Almost every small businesses get confused to decide which type of marketing to do, because their budget will stretch to one or the other, not both. The decision that to made are not easy. You might be confused which marketing method will give me the most bang for my buck? How will I come to know that my marketing is working? Whom should I trust for my marketing? Alternatively, should do it myself? The answer may be surprising for you. Which marketing technique is better?
To explain the term, the use of ads prints on newspaper and magazines are the example of traditional marketing. There are many more examples of traditional marketing like flyers that dropped in mailboxes, commercial on both TV and radio and billboards. On the other side of the table, when business invests on building a website, or using Facebook, Twitter and YouTube to promote your brand name, this type of strategy called as digital marketing. Let us see the topic more closely.
What is traditional marketing?
Traditional marketing relates to conventional methods of marketing used since the marketing concept came into existence. Traditional marketing has wide category that combines many form of advertising and marketing. Traditional marketing strategies mostly falls under one of four categories: print, broadcast, direct mail, and telephone. In simple language, advertising done in paper form. This strategy was introduce by Egyptians to create sales messages and wall posters on papyrus. Nowadays, print marketing usually done on newspapers, magazines, newsletters for distribution.
Benefits of Traditional marketing
Reaching and targeting local audience becomes simpler. For instance, by radio ad it might only target people in your area. On the other hand, the flyers will drop in the mailbox in selected number of suburbs.
It is materialistic: Traditional marketing is done using materials to display things on it like paper, hardbound, flyers etc. The audience can keep the hard copy with them and go through over and over again.
Easy to understand: It is proved that it is the simplest way to understand by most of the people because they are already used to these type of strategy.
It seems like neuroscience also support benefits of hard copy marketing. A study sponsored by Canada Post and performed by Canadian neuro-marketing firm True Impact compared the effects of paper marketing (direct mail pieces, in this case) with digital media (email and display ads).
In this study, the technologies used were eye tracking and with high resolution EEG brain wave measurement. The main metrics evaluated in the study were easy reading, motivation, and attention.
Downside to Traditional Marketing
Interaction between the customers is very little in this medium. This is single way type of interaction that too using a promotional material. It is more of providing information to the public through flyers, pamphlets etc. That the brand exists with the belief of people patronizing the brand.
Printing and radio broadcasting can be costly. In printing, you need to buy material too and you need to appoint people to distribute these. This can turn out very costly.
Using these marketing strategy results are not easy to measure. Is the campaign successful or not?
What is digital marketing?
Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.
Digital marketing is a technique to promote products or create brand awareness using technologies. Mainly used over internet, including computers, mobiles and many more. Digital marketing has taken marketing to next level. As digital platforms are increasing and are incorporated into marketing plans daily. As today’s generation has become more tech-savvy, they prefer digital devices instead of physical shop visits. Digital marketing campaigns have become more popular and efficient.
Digital marketing has various operations like search engine optimization(SEO), search engine marketing(SEM), content marketing, influencer marketing, content automation, campaign marketing, data driven marketing, e-commerce marketing, social media marketing(SMM), social media optimization(SMO), e-mail direct marketing, display advertising, e-book. In fact, digital marketing now extends to channels without internet to provide digital media. For instance SMS and MMS, call back, and hold mobile ringtones.
Benefits of digital marketing
Audience can be targeted locally as well as internationally in one go. Further, you can run a campaign to specific audience demographics, such as gender, age, location and interests. Through this, your campaign will be more effective.
Your targeted audience can select which type of content they like to receive. Someone likes to read blog post and some likes to watch videos. In traditional marketing, there is no choice for audience. Many people hate receiving flyers and phone calls at office times or at inconvenient times. Whereas online people get the option to opt in or out of communications and often, it is relevant because they were the ones searching for it in the first place. Never underestimate the power of market segmentation and tailored marketing.
Audience interaction is possible in the presence of social media networks. In fact, interaction is encouraged. There is no scope of audience interaction in traditional marketing. Through this, you can encourage your prospects, clients and followers to take action through using CALL-TO-ACTION on your website. Then can visit your website and read about the products and services you provide. They can buy products, rate your services, and give feedbacks.
Digital marketing is cost-efficient. Though some invest on paid ads online; however, the cost is still cheaper compared to traditional marketing.
Data and results are easily recorded. Here you can easily analyse your campaigns using Google Analytics and the insights tool offered by most media channels. Unlike traditional marketing methods, you can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results.
Competitor field: Every business can compete with any competitor regardless of size.
Level playing field: Any business can compete with any competitor regardless of size with a solid digital marketing strategy. Normally a smaller retailer would face difficulty to match up with the larger competitors.
Real time results: You get instant results here. You don’t have to wait for weeks to boost your business. You can see the number of clicks on your sites, bounce rate, and increase in subscribers, peak trading times, conversion rate and many more under one button.
Brand Development: A website will with quality and informative content targeting the needs of the audience can provide good value and lead generation opportunities. This same can be applied for utilising social media channels and personalised email marketing.
Viral: Are your sales flyers passed around instantly to customers, as you planned before.
Using social media share buttons on websites, emails and social media channels enables your messages to share quickly. If you consider the average Facebook user has 190 friends of which an average of 12% see their liked posts – your one message has actually seen by 15 new prospects. Now imagine a number of them also like and share your message and their friends do the same? That is why high-quality content is so important.
So which kind of marketing is better?
Well, both have benefits at their end, but we would recommend digital marketing. Certainly, we are passionate about digital marketing, because we know it has better outcomes.