Traditional Marketing Mainstays
Simply put, traditional marketing can be defined as any marketing that is not conducted online. Also referred to as offline advertising, traditional marketing encompasses a wide variety of approaches, from coupons and direct mailers to newspaper and magazine ads, television and radio commercials—and even phone calls and text messages—with a number of other options interspersed along the way. Whenever people see billboards, or read words written on the sides of trucks, they are being exposed to forms of traditional marketing. Whether these methods are dramatic, such as messages inscribed on blimps or trailed behind planes, or as mundane as logos on clothing, or the constant reminder of networks’ icons appearing on tv screens, this type of marketing has, over the years, come to be accepted as an inevitable aspect of people’s daily lives.
Traditional marketing methods are often preferred by companies because of their successful track records. They can also be a particularly effective means of connecting with local audiences, as well as providing a way to reach an older consumer base, many of whom may not be active participants in the digital world. Touting the advantages of traditional advertising techniques, marketing analyst, David Webb, observes, “Like everything else that has been around for so long, it becomes universally accepted, especially because of the personal touch that helps a lot when it comes to engaging customers.” He points out that not everyone is comfortable using the internet, adding that “although this is the age of rapid IT development…billboards, brochures, and commercials still have a great role to play in advertising.” (https://www.eggmarketingpr.com).
What is Digital Marketing?
Digital marketing refers to any marketing effort executed online, generally through channels such as websites, blogs, social media platforms, emails, and search engines. The digital marketing realm extends across a vast network of connections and touchpoints that consumers interact with, often multiple times a day. The capacity for such a high degree of intricate networking possibilities allows companies to do much more than simply promote awareness of their products and brands; it can also provide a fertile environment for engagement marketing by deeply involving consumers in meaningful content. As technology evolves, becoming more and more a central aspects of peoples’ lives, digital marketing will continue to expand. This is especially apparent when it comes to social media. In the words of best-selling author and influencer, Neil Patel, “Just think of it this way: Google and Facebook generate more revenue than any traditional media company because they control more eyeballs. That’s why digital marketing matters; it’s where the attention is.” (https://neilpatel.com).
There are a variety of digital marketing techniques that companies can employ. One strategy is paid search, or pay-per-click (PPC), advertising, in which ads can be tailored to specific target audiences, delivering content to the right consumers at the right time, while providing a means of retargeting. Search engine optimization (SEO) can also be effective, driving consumers seeking specific content to a company’s website, thus ensuring enhanced visibility. Both content marketing and social media marketing are crucial components of the digital landscape. When companies create relevant and engaging content, consumers are inspired to engage with it, and to share the content with others. Even though it is hardly regarded any longer as an innovative technique, email marketing still continues to be successful in reaching high numbers of potential customers. Mobile marketing is also an extremely productive strategy, which is not surprising since most people are connected to their mobile devices for the better part of every day. In fact, there are so many options available that many companies make use of agencies to manage their digital marketing endeavors.
Traditional vs. Digital Marketing
Most marketing experts would agree that companies can benefit by using some combination of both traditional and digital strategies. Addressing this issue, marketing consultant, Kayla Carmichael, points out: “The question shouldn’t be ‘To traditional market or to digital market?’ Instead, try ‘How do we use both tactics to market effectively?’ Of course, some businesses may benefit from going one way or the other, but on the whole, it is possible for both methods to thrive harmoniously.” (https://blog.hubspot.com). Each strategy serves different purposes. Traditional marketing, primarily concentrating on the use of magazines, newspapers, television and radio advertising, tends to work well in reaching an older demographic. These methods are also effective for small businesses, many of which are not equipped to compete digitally with their larger counterparts. On the other hand, traditional marketing campaigns can be costly, take time to execute and deliver and, in the end, are not guaranteed to reach the intended target consumers.
A definite advantage to digital marketing is that data regarding consumer involvement can be tracked immediately, and the information can then be used to evaluate the efficiency of campaigns, and to make informed decisions about further strategies. This also applies to audience engagement; digital ads encourage two-way conversations, often occurring in real-time. In terms of scope, digital techniques have the capacity to reach people all over the world, rather than being limited to only local audiences. Furthermore, digital marketing is highly cost-efficient, and even eco-friendly. However, it can take a great deal of time and effort for a company to establish a strong internet presence. And, although positive online customer reactions can provide a decided boost, the opposite can also be true; even baseless negative claims can damage a company’s reputation. This being said, digital marketing has firmly established itself as a cornerstone of today’s marketplace. Marketing expert, Lucy Alexander, offers this advice: “At this stage, digital marketing is vital for your business and brand awareness. It seems like every other brand has a website. And if they don’t, they at least have a social medial presence or digital ad strategy. Digital content and marketing is so common that consumers now expect and rely on it as a way to learn about brands.” (https://blog.hubspot.com).
About the Author:
OTIS KOPP
LinkedIn: @OtisKopp
Twitter: @OtisKopp617
OtisKopp.com
OtisKopp@gmail.com