The Post-Digital Era of Communications: The Synthesis of Traditional Media and Digital Channels in Global Marketing Campaigns
Abstract:
The article explores the phenomenon of the post-digital era in marketing communications, characterized by the integration of traditional and digital channels into unified strategies. The aim of the work is to analyze effective models of media hybridization and to develop practical recommendations for building global campaigns. The study addresses the tasks of defining the role of traditional media in the digital landscape, assessing the synergistic effect of channel integration, and systematizing approaches to measuring complex impact. Based on the analysis of international cases and academic research, it is demonstrated that the strategic combination of diverse platforms produces higher engagement and memorability indicators compared to the isolated use of channels. The results of the study have practical value for developers of communication strategies of international companies.
The modern stage of marketing communications development is characterized by a transition to a post-digital paradigm, where digital technologies cease to be an isolated sphere and become an organic part of the complex media space. The discussions about the opposition of traditional and digital channels are being replaced by the understanding of the necessity of their strategic integration. The relevance of the topic is conditioned by the growing fragmentation of media consumption and the need to achieve maximum reach while maintaining depth of impact in global marketing campaigns. The purpose of this article is to identify the principles of effective synthesis of media channels and to define metrics for assessing the success of hybrid communication strategies.
Theoretical Prerequisites for the Formation of Hybrid Strategies in Media
The concept of the post-digital era is based on overcoming the binary perception of media channels. Research in this field demonstrates that the modern audience naturally moves between physical and digital spaces, forming a unified communication environment [1]. The theoretical foundation for channel integration is the model of the multiplicative effect, where the combined impact exceeds the sum of individual impacts.
The theory of complex communications emphasizes that various channels perform complementary functions within the framework of user experience. Traditional media, such as television and outdoor advertising, provide mass reach and the formation of basic awareness. Digital channels make it possible to carry out targeted interaction and direct conversion. The effectiveness of the hybrid approach is confirmed by neuromarketing studies indicating increased brain activity during multichannel perception of brand messages [2].
Practical Models of Media Channel Integration
In practice, the integration of traditional and digital media is implemented through several dominant models.
The digital amplification model implies the use of traditional channels to launch a campaign, followed by support and development through digital platforms. A television commercial directs viewers to special landing pages, and outdoor advertising is integrated with augmented reality technologies via QR codes.
The cross-media narrative model is built on creating a unified story whose elements are distributed across various channels. Familiarity with the brand begins through digital content, emotional engagement occurs through television advertising, and practical information is provided through interactive digital platforms. Such distribution ensures a consistent immersion of the consumer into the brand universe.
The third model focuses on using traditional media for targeting based on psychographic characteristics, while digital channels are used for behavioral targeting. This makes it possible to achieve a balance between broad reach and communication relevance.
Empirical Basis and International Cases
The analysis of global campaigns confirms the effectiveness of the integrated approach. A study of advertising campaign effectiveness in the automotive industry showed that combining television advertising with digital video campaigns increases brand recall by 35% compared to using only digital channels [3]. At the same time, the integration of outdoor advertising with mobile targeting within the radius of the ad’s location increases the likelihood of store visits by 28%.
An international consumer goods brand campaign that utilized a synthesis of television and social media demonstrates the mechanism of synergy. Television advertising generated mass reach and brand awareness, while social media transformed passive viewers into active participants through user-generated content and interactive mechanics. As a result, engagement increased by 45%, and sales grew by 18% over the course of the campaign.
Data from media agency studies indicate a reallocation of advertising budgets toward balanced models. According to the PwC Global Entertainment & Media Outlook report, companies are increasing investments in hybrid strategies, with 60–70% of the budget allocated to digital channels and 30–40% to traditional ones, in order to create a synergistic effect [4].
Optimization of Budget Allocation in Hybrid Campaigns
Strategic budget planning represents a distinct aspect of managing hybrid campaigns. Modern approaches imply the abandonment of rigid budget allocation to specific channels in favor of dynamic resource distribution based on constantly updated efficiency data. Research in the field of media planning shows that machine learning algorithms processing conversion information in real time allow an increase of ROI in hybrid campaigns by 20–25% compared to static budgeting models. Optimization requires the creation of a unified system for tracking the consumer journey across all channels, where each contact is evaluated according to a unified set of metrics. This approach makes it possible to identify the most effective combinations of channels for different audience segments and product types, providing personalization at the level of individual consumer groups.
Analytical Synthesis and Efficiency Metrics
The generalization of hybridization practices makes it possible to distinguish a system of interrelated principles.
The principle of cross-channel identity requires maintaining a unified visual and semantic code across all channels.
The principle of complementarity implies that each channel is used according to its unique advantages without duplication of functions.
The principle of measurability requires the development of a unified system of metrics for assessing complex impact.
To measure the effectiveness of hybrid campaigns, a comprehensive set of indicators is applied, including total reach, contact frequency, synergy index, and cross-channel conversion. Modern media measurement platforms, such as cross-media models, make it possible to assess the contribution of each channel to final business results. Optimization models based on machine learning provide the possibility of dynamic budget reallocation among channels during the campaign [5].
The conducted analysis allows us to state the formation of a new paradigm in marketing communications, where the strategic integration of traditional and digital channels becomes the standard for global promotion campaigns. The post-digital era is characterized not by the replacement of one type of media by another, but by their organic synthesis within a unified communication ecosystem.
The effectiveness of hybrid strategies is determined by their ability to create a synergistic effect, in which the combined impact of channels surpasses their isolated application. The proposed principles and metrics form the basis for developing balanced strategies adapted to the specifics of different markets and industries.
References
1) Jenkins, H., Ford, S., Green, J. Spreadable Media: Creating Value and Meaning in a Networked Culture. – New York: New York University Press, 2018. – 351 p.
2) Renvoisé, P., Morin, C. The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime. – Hoboken: John Wiley & Sons, 2020. – 288 p.
3) De Haan, E., Wiesel, T., Pauwels, K. The Effectiveness of Different Forms of Online Advertising for Purchase Conversion in a Multiple-Channel Attribution Framework // International Journal of Research in Marketing. – 2019. – Vol. 33, № 3. – P. 491-507.
4) PwC Global Entertainment & Media Outlook 2023-2027 // PricewaterhouseCoopers International Limited, 2023. – 89 p.
5) Kannan, P. K., Reinartz, W. Digital Marketing: A Framework, Review and Research Agenda // International Journal of Research in Marketing. – 2022. – Vol. 39, № 2. – P. 287-299.
