Traditional vs. Digital: Which kind of marketing should I choose?
Between the tried and tested strategies of traditional marketing and the innovative with latest strategies of digital marketing, there are N number of ways for businesses and services to capture the attention of their audience.
The question then arises as to which strategy works better? Which one should businesses choose?
When discussing traditional versus digital marketing, there are many points to take into consideration. This article will cover the meaning, differences, and pros & cons of traditional and digital marketing, to give you a clear understanding of the two.
What is traditional marketing?
Traditional marketing is when the marketing activities are performed in a conventional fashion, i.e. through a newspaper, television, radio, and so on. These methods have been around for decades and are used less often now. However, they do have their strengths.
Common traditional marketing methods are:
· Television or radio commercials
· Newspaper or magazine advertisements
· Billboards and off-site signs
Up until the development of the internet in the 1990s, traditional marketing was the only type of marketing that existed.
What is digital marketing?
Digital Marketing is when online platforms are used to promote products and services. Simply put, it uses digital channels like websites and social media as tools for marketing. The way people interact with a brand has changed with time and with the coming of the COVID-19, digital marketing field has increased like never before.
Common digital marketing methods are:
· Search engine optimization
As a result of the consumer’s frequent usage of the internet and mobile devices, these strategies have grown in popularity.
Difference between the two
The main difference between digital and traditional marketing is the medium through which the marketing message reaches the audience. While traditional marketing uses traditional media like magazines, newspapers, and so on, digital marketing uses digital media such as websites or social media.
Even though traditional marketing is old, this does not mean it is any less important. It still plays an important role in people’s lives. The immersive experience of an impactful TV commercial is as important as it was 20 years ago because of its lasting effects on your memory. You subconsciously attach yourself to the brand emotionally, and they thus stay in your mind for a long time.
On the same note, digital marketing is just as important as traditional marketing, if not more. Digital marketing is known for its global reach. The ads that have been placed on the internet can be viewed by people from all walks of life, and from all parts of the world. Here are seven basic differences between traditional and digital marketing:
1. Target Audience: Using traditional marketing, it is easier to reach out to the local audience. On the other hand, with digital marketing, you can target people from all over the world. Digital marketing makes it easier to target certain demographics from all over the world.
2. Consumer Interaction: Traditional marketing has very little interaction involved as the mediums are not flexible enough to incorporate the interactions of the customers. However, Digital marketing has a number of digital platforms- social networking sites, e-commerce websites, apps- where the consumers can interact on their views about the product or service.
3. Marketing Cost: Traditional marketing is expensive as it involves printing or radio/TV ads that cost more to the company. As compared to traditional marketing, digital marketing is less costly as everything is online and the use of social media platforms is free.
4. Speed of results: It takes up to weeks or months to track the results of traditional marketing. With digital marketing, results are much quicker and thus it is easy to get real-time marketing analysis.
5. Strategy refinement: As traditional marketing does not provide real-time results, it takes longer to strategize with a limited amount of data. However, strategy improvisation becomes easy and the marketing team can opt to change or update the marketing strategy as per the results.
6. Sustainability: As traditional methods depend heavily on hard copies, they use a lot of resources. Meanwhile, digital platforms provide products or service information in softcopy which leaves much fewer carbon footprints.
7. Communication: Traditional marketing uses one-way communication as the marketing medium are quite rigid. Online marketing promotes two-way communication and thus helps to satisfy the customer by welcoming feedback.
Pros and cons of Traditional marketing
When comparing digital and traditional methods of marketing, traditional marketing is often seen as outdated. However, many of the tactics are still useful and relevant even today.
Depending on the target audience and the nature of the business or service, traditional marketing methods may be a better choice. Here are some pros and cons of traditional marketing:
· If your target audience is older, traditional marketing can be very effective. People older than 50 spend more time reading newspapers or watching television than compared to those aged21-35.
· It works best for businesses that want to attract a local audience.
· TV and radio commercials will be played multiple times and remind the audience about the business, however, one can skip through or block digital ads.
· Printing flyers or postcards is expensive and there is no guarantee that the recipient of the print media will be interested in your business.
· Traditional marketing takes a long time to yield results. Thus it is difficult to tell if someone has read your ad in the newspaper, or watched it on TV until they decide to follow up.
Pros and cons of Digital marketing
Strategies for digital marketing are always evolving along with technological advancements. These include the latest tactics, however, just like traditional marketing, there are some areas where digital marketing does better and somewhere it does not.
· Audience involvement can be tracked easily. When someone clicks on your website link, checks your email or follows you on social media, you get the information immediately. Using this data, you can draw numerous insights, like deciding which type of content to post and which platforms fare well.
· It incurs a much low cost. Sending out emails can save a lot of money as compared to printing individual postcards or flyers. It is, therefore, ideal for small businesses and start-ups.
· It has the power to attract global audience due to the broad scope of digital marketing.
· Some people block ads on their browser, so they will never see pop-ups or banner ads. Other times, the ads may be skipped. Sometimes it may even get removed if the user pays for premium service- like in the case of YouTube or Spotify.
· Because of the rapidly evolving technological trends, digital marketing tactics have to be evaluated frequently for effectiveness. What works well once might not work the next time. However, you can overcome this with the help of professional digital marketing services.
Conclusion: Which is better?
Both traditional and digital marketing have their pros and cons. The key to a great marketing campaign is to find the right balance between the two. It all boils down to who your target audience is. You must understand your audience, their likes, dislikes, preferences, buying patterns and so on, to come up with an effective strategy. You can hire the best digital marketing services in Pune, who can help you understand your target audience, gather data and come up with strategies designed for your business.
Hiring digital marketing services for your business
While traditional marketing still has a place, the truth stands that digital marketing might be the best option for most. Younger generations like Gen Z have not known a world without smartphones and the internet and they are starting to enter the workforce- followed by a generation that will be even more digital. Thus, every company needs a digital marketing strategy to survive in today’s world. If you are interested in using digital marketing for your business, you can hire a digital marketing agency in Pune quite easily.
The pandemic has compelled many people to start shopping online. Thus many brands have opened up online stores and there are also many small businesses that have shifted their attention to digital marketing. You can hire the best digital marketing agency in Pune, at affordable rates to move your marketing campaign online. From designing ads to launching a website, a digital marketing agency will help you with everything you need for starting off.
