In today’s world of technology, social media and digital marketing are having a considerable impact on how we act socially; act as consumers, and the way we do business. But the discussion regarding the efficiency of digital marketing and traditional marketing continues.
So, What exactly is Traditional Marketing?
Traditional marketing is when people find your business through recommendation or network and start acquiring your product or service. Anything except digital ways to promote your brand is traditional marketing.
Traditional marketing tools are still powerful because they feel more real to people. The immersive experience of an impactful TV commercial and the tactile nature of a copy of Rolling Stone magazine are as predominant today as they were 20 years ago. Because of their lasting effects on your memory. Subconsciously you attach yourself to their brand emotionally, meaning they will stay at the top of your mind. It is also something everyone has been pace-rote to, so it is easy for them to understand. This style of marketing is still timeless.
Traditional marketing channels include:
- Outdoor (Billboards, bus/taxi wraps, posters)
- Broadcasting (TV, Radio)
- Print (Magazines, newspapers)
- Direct Mail (catalogs)
- Telemarketing (Phone, text message)
- Window display and signs
Why is it still relevant today?
- Target a local audience
A visually bold billboard or a striking TV commercial is a normal part of most peoples day to day lives. They are easy to digest and often entertaining.
- The psychological pull of a physical marketing tool
Seeing something in real life rather than on your phone is more likely to be remembered. The anticipation of the new Super-Bowl ads or a beautiful and impressive window display is more likely to stay in your mind than an Instagram ad you will probably scroll past in seconds.
- Impactful and easy to understand
With older peoples already used to traditional methods of promotion, they do not need much explanation as to what these promotional materials are required. They can solely accept a flyer or two, read it when they have time and know that it is an advertisement for a brand or a product.
With the rise of social media, traditional marketing is often undervalued by marketers. However, traditional marketing still very much has a place in a consumer’s day to day life. If you have the budget to share your campaigns in magazines and prime time TV, your money could be well spent.
Like any other thing, traditional marketing does not lack its disadvantages, which should also be put into consideration when making decisions. Listed below are the drawbacks of traditional marketing;
- Less engaging
Unlike social media marketing, you are more or less in the dark about your audience’s reaction to your marketing efforts.
- More expensive
If you are a brand in its infancy, chances are you do not have the funds for a 4 page spread in Vogue. Many forms of traditional marketing will set you back a considerable amount.
- ROI measuring
There are ways to measure traditional marketing campaigns, such as brand trackers. But they are nowhere near as in-depth or intelligent as the tools available for digital marketing.
- Not suitable for customized marketing
Suppose, if you have an advertisement for your brand in The New York Times then it will be there until the magazine is recycled. That means you are not able to customize it later with your needs in the future.
How impactful traditional marketing is, we cannot forget that we are well and truly living in the internet age.
What is Digital Marketing?
The continually evolving new media landscape that consists of all the digital technologies to bring a more personalized experience and reach the right audience through social media, SEO, blogging, content marketing, lead management, paid search, etc. forms the digital marketing.
In simple words, the marketing strategy in which companies create valuable content to educate potential customers to be able to lure them in. Its purpose is to add value to your potential customers’ life to make them appreciate your existence to which may turn them into loyal customers.
It is how businesses are promoting and selling their products/services in front of prospects and customers.
Digital marketing encompasses all of the marketing efforts that use an electronic device or the Internet.
Digital marketing channels include:
- Social media (Facebook, Instagram, and others)
- Content marketing
- Affiliate marketing
- Inbound marketing
- Email marketing
- PPC (Pay Per Click)
- SEM (Search Engine Marketing)
Smartphones are the new basic need of our time that enables us to do anything we want. We mean, look around you! Almost everyone is using the Internet.
- Search engine sites like Google, Bing, Yahoo;
- e-commerce sites like Amazon, eBay have given us so much flexibility that we can search, sell, and buy anything on the Internet;
- Social media platforms such as Facebook, Instagram, Twitter, Youtube have become a major part of our lives.
The world has changed into a digital domain. And about 60 percent of the small businesses have turned their attention towards digital marketing. Why?
- Results are easier to estimate
The only way to know for sure is to measure your success over time. While it can be strenuous to track the success of a traditional marketing campaign like a radio advertisement or mailer, every digital marketing tactic that you use is measurable. This benefit is every reason why you need to invest in digital marketing.
- Customer satisfaction
It is beneficial to align brand objectives with consumer interests. Digital marketing can help you build trust factors with your customers in a convincing way.
It takes a lot to promote your brand through traditional mass media. By saving your money on promotional activities, you can avail of the advantages of digital marketing to a substantial extent.
- Improved brand loyalty
By getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with your brand.
- Targeted audience
If you have the tools to specifically target a 29-year-old female writer who loves Lizzo and drinking Guinness then you can also create perfectly tailored content.
- Better managed campaigns
On the flipside to traditional marketing, the specifics of digital marketing tracking is exceptionally in-depth. It makes your learnings extremely clear for your next round of marketing efforts.
- Two-way communication
Through channels such as social media, you can physically see what your audience thinks of your brand and marketing efforts. If your marketing has been shared, liked, and had plenty of positive comments, you know you are doing something right.
If you are thinking of a marketing strategy to incorporate into your business, digital marketing is the way to go. It is cheaper, more effective, and easier to accomplish than traditional methods.
But, some of the downsides and challenges of digital marketing you should be aware of include:
- Digital ads can be deemed as annoying
Think about the moment you are scrolling through your Facebook homepage, and all you want to do is see what your old school friends are up to these days. Then you get the dreaded sponsored ad for something related to an embarrassing ailment you googled the night before. It is sure to make you actively dislike the very brand doing the foxy targeting.
- Less permanent
Digital marketing efforts like Google ads, banners, promo emails, or social media ads can have a fleeting, temporary character. They are intangible and ignored. If your target audience keeps scrolling or clicks to the next page, your ad will be gone from their screen.
- Constantly evolves
To get the most out of your digital marketing efforts there is a lot to learn. Each channel usually requires its specialist from search engine marketing to social media. Each channel needs a pro to get the best bang for your buck.
Digital Marketing vs. Traditional Marketing: Know the difference
Here, the main difference between digital and traditional marketing is the medium through which an audience encounters a marketing message. While traditional marketing uses media like magazines and newspapers, digital marketing uses digital media, such as social media or websites. Of course, traditional marketing does not mean it’s old fashioned. Traditional marketing still plays an important role in people’s lives with the ever-growing need to step out of the digital world.
In the same token, digital marketing is just as important as traditional if not even more so. Digital marketing uses every touchpoint of your daily use of the internet to reach you.
Digital Marketing Beneﬁts Businesses Of All Sizes By Giving Access To The Mass Market At An Affordable Price.
More and more companies have decided to concentrate on digital marketing because of how prominent an online presence can be for a company.
Due to the growth of the digital age, marketers should start investing in digital campaigns!
The key to a great marketing campaign is to find the right balance between traditional and digital. In 2020, digital marketing is the yin to traditional marketing’s yang. Both play an important role in a marketing strategy, but they are each elevated when used in unison.
However, a grass-roots social media marketing strategy is a great place to start. Have a look at our digital marketing strategy guide for some inspiration!