For most people, the effective way to advertise a product is to create a media blitz, with a big flash-bang blitz of advertising across a variety of platforms.
If you receive any ads through digital mediums for example, social media (Facebook, Instagram, YouTube, etc.), email, search engines (Google, Bing, Yahoo, etc.) or any other type of digital platform that is Digital Marketing. Ads received via magazines, TV commercials, newspapers, or face to face interaction are all examples of Traditional Marketing.
This article is going to explore the pros and cons of digital and traditional marketing, and help you decide which strategy will actually help you with your campaign ideas.
We’ll start with Traditional marketing...
This is often undervalued by marketers, due to the rise of social media. Traditional marketing is actually impactful, it gives the recipient a personalised message. Let's get into the positives and the negatives of this marketing approach.
The adverts are extremely memorable and very easy to understand. Think of the last time you listened to a radio commercial, you’re more likely to remember a radio jingle compared to an Instagram post you just scrolled through. Radio commercials are repetitive, catchy and exciting. You can’t forget it.
As said before, when using this method of promotion you're building a personal connection with your target audience. You can build stronger relationships within your community and stir genuine interest for your customer base.
It is less strenuous to think of promotional material. Creating content on social media can be an exerting process, as you keep having to come up with and produce engaging content. With traditional methods this is not the case, you get more mileage from the same TV commercial, flyers, business cards or brochures.
It is very difficult to measure the reach of your adverts. You won't know how many people have actually opened the e.g., mail you sent. Whereas with digital campaigns you can see who has opened the emails or clicked on the google ads.
Campaigns can be expensive. If you have opened a new company, the likelihood of you being able to afford a 4 page spread ad in a Vogue magazine is low. Even printing out leaflets, sending out letters, and promoting on billboards can be really pricey.
The number of people you advertise to is considerably smaller compared to digital marketing. Say you have a restaurant, it is feasible to advertise within your local community, but if you’re selling pens for example you will want to reach a larger number of audience both inside and outside your local community.
Moving on to Digital marketing..
Digital marketing is the way to efficiently reach a large audience. As a majority of our population heavily relies on the internet, it is the best tool to grab attention.
Easier and faster to measure the success of your campaign. Best example is social media, where you can see the number of likes/views to check the results of your posts. There are also many tracking tools available online, some service providers such as MailChimp have tracking tools integrated, so you can check how many mails have been opened.
Compared to Traditional marketing, this method is inexpensive. For infant businesses, this is an efficient method to broadcast your business. You can reach a larger number of people for little to no cost.
Accessibility for both you and your consumers is higher. Consumers can view products or services online in the comfort of their own homes. They can leave and see reviews.
The constant need of having to produce content suitable for each of the different platforms you are on is extremely time consuming. As it is important to be online these days, you will need to make sure your social media pages, websites, emails, etc. are all up to date and engaging.
Anything connected to the internet will have security issues. Your pages can get easily hacked, if it’s not protected properly, you will also need to keep updating the protection software. Some consumers may not be online or give data such as email addresses due to the fear of security breaches.
There is high competition as there are millions of businesses set up online. As a business you will need to post content that is highly unique and informative to stand out.
In conclusion, digital marketing is simply the latest in a long line of ways to reach customers. It has excellent advantages in being able to reach customers, but it can't do what direct mail does best - it can't be customized. It does have the advantage of being able to reach customers in any way, shape or form at any time, but it also has the disadvantage of being able to reach customers in any way, shape or form at any time, which can become overwhelming. Finding the right balance between the two marketing strategies is essential to have a successful campaign.
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