Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of the target market at a profit. The ultimate goal of any form marketing is to meet the objective stated above. The channels used to target customer segments is the only perceivable difference between traditional and digital marketing. The channels used in the conventional form of marketing are billboards, print media, telemarketing, etc. On the other hand, the channels associated with digital marketing are websites, social media, pay-per-click advertising, email marketing, etc. No matter what the channels are, the ultimate objective of any form of marketing is the creation and the delivery of value.
ADVANTAGES OF TRADITIONAL MARKETING
1. IMPACTFUL AND EASY TO UNDERSTAND
Traditional marketing has a universal approach. Irrespective of the familiarity of the audience with the internet, everyone easily understands advertisements using conventional means. No prerequisites are needed to understand an ad on television or an ad on a billboard. They are clear and print a spot in the audience’s memory creating a big impact. Traditional marketing’s impact is long-lasting. Billboards are stationary and permanent and constantly remind the locals about the subject.
2. EASY TO TARGET LOCAL PEOPLE
Traditional marketing approaches are the best way to reach out to local people. To attract local people options like billboards are highly effective. A catchy billboard’s content lasts long in minds of the people around it. These also constantly remind the locals about the subject.
There is no doubt that social media and other channels of digital marketing can target more number of people but they are not as apt as the conventional ways to gather the attention of the local people.
3. REUSABILITY AND RECYCLABILITY
Materials like posters and flyers can be stored, reused and if needed recycled based on the necessity. One of the biggest advantages of hardcopies is that they can be used anytime and don’t need the internet for being read. Irrespective of the situation, whenever the people want, they can read the hardcopy.
ADVANTAGES OF DIGITAL MARKETING
1. EASY TO MEASURE CAMPAIGNS
In an era where everything is data-driven, many social media sites and digital marketing tools provide the option of analytics. These tools can be used to track how successful the campaigns are being executed and the marketer can easily determine if necessary changes have to be made. Traditional approaches don’t provide an accurate estimate of the effectiveness of the on-going campaign. Statistics and analytics are provided superior insights for taking appropriate decisions.
2. REACHING MORE NUMBER OF PEOPLE
Building a strong digital presence is the most effective way to get noticed by people. Today almost 75% of the world uses the internet and along with multiple social media sites, the digital domain is a space where there are many forums and groups where people of similar interests are present. Such groups are not only easy to target but are also a source of multiple potential customers. There are many agencies these days, that can develop a strong digital presence for businesses, click here to know about how OneDigiStore can be influential in developing a strong digital presence.
3. COST-EFFECTIVE AND HIGHER RETURNS
Digital marketing approaches are less expensive than their traditional counterparts. And if organic engagement for a business is enhanced, the expenses are reduced to a greater level. The king-pin of digital marketing approaches is email marketing. With a good email marketing campaign, the returns can be manifold. Returns even greater than 10 times are achievable.
4. MORE EFFECTIVE ENGAGEMENT
Traditional marketing might not provide a means to engage with the target audience effectively. But, digital marketing approaches can provide a good medium for engagement with customers. These days, substitutes are available for everything. It is easy for customers to switch to substitutes. Hence, active engagement of audience is a necessity to retain existing customers and develop a strong and loyal customer base.
Social media plays an important role in developing good engagement. Along with exposing businesses to new demographics, it positions the businesses positively in the people’s mind. Regular acknowledgement of comments and activities like sharing the posts help businesses in this regard.
THE RIGHT MIX
It is myopic for people to view that both traditional and digital marketing approaches can’t coexist together. Marketers should never forget that both the approaches have their significance and are important in their own right.
Many popular brands have made the mistake of ignoring one approach completely and had a tough time recovering from the loss. For example, traditional approach is more suitable to advertise about a sale in a local shop. Hence, irrespective of the advent of digitization, traditional marketing will never get obsolete.
As stated above, the objective of both the approaches is the same, so why not use them together in the right mix for better results.