Can new media replace traditional advertising?
When I conduct workshops on new media, someone almost always asks if new media can replace their existing advertising. My answer: new media is extremely cost-effective but in most cases should not be used as a stand-alone tactic. However, when used in conjuntion with public relations and paid advertising, new media can really stretch your marketing dollars. Use blogs, social networking and other new media tactics to drive people to your Web site. Then, make sure that when they arrive at your site, it will provide them with the information they need to make an informed buying decision. New media has changed the paradigm of marketing; at this point it can’t replace every other marketing tactic, but it can definitely make them more effective.
