There is an on-going debate as to whether digital marketing has overtaken traditional marketing in terms of effectiveness and return on investment. The opportunities presented by digital continue to create ripples throughout the marketing world. Whether it’s physical magazines reverting to online-only publications or disruptive brands such as Netflix and Uber changing the business landscape, it’s easy to see how digital is changing the way businesses manage and market themselves.
Traditional marketing has many different facets and often includes physical items such as print advertising in newspapers, business cards, posters and brochures. It also includes advertising through TV, radio and billboards. Ultimately, traditional marketing is anything that isn’t digital which is used to promote your brand.
Digital marketing, although easily understood as anything digital, does not have strictly defined parameters as technology continues to advance at lighting speed. However, key examples of digital marketing includes social media, online videos, banner advertising and email marketing. The aim of digital marketing is for individuals to find you, whether that is through organic online search, paid search, exposure through social channels or through online content such as blogs or articles.
Due to its longevity, traditional marketing is generally expected or understood by customers. We’ve all seen countless TV adverts or flicked past printed advertising. These are common, anticipated types of marketing that have become part of everyday life over a long time. However, this type of passive participation isn’t necessarily the greatest driver of engagement. Although a great way to push out a brand’s name or message, it is easy for traditional marketing to be viewed without taking part in any kind of activity.
Digital marketing has started to bridge the gap between the marketing message and the action the audience takes in response.
The real-time, instantaneous and direct nature of digital channels means brands’ marketing can have a quicker impact than ever
If you’re still toying with the idea of digital marketing, here are 8 benefits your business can experience compared to traditional methods:
Level the playing field
Whoever you are and whatever you do, you can use digital marketing to grow your brand and your audience. Traditional marketing often needs a sizeable budget and influential contacts to create a TV advertisement, place a printed ad or feature your press release. However, the digital playing field is a lot more accessible for businesses of any size. Access to free accounts, a variety of online platforms and growing online communities means your business can compete with the big brands in your field.
Reduce marketing costs
Nowadays brands can be successful with as little as a free account on Instagram. The wealth of online platforms and software to help you manage these accounts available can cost little to nothing to set up but provide you with endless opportunities to develop your brand, engage your audience and build your own online community.
Measurement is easier
Unlike traditional methods, your digital marketing activity can be tracked and monitored in real time. This can help you to respond and adapt your marketing activities very quickly if something isn’t quite working for you. Not only can you see how well your marketing activities are working but you can also measure specific goals such as website visitors, email subscriptions or conversion rates.
Refine your strategy
The immediate and responsive nature of online marketing means that it’s easy to change your strategy as and when you need to. Once a traditional advert has gone out to print, there’s no going back. However, with digital marketing you can easily edit copy, update the visuals or edit the landing page. If something isn’t working as you’d like it, you can change it.
Potential for greater exposure
If you were relying solely on traditional methods to be seen across the globe, you would need a very sizeable budget. One successful digital marketing campaign could do this within seconds and with a fraction of the budget. According to statistics from International Telecommunication Union (ITU), World Bank, and United Nations Population Division, a massive 40 per cent of the world population has an internet connection. That’s a huge potential audience you could be missing out on!
Less intrusive marketing
Rather than irritating your audience with unexpected postal mail or unwanted sales calls, digital marketing offers your audience the ability to opt in or out of communications and tailor it to their interests, needs and preferred methods. The power of targeted digital marketing means your audience will only receive marketing that is relevant to them and they’re most likely to engage with.
Prepare for the future
As your business grows, so will the audience you’re seeking to engage with. The next generation of consumers are going to be digitally minded as they have grown up in an online world. It’s important that your business recognises the value of digital now before it gets left behind.
Avoid the static
Traditional marketing methods tend to be more static. The advert is placed and you must wait for leads or interested consumers to come to your business. However, digital can allow your brand the opportunity to interact with potential customers in real time. You can capture their attention whilst they are most engaged, track their interest and help them through the buyer’s journey.
The most important thing to remember when considering the opportunities presented by traditional marketing, digital marketing or a combination of the two is your audience. There’s no one size fits all so consider your options. Traditional marketing certainly isn’t dead but digital marketing shouldn’t be ignored. Your marketing toolbox should be filled with the different methods, channels and messages that will help your business to create awareness, attract new customers and increase conversions.