Advertising is an essential factor in deciding the fate of a particular product or service. If done properly, it can build an everlasting brand!. However, there are various elements and aspects of the advertising process that need to be taken under consideration before rendering it with utmost power and control. Some of these factors are the nature and type of the product, target audience, budget, purpose and many more. These factors then further essentially decide what kind of marketing will best suit its needs and goals.
There are primarily two tracks: Traditional Marketing and Digital Marketing. The debate between which is better and which one should be prioritized as compared to the other, is quite subjective and is a result of study of various components. However, a successful well balanced marketing mix leverages the advantages of both for optimal results
In the blog, we shall analyse in detail traditional marketing vs digital marketing and review each one based on their services and outcomes.
The world has become even more digital and marketing is no exception to this case. Digital marketing has surely found its own niche and many businesses have turned their marketing strategy towards digital.
What is traditional marketing?
Traditional marketing is a broad concept which commonly encompasses advertisement through print media, radio spots, commercial spots, trade shows/ conventions, billboards etc. It is a more recognizable type of marketing due to its long prevailing advertising methods and mediums. It is something we see and hear every day and have been witnessing since ages. In this matter, traditional marketing surely has an upper hand.
Let’s further study various types of traditional advertising:
Print marketing is one of the oldest and traditional forms of advertising. Print includes marketing through paper form with spaces available in magazines, newspapers, pamphlets, brochures and other printed material for distribution. It is considered to be the most effective form of advertisement due to its vast reach, coverage and trust worthiness.
Broadcast marketing is advertising that most of us have grown up watching. It essentially includes radio and television marketing. They are the avenues that are still heavily used in the world of advertisement. More than radio, television advertising still holds its dominance to the virtual element of it including the script, jingles and tagline. Radio advertising also does have its own crowd and consumers depending on the kind of product being advertised.
Direct mail marketing is a form which is fairly replaced by email marketing today. Direct mail marketing consisted of sending out printed material like postcards, brochures and pamphlets to market your services and attract more customers. In the past, direct mails were considered to be more influential than some of the other forms.
They ensured fast response rate, more replies and more purchases and greater ease of retrieval. However, direct mail marketing can be expensive due to its design and printing costs as well as postage expenses to reach its target.
Telemarketing is still very much prevalent in the marketing industry. It included the practice of contacting customers through calls and delivering sales messages to convince consumers to buy a particular product or service. However, telemarketing has a slight disadvantage despite generating fairly good revenue. That is it is often negatively perceived by the customers and also is a controversial form of marketing that is alleged to have used various unethical practices.
Marketing is all about connecting with the customers at the right time and place. Hence, in today’s digital world, digitalization too has found its way into marketing So now what exactly is digital marketing?
Marketing through the electronic medium and on various platforms on the internet is called digital marketing. It encompasses usage of advertising tools to research, manage, analyze and improve online advertising campaigns. In the present era of the digital world, digital marketing is the need of the hour and hence cannot be overlooked. Most of the businesses are turning to digital marketing as it gives them endless opportunities for marketing due to its efficient execution and desirable results.
Below we have discussed a few best digital marketing channels:
Social media is the hub for digital marketing today. With everybody glued to their phones from the moment they wake up till the time they shut their eyes, social media is an integral part of everybody’s routine today. In this case, marketing had to pave its own way on the social media platforms. Video ads, native ads and display ads are primarily 3 types of digital marketing techniques that one can witness here.
Although paid social media ads and organic social media ads are essentially specific to social media platforms. Social media marketing is highly influential and when strategized accordingly, social media marketing can act as a very powerful tool for your business
Email marketing is an effective way to reach out to potential customers. It consists of newsletters where the potential customers who might or might not have filled the “sign up” form on your website. These sign up pages are usually present on the homepage of a website and are integrated via e-mail service providers. This further helps to grow your email marketing list. This strategy is also used to follow up and generate a lead potential customer. If executed well, Email marketing is also an impactful technique for digital marketing.
SEM is one of the most reliable types of digital marketing and hence makes it an asset of digital marketing. It is based on keywords that are most researched and looked up by the users. PPC allows businesses to pop their ad up as the first and/or last several results on the first page.
Search Engine Optimization is the most effective and efficient way to attract potential customers to your website. Although, it needs more time and efforts, if executed properly SEO can prove to be very fruitful. SEO mainly includes search engines which allow relevant content to show up in result. This relevance can be brought by optimizing the website content with certain specific keywords which then attracts the users and customers which are potentially interested.
Traditional Marketing v/s Digital Marketing is the ongoing debate as businesses decide out on which strategy would work best for their service. As traditional marketing’s strength lies in its legacy and familiarity with the audience for decades, digital marketing has found its own niche with the internet culture and holds a promising future.
Although, there lies a lot more to both of them, and below we should study Traditional marketing vs digital marketing differences in detail:
Traditional marketing is still a very familiar and conventional way of advertising. People are used to looking up for ads in newspapers and magazines or on television and radio. Hence this enables marketers to attract local potential customers easily.
However, with the use of various marketing tools available for digital marketing, finding the right audience and reaching out to them is one of the many benefits available in this type. Having a vast reach due to internet marketing, it can fetch your business local as well as international audience.
Traditional marketing has a very confined and local reach whereas digital marketing has personal and larger reach. Moreover, mobile users exceed around 5 billion mark and about 79% of people are active on various social media platforms. Also, 78% of internet users conduct product research online. Hence, these numbers very clearly define the reach of digitally marketed ads.
The recurring cause in traditional marketing and huge human resources needed could prove to be huge investment and without any guaranteed fair results. Whereas, digital marketing provides cost effective strategies and are mostly a one-time investment. For example, an advertisement given to a newspaper to be published will be only effective if it received a good response from the audience after having viewed it on that particular day. On the other hand, a good website can ensure to serve as a perfect endorsement for the target audience to visit for years and then contact further, that too with no additional cost. Also, broadcast ads or print media costs way more than the digital driven ads.
Approach in traditional marketing is quite personal than in digital marketing. In traditional marketing there can be a contact on person to person level as they are informing the public and promoting their brand name, which isn’t the case in digital. Yes, if one wishes to, they can have this angle in digital as well but it however stands inessential as digital marketing allows to reach finite volume of consumers easily.
Marketing approach in digital is quick, efficient and targeted at a wider audience. It encourages two-way communication and hence is more accessible and within easy reach of the audience. Moreover, digital marketing approaches for a global reach than just local. If concluded by the numbers and statistics, 78 % of salespeople are observed to have done better by using a digital marketing approach than their peers.
One must admit that digital marketing has made tracking and analysis much easier with its various effective tools like Google and Social Media Analytics. This feature is not really applicable for traditional marketing and makes it difficult to evaluate strategies and its success rate. Calculating the effects and results of strategies applied for a campaign can be easily tracked down and studied in digital marketing.
This then allows us to take necessary steps and decisions to measure up or continue any particular plan of action. The simplicity and effectiveness offered by this feature of digital marketing makes it even more appealing and preferable for result oriented marketing.
Digital marketing with its data tracking option enables precise allocation of marketing spend which in return helps to achieve maximum ROI. The availability of specific efficient tools enables digital marketing to be more effective and result oriented. In comparison to this, traditional marketing still uses manual tracking practices such as subscription form, signage, etc. which can further complicate the procedure.
Digital marketing encourages an interactive form of marketing as it often uses social media platforms to promote brands and services. Hence this encourages more customer engagement. Whereas on the other hand, with traditional marketing engagement can be lower as promotion mediums used are not flexible to encourage audience interaction most of the time.
Traditional marketing displays one-way communication as the promotion mediums are rigid hence mostly limits any form of interaction. Whereas, digital marketing promotes a two-way communication and hence renders the customer with a feeling of acknowledgement and being heard.
Digital marketing offers easy and efficient real time results as the response rate of a particular strategy or campaign can be easily evaluated. However, with traditional marketing things can get a bit slow as the company may have to wait for weeks or months to obtain results.
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