Digital Distribution: Friend or Foe?
Much has been said about the proliferation of digital distribution of information. Some have called the trend “the beginning of the end” for CD/DVD media as we know it. While the relationship between digital distribution and the more traditional method of content distribution via optical media may appear adversarial in nature, a closer look reveals a symbiotic relationship between the two methods.
Liken the distribution debate to that of the commercial printing industry during the advent of CDs. Many printers viewed optical media as a threat. As time and technology evolved, printers began offering CDs as an additional product offering, revenue source and extension—not as a replacement—of their core business. Optical media provided a complementary content delivery vehicle for clients’ message in conjunction with the printed piece.
Not unlike the example above, the accessibility of the Internet turned the traditional model of journalism upside-down. Circulation departments cringed as consumers began demanding online, real-time content. The industry turned the corner when they married traditional methods of distribution with new technology to offer more robust and engaging content.
Such is the case with digital distribution and CDs and DVDs. Rather than pitting the two delivery methods against each other, they can play complementary roles. For example, content can be delivered to a prospect or customer via CD or DVD with links to additional or exclusive content on a web site. Linking content also allows marketers to effectively drive web traffic and track return on the investment (ROI).
There will always be those who prefer a physical, tangible product, and those who will seek content at the click of a mouse. The goal is to engage both camps in your communication and distribution strategy. Contact your representative for insight on how to effectively combine traditional and forward-thinking distribution methods.