Newspapers, flyers, business cards, radio ads… these traditional marketing methods have been around for decades and have many staunch advocates. But how do they stack up against things like Adwords, Facebook and Email Advertising methods?
Online marketing is an umbrella containing Search Engine Optimization, Social Media Marketing, Blogging, Content Marketing, Mobile Marketing, Online Advertising, Email Marketing, Website Marketing, Viral Marketing, Video Marketing and so on.
Traditional Marketing, in simple terms is any marketing done with mediums not connected to internet – through print media, banners, pamphlets, brochures, catalogs, TV, radio is known as Traditional marketing.
Digital marketing is cost effective, simple to measure and analyse, gives real time results, gives data for refinement of your strategy, it is easier to be specific with your brand development and awareness, wide reach to the audience, plus the potential of a high level of engagement, etc.
Online Marketing has provided a massive shift in the way that marketers and consumers interact – so is Traditional Marketing dead? We believe that each has their place and can complement each other when used in conjunction and with the right strategies in place.
So below are some of the pros and cons of traditional marketing and digital marketing.
Almost $630 billion was spent globally on ads displayed on internet enabled devices in 2018. This fact alone is enough proof that company’s marketing budgets include internet marketing separately. However, it is worth noting, television, radio, and print ads still consume major chunks of companies’ advertising money.
- INTERNET MARKETING IS COST EFFECTIVE
Internet marketing and advertising services are gaining popularity amongst small and medium businesses because of this very factor. While big brands can certainly run back-to-back television and radio ads, small business owners have to watch their pockets. This cost factor is making marketers favour digital marketing over traditional marketing.
Sure television ads will keep on its behemoth share in ad spending, but the rate of growth is in favour of internet enabled devices.
It’s also worth noting that only quality television ads are the ones getting noticed. With the deluge of videos shown in the platforms of both digital marketing and free-to-air television, your spend is only made worthwhile by getting great quality ads made, rather than a shoddy production made on the home video of someone yelling at the audience from their backyard or shop front. This adds more costs into your advertising by paying quality media studios for video that will stand out and be remembered, not annoy the watcher because they just want to get on with watching their footy final.
- TIME AND FREQUENCY
You can make your ad appear every other minute on vast range of television or radio networks but it is going to cost you a small island’s worth (at least television ads will). Internet ads, depending whether you go for Google AdWords or banners, can be as frequent as you want.
While established businesses can opt to go aggressive and target multiple online advertising channels, small business owners can cap frequency and play the game with limited budget while still getting their message across to the relevant possible clients.
- TRACKING OF CAMPAIGN PERFORMANCE
Traditional marketing methods can give you an approximate idea of your campaign popularity, but don’t forget that its findings are based on sample data. Online ad campaigns on the other hand have better performance measuring parameters. While running internet marketing campaigns online, advertisers can see:
- Source of traffic (location)
- Amount of traffic (number)
- End conversions
Campaign changes can be made as per performance to generate better results. This flexibility is making internet marketing fascinating for marketers across the world. This is one of the biggest advantages of internet marketing over traditional marketing.
- HIGHLY TARGETED AUDIENCE
Internet is quickly becoming synonym for effective marketing as it helps companies across the world reach their exact audience base at much less investment. Want to target young audience? Invest in social media channels like Snapchat. Interested in connecting with mid 30’s and 40’s women? Partner with women-centric blogs.
If internet is a world in itself, then, its countries are made of people with particular demographics, tastes, and preferences. This however is true for traditional marketing mediums as well but the demarcation is stronger with internet. You can find exactly who you want to communicate with rather than figuratively throwing a whole heap of advertising balls in the air and hope they hit the people you want.
- LIFE OF MARKETING MATERIAL
Ads will last until you are no longer paying the channel. This is true for traditional marketing as well as web marketing. When compared to the life cycle of paper brochures and publications that end up in the recycling, digital looks more promising when you consider life of marketing materials like blogs, graphics, and videos.
A great blog post that mentions your brand will generate business and branding advantages for many years to come while also becoming a part of your company’s online library of content. Such marketing material, if planned and strategised in consultation with experienced internet marketing agency, will generate long term benefits.
- NEED-FOCUSED MARKETING
A viewer might be watching your television ad but there is no guarantee that he is interested in your product. The same is true with radio and print media advertisements. Internet however offers marketing channels that actually cater to a need. Ads surrounding search engines are the perfect example. Let’s explain this with an example:
You deal in modern Italian furniture, and want to connect with people searching furnishings on internet. All you need to do is start running ads through Google AdWords and your marketing pitch will appear in front of buyers. There is no way traditional marketing can accomplish this in such a targeted way.
- FREE MARKETING MEDIUMS (SOCIAL MEDIA)
When it comes to benefits of internet marketing over traditional marketing, the free factor excites beginners the most. You can blog about your products, market your services on social media, and even create a website for free to impress your customers. In traditional marketing, money makes the world go around.
That said, you need a well-thought plan to get maximum mileage from your online marketing efforts. This is why business owners and companies consult online marketing experts before starting the marketing work. Getting the right strategies in place makes you and your business’s marketers work smarter, not harder.
- EASIER MANAGEMENT
To run full blown campaigns on traditional marketing channels, you need a dedicated team working by your side. Even if you only want a small ad in newspaper, you will have to visit the office for sharing ad details. Internet marketing has simplified all this. You can manage all the campaign details from the comfort of your home within few clicks or phone calls.
Still not convinced? We still have more web marketing points over traditional marketing.
- GROWING INTERNET USAGE
Internet will hit 3 billion users by the end of 2015. In another 3 years, half of the world’s population will have access to internet. Businesses and marketers realize this, and that’s why they are making their web marketing budgets bigger every year.
Even media companies across the world are investing in web properties to become part of the internet focused future.
- MOBILE REACH
Traditional marketing mediums are not presently prepared for mobile revolution that will only gain pace over time.
Internet brands like Amazon and OLX opted for traditional ads only after making their mark with online marketing.
For over a hundred years, traditional marketing has been the giant of marketing world, but digital marketing has started to cover the head start of its older sibling. While internet marketing will eventually come out as the golden child, traditional marketing, when used strategically and thoughtfully, will always have a place in advertising world.