Has Digital Media Taken Over TV & Radio?

Recently, effective marketing strategies are those that focus more on consumer engagement, rather than awareness. And this could be the reason why there is a huge speculation about whether TV and radio have been overtaken by the digital space.
An article in the Harvard Business Review titled: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places. Sparked more conversation amongst communicators about the value and effectiveness of different mediums qnd channels of communication.
In South Africa, a significant shift in the way brands communicate as started as more corporates begin to see value in engaging with consumers on the digital space. However, there are still questions that are raised in the corporate boardrooms regarding the effectiveness and justification of large spendings on marketing campaigns.
Fact of the matter is that, most of these channels of communication are integrated and often inter-dependant on each other to ensure effectiveness. Once more, the word integration is key in all brand communication activities. It is true that consumers would like to engage more with brands more now than ever before, however, there is still value in outdoor advertising, and TV adverts. The reasons are that, each medium of communication serves a different purpose, the purpose of running a radio, TV, outdoor and digital campaign are all for different reasons and the results will also vary in value.
So, we may conclude that the digital space has brought a new and different dynamic to the brand communications arena, but, there is still a need for the other mediums of communication. When it comes to the question of: Which medium adds more value and is cost effective? Most people may argue that the digital space adds more value and is cheaper, however, this is all dependant the purpose of the campaign, and the expected results.