In recent years, thanks to the internet, digital marketing has become an important part of any business’s marketing strategy. But more traditional methods can still be powerful tools for growth when used properly.
When designing your marketing strategy, it therefore helps to have a good understanding of the differences between digital marketing vs traditional marketing methods.
What Is Digital Marketing?
Digital marketing uses online and other digital methods to communicate with a chosen demographic of potential customers. It involves using online platforms to promote a company’s goods or services. You can also use digital marketing to promote your content if you run a blog or other website. Digital marketing is important for all kinds of businesses.
Digital marketing channels include:
- Social media including Facebook, Instagram, YouTube, LinkedIn, and Pinterest
- Websites and blogs
- Affiliate marketing
- Search engine marketing
- Content marketing
- Pay-Per-Click advertising
Successful digital marketing tends to be very targeted and focuses on maximising conversion rates. This makes digital marketing more economical for smaller companies than traditional techniques. It’s possible to achieve better results with digital marketing and for lower upfront costs.
Advantages of Digital Marketing
One of the most powerful aspects of digital marketing is its ability to create real-time engagement with a target demographic. Marketers can interact with potential and existing clients or readers to build trust in their brand and drive sales.
Digital marketing allows you to study a whole range of metrics to know whether the campaign is reaching its target audience and whether it’s having its desired effect. Armed with this information, you can then fine-tune future campaigns to make best use of your resources.
Digital marketing usually costs less than traditional methods. Even with a small investment, a good digital marketing campaign can still have a significant impact on sales.
Digital marketing can more accurately target specific demographics. This relates back to the metrics. The real-time collection of user information allows you to know exactly where and how your target audience is interacting with a particular platform so you can tailor your strategy accordingly.
Disadvantages of Digital Marketing
When somebody sees a quick advert flash up on their search engine or social media, it’s a fleeting experience that may hardly register with the viewer. It’s also easier for customers to ignore digital marketing attempts, simply by scrolling past a post or deleting an email.
Rapidly Evolving Market
The digital space evolves at a much faster rate than traditional types of media. This means it can be difficult and time-consuming to keep up with the latest trends and consumer habits.
Every platform is unique. It takes time to acquire the knowledge and develop the skills to market effectively across different digital platforms.
What Is Traditional Marketing?
Traditional marketing uses print, magazine, and broadcast media to promote a business’s products or services. It tends to involve much larger scale campaigns than digital marketing and often aims to completely saturate the audience with their messaging.
Traditional marketing channels include:
- Billboards and outdoor posters
- Broadcast media including newspapers, magazines, radio, and television
- Telemarketing including text messages and direct cold calling
- Posters, window displays, and other signage
- Direct mailing including catalogues, flyers, and other informational content
Advantages of Traditional Marketing
Dominant Presence on the High Street
Traditional marketing methods, especially broadcast media and billboards, are impactful, easy to understand, and tend to be very memorable.
Printed materials, including posters and billboards, have a permanence that digital media doesn’t. When you deliver catalogues or flyers, the target demographic can refer to it again and again.
Seeing something in a physical form is easier to remember than a message on a screen. For example, a beautifully curated window display is far more memorable than a pop-up ad.
Disadvantages of Traditional Marketing
It’s hard to measure the impact of traditional marketing campaigns. While it’s possible to track the impact on sales, it’s difficult to collect any specific metrics with traditional marketing techniques. In other words, without asking your customers or readers where they first heard about you, you can’t be sure whether or not your marketing efforts are effective.
A traditional marketing campaign can be expensive. There are also more logistics involved in executing a traditional marketing campaign. In addition to creating and printing materials, a business also needs to distribute them. For many small to medium-sized businesses, the level of cost and effort involved makes a traditional marketing campaign a poor business decision.
Unsuitable for Many Online Businesses
If you’re running an online business, investing time and money in a traditional marketing campaign might not make sense. Given your potential customers are internet users, you’re more likely to see better results with a digital marketing campaign.
Digital Marketing vs Traditional Marketing – A Comparison
The fundamental difference between traditional marketing and digital marketing is the media used. Traditional marketing relies on newspapers, television, and radio, whereas digital marketing uses platforms such as Google, Facebook, YouTube, and Instagram. In many ways, digital platforms have replaced older media and play a far more important role in the life of most consumers, particularly younger demographics.
Using Digital Marketing to Target Your Specific Audience
One of the reasons digital marketing is so powerful compared to its traditional counterpart is the scope of the audience it can connect with. It also offers you the ability to target your desired demographic directly. For example, you might have access to a couple of hundred TV channels depending on your provider. Compare this to Facebook or YouTube that have thousands of groups and channels. Many of these are highly specialised and appeal to a relatively small audience.
Digital marketers can use this to target audiences that have already gathered around a particular niche. For example, a camping equipment company could seek out a sponsorship deal with a YouTube channel that creates camping equipment product review videos. The company selling camping equipment knows the audience is already interested in its niche and so are more likely to buy their products.
If the same company paid for television advertising, they might reach more people. But it’s not guaranteed that those people are interested in buying camping equipment. For this reason, digital marketing is more targeted and can convert more of its demographic audience into sales when done properly.
Digital Marketing vs Traditional Marketing – Which Should You Use?
Digital marketing and traditional marketing both have their place in the world of business. But the most important thing for you to be aware of is what your target demographic prefers!
For instance, let’s say you’re setting up a marketing campaign that intends to target a younger demographic interested in the latest trends. In this case, a digital marketing campaign makes more sense. On the other hand, a campaign geared towards an older demographic will be better served by traditional marketing such as direct mail marketing. This is because this demographic tends to find traditional media more authoritative than social media platforms.
However, this raises a major issue – the cost! Traditional marketing campaigns are much more expensive to set up. So, for small to medium-sized companies, a digital approach is generally going to be the better option.
What About a Mixed Campaign?
Don’t forget to consider a mixed marketing campaign. Combining traditional and digital methods may be the magic formula for your business! For example, if you were managing a campaign for a local hairdresser, you could run Facebook marketing to target the local community. At the same time, you could also deliver printed promotional flyers to nearby households. This means there is a geographical component too. If you’re targeting on a local basis, traditional marketing can be very lucrative. If global is your goal, digital marketing is a must.
Large corporations with huge marketing budgets often use a mixed campaign to reach a wide audience. But smaller businesses need to be much more thoughtful about where they focus their limited resources. Budget might ultimately be the deciding factor when it comes to choosing a digital marketing strategy over a traditional one.
Carefully Consider Your Marketing Strategy
Always take the time to think about the most effective way to focus your marketing efforts. Especially as a small or medium-sized business, you want to use your time and money wisely to maximise your results. Keep your target audience and their preferences at the front of your mind. Use both digital and traditional marketing where appropriate. This is the most important takeaway:
Your marketing campaign should always reflect what your target demographic is looking for.
So, be adaptable and realistic in your approach!
When it comes to choosing between digital marketing vs traditional marketing, you need to step back and decide which is right for your specific business.