Legacy Media and Digital Media

Question: Discuss about the Legacy Media and Digital Media. Answer: Relationship between legacy and digital media Current media market in the field of competitive business market put emphasis on the external references more than that of the internal references. The legendary media is known as the traditional media or the legacy media. There is a relationship between legacy media and digital media as the emergence of digital media is originated from the legacy media. However, there are both similarities and dissimilarities. The essay focuses on the points of distinction of the both legacy media and digital media (Hobbs and Jensen 2013). It can be pointed that the nature of the audiences of both types of media is quite different from one another. The points of distinction are in terms of brand loyalty, income, news consumption profiles, socio-demographic background, etc (Hansen 2012). Key characteristics of distinction between digital media from legacy media The point of differences of the legacy media and digital media will be explained in the essay in a detailed manner with references in real life companies. Considering Customer relations, in terms of legacy media, customer relations are not maintained at all. In this segment, actions are mandatory in order to answer the query of the target customers. On the other hand, in case of digital media, the strategies that are commenced by the companies are more of customized rather than generalized (Lewis and Westlund 2015). It can be said that, the digital world has set a new standards for every followers of the page. Scalability In terms of scalability, the scalability of the legacy media is very marginal and structurally limited. They are rarely scalable and are barely sustainable in nature. On the contrary, the digital media are scalable in nature that is the main reason of attracting more customers towards the company. Digital media are considered as the measure of success while formulating individual strategies (Westlund 2013). Agility Considering agility, the agility of the legacy media of a company is almost nil. It is the consequence of the adverse business environment and ossified structures. The digital media comparing to the legacy media are agile in nature. The content of the digital media like the social media platforms are flexible in nature. Content can be changed in a regular basis so as to meet the goals of the digital media team of an enterprise (Kim and Ko 2012). Flexibility is present so the rate of attracting customers and conversion of followers into potential customers is more. Approach of timing In terms of approach of timing, in legacy media, the approach is mostly short time in nature. The aim of legacy media is to earn money as early as possible by covering the detriments of growth. In this situation, the digital media takes long term approach in order to accomplish the goals of attracting more customers (Belk 2013). It is the responsibility of the digital managers for conversion of followers into potential customers. Hence, it takes time. Resource allocation In terms of resource allocation, legacy media is characterized by shortsightedness of the resource allocation. Resource allocation is done on the beginning of the creation of the different traditional media for the company. Planning is usually made before implementation of the traditional or legacy media in the different locations. In terms of digital media, resource allocation is done in order to reach success to the target of increasing followers (Maciel and Pereira 2013). Mobile friendliness of the different media In case of mobile friendliness of the different media, nowadays, the legacy media are also going digital so that they can reach to the target customers. The distribution channels of the legacy media and digital media are different from one another. Nowadays, it can be seen that the different traditional media such as print media, radio broadcast, and television channels have their applications available in the Google Playstore and windows that can be accessed by the users of the mobile phones. Hence, they are getting mobile friendly in this category of the digital media implementation (Lewis and Westlund 2015). However, if we consider the mobile friendliness of the social media channels then they are different from the strategies adopted by legacy media. Revenue generation In the circumstances of revenue generation, both the media channels are the areas in terms of revenue collection. These two forms of media are of different nature and are responsible for earning revenue for the company. The companies that are going global invest huge both in terms of traditional or legacy media and in terms of digital media (Gershon 2013). However, the results of revenue generation are differs from one company to another company. Hence, it can be said that both are valuable in certain circumstances. Efficiency In terms of efficiency, both legacy media have different sets of reach and digital media have different sets of reach. The target customers of both forms of media are different. It is already mentioned earlier that the nature of the target customers are different (Donohue 2014). However, there are many surveys that has conducted by many renowned market research companies have pointed out that most of the companies have voted the digital media as more efficient form in terms of conversion of target consumers into potential customers of the particular company (Hansen 2012). Community Building In the field of community building, it is the trend that is followed by majority of the business entity worldwide. The trend incorporates different strategies using in both legacy media and digital media. The legacy media incorporates journalism in order to build community related to the company. The persons involved in it are distributed content editor, audience development manager and growth editor (Dahlgren 2013). Long-term loyalty is the main target of the global companies as well as the domestic companies of the various companies. Digital media on the other hand is considered as the most effective form of community building as it deals with the followers. New possibilities of digital media In terms of daily life, people are related to both legacy media and digital media. It is pointed out that the young generations are more addicted to social media channels along with following the latest trends. On the other hand, people of older generation are more addicted with the legacy media compared to digital media. However, the success of business depends on much complex nature of the media. For instance, new media entities are focusing on the various types of platform specific metrics. The metrics belong to different social media platforms, and content of the media channels. Hence, both have a similar degree of effect in the modern business world. References Belk, R.W., 2013. Extended self in a digital world.Journal of Consumer Research,40(3), pp.477-500. Dahlgren, P., 2013.Young citizens and new media: Learning for democratic participation. Routledge. Donohue, C. ed., 2014.Technology and digital media in the early years: Tools for teaching and learning. Routledge. Gershon, R.A., 2013. Digital media innovation and the Apple iPad: Three perspectives on the future of computer tablets and news delivery.Journal of Media Business Studies,10(1), pp.41-61. 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