As ‘digital natives’, we gen zs navigate the world with a seamless integration of technology, social media, and personalised content. Yet, amidst this digital wave, traditional media still holds a place in our hearts. Whilst exposure to brands throughout my life has been primarily in the digital space, I still prefer to take notes by hand, create art with paint and canvas, and refuse to surrender to marketing tactics that try to convince me into reading e-books.
Brands face a significant challenge in bridging the gap between traditional and digital media targeted to gen z, especially in the face of fast-rising technologies like Artificial Intelligence (AI). But instead of shying away from the latest technology or prioritising one media form over the other, there is another option: embracing the strengths of both forms in the way they use AI.
Traditional media, with its long history of print publications, radio, and television, has long been a reliable and trusted source of information. Even in the era of digital dominance, many still cherish the tactile experience of flipping through a newspaper or tuning in to their favourite show. The key lies in recognising and appreciating the inherent value of tradition.
Rather than side-lining traditional media, AI gives brands the chance to enhance their offerings and remain relevant. By preserving the essence of tradition and blending it with new technologies, marketers can tap into the sentiments of nostalgia and familiarity, creating a unique and memorable experience for their audience.
