For many people, marketing is marketing. The premise of getting your company’s name in front of a large audience to increase business is identical in both traditional and digital marketing – but the ways to get there are vastly different.
Traditional marketing encompasses the efforts in promotions or advertising that are tried-and-true. From brochures and flyers to newspaper, television or radio ads, traditional marketing has been around so long because it works. It’s ideal for building brand recognition, expanding your reach to specific target groups while still reaching a larger audience, and putting your information in the hands of prospective customers.
Traditional marketing, a form of push marketing, still has its advantages:
● Tangible: Traditional marketing provides a piece that appeals to customers senses of touch, hearing, and, depending on your product, smell and taste. Whether a prospect is filling out a form at a booth, opening a piece of direct mail, or attending an event, traditional marketing allows for a face-to-face interaction that can improve your company’s connection with customers and prospects.
● Cast a wider net: While traditional marketing does focus on demographics and target markets, the options for advertising tend to have a wider reach than in digital marketing. Radio ads may be heard by the station’s traditional listeners, but someone else may hear your ad while channel-surfing. Anyone who picks up a newspaper that you’ve advertised in will see your ad.
Unfortunately, some feel traditional marketing may be going out of style.
● Push marketing may be seen as pushy. As a result, commercials are often skipped over with today’s technology, brochures may be thrown away, and phone calls are often ignored.
● Requires reaching the right person at the right time for the best ROI. You can’t be sure how connected the recipients of your campaigns are to your brand. If some are customers of your competitor, or if the promotion you’re running right now doesn’t strike them at the right time in their lives, your investment was lost.
Digital, or Internet, marketing, is a newer focus that has been growing in popularity, with many marketers noting that they are spending about 60 percent of their marketing time on digital marketing efforts. Digital marketing is known as pull marketing because you are attracting potential customers and prospects to your brand. Social media, blog posts, re-targeting ads – these are all effective tools in content marketing, a way to establish your authority and provide customers with added value.
Digital marketing offers some unique points that attract prospects:
● Emotional, rather than tangible, response: While people can interact with your traditional marketing, digital marketing pulls at targets’ heartstrings. The content should be meaningful and impactful; your audience is more likely to share something that touched them.
● More relevant, qualified leads: Rather than spending your efforts seeking out prospects, digital marketing through a content-focused strategy attracts interested individuals. They might be regular readers of your blog who one day decide to take the next step and become customers, or learned about you through a post shared by a mutual connection who thought they, too, would be interested in your brand. Either way, the investment in producing quality content usually provides a higher, more quantifiable ROI.
These advantages don’t mean that digital marketing is as simple as slapping a photo on social media. It also comes with some challenges.
● Consistent creativity is needed to curate and develop relevant content. Planning your strategy out is usually the best way to ensure that all of your channels project a harmonious image and relatable message.
● Requires Internet-savvy customers. With digital marketing avenues all housed and shared online, only those who are comfortable with and using the Internet will receive your messages.