix, consumers are viewing media in non-traditional ways, which calls for non-traditional marketing strategies. 

In an interview with AdAge, Niel Hunt, CPO for Netflix, argues that “the stories you watch today are not your parents’ TV, and stories kids watch in 2025 will blow your mind.” The future of TV will most likely involve specialized niche channels and cable a la carte. 

In order to keep viewers engaged and interacting with specific shows, networks and marketing agencies have turned to the almighty hashtag. AdWeek polled media executives and found that crating simple, memorable hashtags that coincide with what viewers are already talking about online helps create stronger loyalty to a show. 

Online Newspapers

As reported in the State of the News Media 2015 address, the steady decline of ad revenue for printed newspapers is ongoing with a one percent decrease from 2013 to 2014. Although circulation experienced an unusual spike in 2012, paper sales can’t compete with their online counterparts. 

On the other hand, digital ad revenue for newspapers is on the rise, but not enough to make up for losses. As stated, for every $1 made digitally, the newspaper industry experiences a $15 loss in paper. To make up for the demand for digital content, traditional newspapers have transformed the online user experience. 

Articles are now packed with informative links, photos and video recaps. Newspapers and marketing agencies aim to create quality, shareable content to increase readership online.

For the rest of the traditional media world, social engagement has become a priority in marketing, and overall, consumer behavior will continue to shape the industry.

Emily Culp writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter