There are various kinds of marketing strategies which professionals use to establish their brand identity and communicate with audiences. These include traditional marketing strategies, digital marketing strategies, or a combination of both. When it comes to choosing a marketing strategy for your business, it is crucial to select that which brings in maximum profit. In this article, we shall explore the differences between traditional and digital marketing techniques and help you understand which options would work best for your business.
Traditional marketing refers to the type of marketing which we conduct on traditional channels. We encounter it almost daily in the form of print (magazines, newspapers, etc.), broadcast (radio, TV, etc.), telephone (telemarketing, sms marketing, etc.), outdoor ads (billboards, fliers, window displays, etc.), and direct mail (catalogues, postcards, etc.). Traditional marketing tactics have remained fundamentally the same over the last few decades. Until the development of the Internet in the 1990s, traditional marketing used to be the only type of marketing.
Pros of traditional marketing
- Permanent nature: Printed materials like magazine issues will feature advertisements for as long as they exist. A certain ad cannot be removed once it is printed and distributed in this form until the magazine issue itself is recycled. This can be good for seeking the attention of consumers who are avid collectors.
- More impactful: A billboard or a postcard is tangible and can be visually more powerful. They are easier to comprehend and can have much impact on people.
- More memorable: Traditional media can linger in the minds of a person for a long time. You are more likely to recollect an ad that you saw on TV rather than a social media post.
Cons of traditional marketing
- Expensive: Many forms of traditional marketing can be expensive especially for businesses that are just starting. A full page advertisement in a newspaper can be costly if you want to advertise your brand in that manner. If your marketing budget is more constrained, your traditional means of marketing may be limited.
- No direct communication with the customer: With traditional methods, you do not have a way of directly interacting with a customer unless you are making phone calls and informing them about your product. This makes it challenging to determine how your audience might be perceiving your marketing efforts. This can be frustrating if you are trying to improve upon your marketing strategy but lack the data to know how you are performing currently.
- Harder to measure success: When you implement a marketing campaign, knowing the results can help you develop future campaigns. With traditional ways of marketing, there are no proper tools for measuring how your campaigns performed. As a consequence, more businesses rely on digital marketing which provides more sophisticated ways of measuring success.
Digital marketing is the type of marketing which is carried out via digital channels such as websites and social media. Every business, irrespective of its size, can utilize digital marketing to reach its target audience, connect with them, and convert them into customers. Categories included within digital marketing are social media marketing, content marketing, email marketing, website development, etc.
Since the last decade, online marketing has grown exponentially. The growth can be attributed to the fact the online channels have consistently delivered good results unlike traditional channels. An inbound marketing strategy allows people to find you easily instead of you going out to connect with them. Not only does this save time, but also improves your chances of achieving your marketing goals.
Pros of digital marketing
- Greater customer engagement levels: Unlike traditional marketing, digital marketing allows a higher level of interaction with customers. Whether that happens through email or social media, reaching customers is achievable. You can use digital channels to your advantage by using video, surveys and webinars to better reach your target industry.
- Wider audience range: If your business is not bound geographically, then it is useful to have marketing tactics which enable you to go beyond your local or regional audience. Digital marketing helps you with this by creating customized marketing campaigns which widen your reach to other cities or countries. It even helps you reach different age groups as almost all generations use the Internet in one form or another today.
- More affordable: Digital marketing is less expensive than traditional marketing and yields a better return on investment overall.
Cons of digital marketing
- Temporary: Ads marketed through digital marketing can be easily ignored if your target user continues scrolling or moves on to the next page. This makes digital marketing efforts more temporary in nature.
- Constant evolution: As technology keeps evolving, so do the channels which we use to communicate. Constant evolution makes it difficult to keep up with the pace of change in digital channels.
- Customer perception: Many customers perceive social media ads to be annoying and interfering with other content which they want to see. This causes them to not like the brand which is actively targeting them.
Which marketing strategy should I use?
Both traditional and digital marketing have their individual advantages and disadvantages. The type of marketing strategy that would be ideal for you depends on your individual marketing needs, budget, and your target audience. While traditional marketing efforts are more welcomed by older generations, nearly all age groups can be targeted using digital mediums. Ideally, both methods can work well for you as long as you know what your audience prefers.
No matter which marketing strategy you use, small businesses should consider getting business insurance to protect yourself from unexpected risks. Learn more about business insurance in Australia by visiting this website.
Sherman 2019, Digital Marketing vs. Traditional Marketing:Which Produces Better ROI?, Lyfe Marketing, viewed 20 January 2021, <https://www.lyfemarketing.com/blog/digital-marketing-vs-traditional-marketing/>
Bailey, Jennifer 2020, Digital marketing vs. traditional marketing: what’s the difference?, 99designs, viewed January 20 2021, <https://99designs.com/blog/marketing-advertising/digital-marketing-vs-traditional-marketing/>
An author of Namaste UI, published several articles focused on blogging, business, web design & development, e-commerce, finance, health, lifestyle, marketing, social media, SEO, travel.
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