Traditional vs Digital Marketing
Updated: Jun 30, 2020
Marketing is no longer old-school and straightforward as it used to be. As there has been a paradigm shift towards all things digital, digital marketing has evolved in maximizing the reach and creating visibility of your brand in the digital space at lesser cost and a greater ROI.
Although there are differences between traditional and digital marketing, both of them have their own advantages and disadvantages.
Let’s begin by understanding what Traditional and Digital Marketing mean.
Traditional Marketing is a combination of many marketing methods, mostly which involve the universal practice of print media such as magazine ads, newspaper ads, billboards, flyers, radio ads, cold calling etc. Traditional marketing has a primary goal of outbound marketing, meaning that the company reaches out to the customer.
On the other hand, Digital Marketing has gained popularity with time. It involves all those marketing practices done online via electronic media. Start-ups and well-established business houses use this platform to connect with their prospective customers.
Unlike traditional marketing, digital marketing follows the process of inbound marketing helping the customer find what they are looking out for by creating visibility of their offering and services (i.e.) creating brand visibility.
Both traditional marketing and digital marketing have their own pros and cons, yet it is up to the business to decide which one would create a better impact for them. Stuck between choosing traditional or digital marketing methods and wondering which marketing strategy is right for your business? Let’s dive in to understand better.
Traditional Marketing Vs Digital Marketing:
The very first advantage of digital marketing is that it is cost effective and offers better ROI. SEO, Social Media, Content Marketing, PPC can be done in a comparatively lesser costing than TV ads, Radio Ads and Billboard.
The New Saying is that “what goes in social media stays in the Internet forever “, well digital marketing technique is highly effective to that of traditional marketing as it continues to grow your target audience over time. Though traditional marketing has its own pros, as it is impactful but at the same time it is not cost friendly and flexible.
Another big difference between traditional marketing and digital marketing is their audience reach to customers. Traditional Marketing is a great option to target local audiences.
Broadcasting on TV or playing an ad on the radio, distributing flyers and brochures to their potential customers at local level may be considered as a fruitful practice of traditional marketing whereas digital marketing on the other hand, can give a worldwide exposure to the brand, i.e. people all around the globe are informed about your offerings at a click of a button. Google Ads, running PPC campaigns, Social Media, SEO help in growing the brand’s visibility globally with less expenditure and better reach.
With Digital Marketing, ad targeting to a specific set of audience and demographics can be set owing to the demand and supply requirement. PPC and social media ads can be narrowed down to targeted audience on the basis of age, sex, demographic, interest etc. while a traditional marketing practice can reach to larger masses without any specific targeted crowd, whether they are interested or not in the services offered in forms of billboards and ads.
Customer Engagement and Buying Intent:
Another main factor differentiating between the traditional and digital method of marketing is the customer engagement and their buying intent. While traditional marketing involves more of a physical approach, digital marketing aims to spark a conversation via various digital mediums ensuring consistent approaching of new customers. It is an ongoing process with a cumulative effect whereas a traditional marketing involves approaches which are one-and-done.
Having said this, the buyer’s intent is the ultimate goal of all marketing practices as the end consumer is what brings in revenue to the offering. Digital Marketing helps you target those consumers by developing an interest to buy the product from your portal resulting in better conversion rates. Whereas, in traditional marketing, the target approach is huge and is scattered. You will also be marketing it to people who aren’t interested in your services as well, in this case, it becomes difficult to locate who the actual buyer is.
Digital Marketing methods can be tracked. The usage of analytics determines the CTR (Click Through Rate) of the targeted audience and also offers a preview on how effective the communication is. Measuring results is one of the important methods by which we can tweak the existing campaign for better exposure. A/B testing is possible which will help in deciding whether to optimize or rework on the strategy. Traditional Marketing on the other hand as it uses age old practices, it purely depends upon guesswork. There is no fixed audience to be targeted to and is very hard to track through which medium of communication did the buyer come from. This makes it hard to choose/differentiate between the performing and non performing channels.
As we see , the future is clearly Digital and it's time that business align with this strategically and definitely.