We’re in the era where every aspects of marketing is possible and all are interconnected to each other with some pros and cons. Digital marketing and traditional marketing may have their own plus points in today’s marketing era and does it matter ? If yes, then why? Answers might surprise you.
In todays fast pace business era, many small businesses and even start-ups are struggling to decide which kind of marketing and its tool will bang for their total bucks (budget) as they don’t have much budget or they didn’t get much investment or priorities matters as they don’t like to invest much on marketing. These kind of decision is really tough and not easy too. How do marketers know if there marketing is working? Should they do it themselves or hire any market experts, again the answers may surprise you.
Now come to the point and clarify the terms that we use to market our products and services. Like the use of print ads – Newspaper, magazine, pamphlet, billboards, commercials Ads on TV and radio, etc. these are the examples of traditional marketing. On the side of coin, when some businesses starts investing on developing online presences like through websites, advertising the brands name through different social media such as Facebook, twitter and YouTube. These kind of strategy is called Digital marketing or outbound marketing.
Traditional marketing: Yesterday’s asset but still has the ability to bang on today’s marketing strategy.
Almost 3-5 years later, the fundamentals of marketing remain the same. The way in which marketers sell products still depend upon the 4P’s – Product, Price, Place and promotion but as sale executed the sale of services also needs the consideration of 3 main extra P’s – People, Process and Physical environment.
It is designed in such way to lead customers and prospects through the sales funnel, 4 or 7P’s forms the base of any marketing strategy. Today’s funnels are so conceptual that based on AIDA model that is Awareness, interest, desire and action.
So when we see where the digital marketing fits into the traditional marketing mix, this could be easy to assume that it will applies to promotion only. However digital marketing touches upon each and every elements of the 4 and 7P’s, this makes digital marketing so unique and powerful.
According to the report,
Direct mail requires 21% less cognitive effort to process than digital media (5.15 vs. 6.37), suggesting that it is both easier to understand and more memorable. Post-exposure memory tests validated what the cognitive load test revealed about direct mail’s memory encoding capabilities. When asked to cite the brand (company name) of an advertisement they had just seen, recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%).
This is why business still needs traditional marketing. Below are some reasons why business entity should consider traditional marketing methods into their marketing efforts.
Greater reach and exposure
If you are reaching out to your customers, it doesn’t mean all are online. Online advertising can helps in brands reach and exposure. Yes there are majority of consumers who rely on the internet to search or research a product or services but still there are some group of people who either aren’t tech-savvy or they don’t have immediate internet access. Using traditional marketing strategy you can reach out to the customers you miss out on by using online marketing methods.
In today’s digital era, tangible items are good ways to carry your brand to your potential customer, rather than relying on them to search or find your business on different platforms and possibly ends up with finding a competitor instead. It is a amazing change of pace to give hard copy of invitation or brochure or other printed material that customers can look through at their own convenience. So it’s all about tangibility of your brand, from tangibility it comes sense of personal connection.
Digital marketing: Digital Marketing made marketing simple
Businesses can target a local as well as international audience as per the product & services. Further you can also tailor you marketing campaign to a specific audience demographics, such as gender, location, age and interests this way your campaign will be more effective and efficient.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Digital marketing has no means replaced the traditional marketing mix or it made traditional channels redundant as digital marketing shows the holistic representation of a brand online and the overall optimisation of its presence to achieve objectives or goals.
Earlier and even today our Television advertising has been very limited, and expensive platform but now we can experiencing the time which has been completely revolutionised. We consume any video type of content via streaming product 7 services, smartphones apps, on social media feeds, search results, every single video content is an advertising opportunity.
You see digital marketing is cost efficient, though some invest on paid ads online, however the cost of advertisement is still cheaper as compared to traditional marketing. Here you just pay INR 50-150 or more or less to show up your ads on Google or any other search engine or any platform whether it be blog or website but you pay more or huge amount on billboards, banners to advertise your brand to reach out to your potentials customers.
If you see in terms of investment, branding, better ROI than digital marketing will come over traditional marketing, figure it out now:-
Is a cost effective: Yes, digital marketing is really cost-effective, you just need to pay some bugs to reach out to your potential customers locally as well as international, is still cheaper than traditional marketing. Basically you need to spent a huge amount on billboards, hoardings, TV ads which covers a limited or you can say a defined geographical area but thought digital marketing platform you can easily target to whom you want to show your ads at some INR 50 – 100 which is far better and well effective than traditional marketing.
Results and data are easily recorded
With some analytics tools like Google Analytics, Google webmaster, Bing webmaster, etc you can get insights of your ongoing social media campaigns at any time, it shows all insights like demographic, geographic location of users, session spent by users, bounce rate, no. of users visited to your websites, active users, returning and new users to your websites, etc.
Being online, using social media buttons on your websites enables users to share your messages incredibly quickly. If you consider average Facebook user has 530 friends of which an average of 15% see their posts- your one Facebook post has actually been seen by some many new prospects. Now imagine a no.of them also like and share your post and their friends do the same thing, so there is huge possibility of getting your post viral that leads to branding or spreading awareness.
So which kind of marketing is better?
Well, we would recommend both. Obviously, we are passionate about digital marketing, because we know that it works. But we do use traditional marketing materials, too.
Last but not the least, I tried to cover main points on traditional and digital marketing, there is a lot of pros and cons on both.
At Digital Diffuser, we are experts in digital marketing tactics. As a full service digital marketing agency, we have the tools to provide your business with innovative solutions that reach your target audience while catering to your brand’s goals. To learn more about our services, visit our website or contact us today by calling (91) 9319724399
"This is Shantanu Sharma, A Google Certified - Digital marketing specialist, is a veteran of creating and managing digital content to build relationships for organizations and individuals, is also the author of this blog."
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