What makes digital marketing different from traditional marketing, and when should you use each? As old as marketing itself, the question of which marketing approach to take is always top of mind. Everything needed to know is listed below.
For the uninitiated, digital marketing is the practise of promoting products or services via digital mediums.
Anyone who spends any time on social media is familiar with digital marketing in the form of the various advertisements that pop up in one’s feed.
When we talk about “traditional marketing,” we’re referring to methods like newspaper ads and billboards. Imagine Don Draper from Mad Men coming up with concepts and scripts for Coca-TV Cola’s ads.
The advent of the internet in the 1990s rendered traditional marketing methods largely obsolete.
What are the major differences between Digital Marketing and Traditional Marketing?
One key distinction between digital and more conventional forms of advertising is the medium through which messages are delivered to consumers. Digital marketing, as opposed to traditional marketing, makes use of online and social media platforms.
Obviously, traditional marketing does not imply that it is obsolete. With the ever-increasing need to leave the digital world, traditional marketing continues to play a significant role in people’s lives.
Due to their enduring effects on your memory, the immersive experience of an effective television commercial and the tactile nature of a copy of Rolling Stone Magazine are just as important today as they were 20 years ago. In this way, you subconsciously form an emotional connection to their brand, which serves to keep them in your mind.
Similarly, digital marketing is as important as traditional marketing, if not more so. Digital marketing utilises all of your daily internet interactions to reach you.
If you are searching Google for vacation ideas for your next weekend getaway, you will likely see a Sky Scanner sponsored ad shortly thereafter.
Several hours of daily Internet usage is a normal part of most people’s daily lives. Digital marketing simply capitalises on this by deftly integrating marketing communications into every digital channel.
Which marketing strategy should you employ?
The secret to a successful marketing campaign is striking a balance between traditional and digital methods. Traditional marketing is the yang to digital marketing’s yin in 2020. Both play a significant role in a marketing strategy, but their impact is amplified when used together.
Apple is a prime example. The innovative and potent cinematography of their television commercials is well-known. Apple’s 1984 Super Bowl advertisement introducing Macintosh remains one of the greatest television advertisements of all time, more than two decades later. Apple, despite its legendary status, must adapt to the times and incorporate digital marketing into their strategy to avoid missing out on massive marketing opportunities.
Apple has expanded its digital marketing horizons in order to reach a larger and younger audience by creating video content specifically for Facebook and Instagram. Instead of simply reformatting their television advertisements, they filmed their campaigns as social-first videos, composing the shots with Facebook and Instagram in mind. The videos were created with specific target audiences in mind.
Therefore, Apple’s “Shot on iPhone” social media campaign, which encouraged people to share creative works made with the newest iPhone, was a smashing success. Perfectly trendy and Instagram-shareable content.
Pros and cons of Traditional Marketing
Despite its continued importance, traditional marketing is often overlooked by companies in light of the proliferation of social media. However, traditional forms of advertising are far from obsolete. It may be worth it to advertise your campaigns in print publications and on prime-time television if you have the means to do so.
Powerful and simple to grasp
For most people, seeing a visually arresting billboard or commercial on television is just another part of their daily routine. It’s simple to understand and enjoyable to read.
The longevity of printed advertising materials
Your advertisement in The New York Times will remain in the magazine until it is shredded. What this means is that if the buyer is a collector, they will be very happy.
Greater in impact
A person is more likely to remember something they saw in person as opposed to on their phone. Advertisements shown during the Super Bowl or in a store’s windows are more likely to leave an impression than those posted on Instagram, which users are likely to ignore after a few seconds.
It’s harder to gauge the success of campaigns.
Even though tools like brand trackers exist for evaluating the efficacy of traditional marketing initiatives, they pale in comparison to the digital marketing industry’s cutting-edge analytics software.
You probably can’t afford a four-page spread in Vogue if you’re a startup brand just starting out. Many commonplace types of advertising typically come at hefty price tags.
No face-to-face contact with the customer
In contrast to social media marketing, it’s difficult to gauge the response of your target audience.
Pros and cons of Digital Marketing
Traditional advertising may still have an effect, but it’s impossible to ignore the fact that we now live in the Internet Age. Approximately 57% of the world’s population are now online, as reported by ClickZ. People spend about 6 hours and 42 minutes per day online. Predictions indicate that by 2021, mobile will account for 73% of all e-commerce sales. That’s an unfathomably large window of opportunity for some ingenious online advertising.
Better opportunities for participation
You can actually see what people think about your brand and marketing efforts through channels like social media. You can tell you’re on the right track with your marketing if it’s been widely shared, liked, and commented on.
Incredibly simple to track the success of your campaigns
When compared to more traditional forms of advertising, digital marketing’s ability to be tracked in great detail has many advantages. With this information, your next marketing campaign will be informed by solid data rather than guesswork.
Enables intelligent targeting
So long as you have the means to zero in on a 29-year-old female writer who enjoys listening to Lizzo and chugging Guinness, you should be able to craft content that is perfectly tailored to her interests and needs.
Advertisements on digital platforms may Annoy some Users.
Consider the time you’re eagerly refreshing your Facebook feed in an effort to catch up with old friends from high school. Then, you’re confronted with the dreaded sponsored ad for a product or service related to the embarrassing condition you looked up on Google the night before. You’re more likely to develop a strong aversion to the brand that’s employing such sophisticated targeting techniques.
Not as Long-Lasting
Ads on Google, banners, promotional emails, and social media promotions are all examples of digital marketing tactics that may not be around for very long. Being immaterial, they are simple to disregard. If your potential customers scroll down the page or click to the next one, your ad will no longer be visible to them.
Continues to Develop over Time
There is a great deal to be taught if you want to maximise the effectiveness of your digital marketing campaigns. To get the most out of your marketing budget, you should hire a specialist for each channel. However, if you want to start promoting your business on social media, a grassroots approach is where you should focus your efforts. Browse our digital marketing strategy manual if you need some ideas.
Figure out what helps you best
In the end, both traditional and digital marketing have their advantages and disadvantages; the trick is to find the one that best suits your needs, given your available resources and your intended audience.
Baby Boomers and members of Generation X, who are more likely to own televisions and prefer to buy newspapers, are more receptive to advertisements via traditional marketing channels. But digital marketing is surprisingly appropriate for all ages, not just millennials and Gen Z; my grandma spends hours per week on Facebook, sharing Lad Bible videos and shopping online.
The moral of the story is that both digital and traditional marketing can be effective if you understand what your audience desires.