Digital Marketing Vs Traditional Marketing
Defining traditional and digital marketing
Before we look at the pros and cons of traditional and digital marketing, let us try to understand what each one of them is.
Traditional marketing is the kind of marketing that we see in the print media like the magazines and newspapers etc. The TV ads, the flyers and brochures inserted into newspapers, the huge billboards etc. also come under this. Basically, these are techniques used to reach out to the mass to keep them informed about a particular brand, its offerings or any special sale etc.
A company that opts for digital marketing will instead build a website and have social media accounts like Facebook, Twitter, Instagram, Pinterest, YouTube etc. to promote their brand and offerings.
It is important to note that in both the cases, the workability factor is in being able to reach out to the masses, building a relationship and making the presence felt.
Why traditional marketing?
- Local reach: If your brand or service is meant for locals, then this is still your best bet. Instead of creating websites or social media accounts, you may simply choose to reach out to the right audience through targeted flyer or print campaigns.
- Recall value: The flyer that people saw along with newspaper in the morning also has a high recall value, especially for locals. They will certainly remember it as they pass by or may even specifically want to check out.
- It is non-invasive: In many ways this kind of marketing is considered to be non-invasive or non-intrusive as if the people do not want to read it they can just simply ignore the same. It’s not addressed to them so that they are forced to read.
- It’s easy: It’s easier to do traditional marketing as it does not require constant attention as do the websites that needs to be constantly updated. The social media accounts too may require constant updates and monitoring.
- Print media Ads are not so cheap nowadays, so one needs to ensure that the Ad campaign is well planned and targeted and provides results.
- There is no way to conduct any analytics on how many people saw or read the Ads, liked it, read it, acted on it etc. Analytics play an important role in modern marketing as it helps understand the ROI factor.
- A personal relationship with the customers may be missing in this method.
Why digital marketing?
- Digital marketing works on the theory of personalization. Everything on the Internet can be tracked and customized to suit the customer preferences.
- The reach is wider. You can have access to International audiences through digital marketing.
- You can interact with your customers and build long lasting relationships.
- A lot of analytics can be done on digital marketing to further reduce expenses and increase the ROI.
- It’s faster, the presence is felt strongly and you get lots of free likes and shares in social media when you have satisfied customers.
- The flip side is that one unsatisfied customer can create havoc online for you and you will have to adopt damage control measures faster.
- The disadvantage of personalization is also that it may be considered intrusive by few.
- Recall value may be lesser than that of print media as people tend to read mails and forget about them or may even choose not to read when they see it’s a marketing mail.
The key therefore is to try and combine the best of both and use traditional along with digital marketing to get the best possible results.