Which is the superior marketing strategy between traditional and digital?
This has been an age long debate since the invention of the World Wide Web that seems like a never ending battle for supremacy between digital marketing and traditional marketing. Many would think that for the most part, digital marketing has taken over and traditional marking barely exists, if at all.
Consider this: more than 55% of people worldwide own a mobile device, 25% of which access the web from their phone. Marketing strategies over the years have evolved with emerging technologies that have either digitized almost every medium of marketing in existence or created entirely new channels.
Recent developments have seen magazine and even tabloid giants switching to totally digital publications, causing ripples throughout the marketing arena and over the years, traditional marketing has fallen nearly 160% while in the same time frame expenses for digital marketing increased over 60%.
So, what actually differentiates the two anyways? And are there any real advantages to using one over the other? Here are a few things you need to know about both marketing strategies to inform your choice on the better marketing option for your brand or business.
Traditional Marketing is anything that excludes the use of digital means of broadcasting information on your brand, product or service to a mass or niche market and typically involve advertising through newspapers, magazines, telephone books, radio, TV and even referrals. These mediums are adopted for a fee which corresponds to the size and scope as well as the medium in which it is published.
Digital Marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Specifically, digital marketing is similar to traditional advertising, but using digital devices. However, digital marketing is considered a form of inbound marketing and its goal is not only intended for information but for promotion and for people to find or interact with you from the content you publish.
By relation or application
Mediums used are usually limited to target local audience only.
Online channels span a global audience in addition to target local audience.
Takes a personal approach and requires direct contact between medium and target audience.
Requires less physical contact between marketers and audience since medium covers unlimited virtual range.
Content or materials cannot be re-shared by audience in real time but can be kept and revisited.
Sharing of content materials is easy with the availability of several social platforms and saved digitally for any time recall.
Access to content is governed by presence or availability of medium to audience.
Content is accessible on the go to audience and in real-time through digital devices and online channels.
There is little interaction between the medium used and the audience.
Interaction is very possible especially with the use of social media networks.
Depending on the medium used, costing for this strategy can be expensive and might require extra hires to execute.
Online channels are relatively cost-efficient with some available free of charge. Though online campaigns would require funding, cost is cheaper and scale higher on results.
Results on this marketing strategy cannot easily be measured and rely on statistically interpreted surveys to obtain any relevant data.
Data and results are easily recorded. With Google Analytics, specialists can track progress of strategies and easily adapt content for better marketing.
Marketing mediums usually broadcast to mass audience with no specific relevance to the receiver.
Based on data referencing, broadcasts can be specifically targeted in line with relevance to the audience, prompting higher rate of response.
The bottom line
The world has transitioned into a very digital environment and because of the rise of the digital age, it just seems like common sense to invest in a digital campaign.
There are however some successful traditional marketing strategies but it is important to take advantage of digital marketing so as to keep up in today’s world. Although, it is important to note that the two can also work together cohesively for a complete marketing effect.
As a business owner you might have these burning questions on your mind - what forms of marketing should you use that will drive more customers? How can you adjust your marketing and advertising campaign decisions because your audience has gone digital? How can you better your marketing to meet the needs of your audience based on their use of technology? With both your competitors and potential customers constantly online, digital marketing will help you stay ahead.
This article is brought to you by Ringier Digital Marketing, Your Complete Digital Partner.
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