Digital Marketing vs Traditional Marketing - what’s the way to go?
It’s true when they say that everything else in business depends upon marketing - no matter which industry you’re in. It’s a powerful force that helps brands drive awareness, sales, and overall growth. With competition constantly rising, marketing is becoming even more crucial for brands wanting to stay a head of their competitors.
Traditional marketing has been around for years because of its effectiveness, however, with today’s ever-growing online world - brands have now recognised the power of digital marketing strategies too.
While both digital and traditional marketing strategies are proven to help brands grow, the best thing to do is to work out which will give you the biggest return on investment. To help you make that decision, here are some of the pro’s and cons of each.
The pro’s and con’s of Traditional Marketing
Traditional marketing combines various offline marketing strategies that we encounter on a daily basis. This includes, print (magazines and newspapers), broadcast (TV and radio), direct mail, telemarketing, and billboards.
Let’s dive into some of traditional marketing’s main benefits:
It’s an easy way to reach local audiences
When brands are wanting to target local consumers, radio ads, direct mail, and other forms of traditional marketing are the most effective methods to use because of its direct link with locals.
Traditional marketing has a high and proven track record
Although digital marketing is growing, brands are still using traditional forms of marketing because it’s tried and tested, and has high success rates.
It’s familiar and easy to understand
If your target market includes older folk, traditional methods such as flyers, and tv ads are familiar forms of marketing that are easy to understand. Digital marketing strategies on the other hand, may not be sit well with older customers who aren’t familiar with online advertising.
Some of its con’s include:
Harder to reach targeted audiences
Traditional marketing methods lack the potential to target specific audiences that modern technology holds. For example, Facebook advertising can target audiences based on their interests and web activity, whereas focused targeting such as this is more difficult with traditional marketing methods.
Lack of timeliness
As opposed to digital marketing strategies, traditional forms of advertising don’t allow for speedy changes. Changing broadcast ads, newspaper ads, and even magazine ads require longer periods of production and distribution. Online marketing platforms however, such as Facebook, Instagram etc. can be updated and changed within a matter of minutes.
It can be more costly
Traditional strategies such as TV ads are usually more expensive than digital marketing methods. To produce such content can be costly, as well as buying ‘TV spots’ to distribute these commercials to truly benefit from this marketing strategy.
The pro's and con’s of Digital Marketing
Digital marketing on the otherhand, refers to any online marketing efforts or assets. Social media marketing, SEO, email and content marketing are all great forms of digital marketing. They are effective ways to introduce people to your company, and convince them to buy.
Here are some of its pros.
It allows for global reach
Traditional marketing may be better for local advertising, however digital wins in terms of global reach. There are little to no geographical barriers in digital marketing, allowing companies to grow not only locally, but globally too.
One of the biggest pros of digital marketing is its cost effectiveness. Its costs are low compared to traditional marketing strategies like television, banners, and radio.
It’s always on
The wonderful world of the internet never sleeps. So your online marketing campaigns have the ability to run 24/7, allowing for more reach and impressions.
It’s extremely low risk
In many forms of digital marketing such as email marketing, SEO, and social media campaigns, the CPA (cost per acquisition) are often low - much lower than traditional marketing strategies. Because of its’ low CPA, there’s less risk involved when investing in such marketing methods.
Increased ability to measure and collect data
One of the most beneficial aspects of digital marketing is its ability to measure audience behaviour and collect data that can help improve current and future campaigns.
It allows for faster responses
Digital campaigns allow marketers to track the success of ongoing campaigns, giving us the ability to quickly pick up on any issues, comments or trends we may need to respond to.
Other pro’s include its’ increased interactivity, and ability to boost brand awareness and exposure of products and services.
While there are many pro’s of digital marketing, it’s important to understand where its limitations lie to think about proactive solutions. Here are some con’s to be aware of.
Now that everyone has jumped on the digital bandwagon, almost every company out there has a web presence. This makes it harder for brands to stand out from the crowd, and grab their audience’s attention.
It poses the risk of public criticism and negative comments
With the internet being a public forum, having an online presence can result in customers publicly criticising your brand on your social platforms or websites. While it may pose this risk, it’s important to manage this by keeping on top of negative comments and responding appropriately.
It can consume a lot of time
According to Social Media Today, 60% of digital marketers spend at leat 6 hours per day on their digital marketing efforts. And about 1 in 3 digital marketers say that spend 11+ hours working online every day. It requires a lot of time and ongoing effort to ensure your investment in digital is working effectively.
Traditional or Digital Marketing?
As the world has transitioned into a heavily digital environment, many of us use online platforms almost - if not - everyday. This rise in digital makes it crucial for brands to invest in digital strategies. However, traditional marketing still has a place in today’s marketing world, with many companies utilising both traditional and digital marketing methods to spread their message.
To determine what ratio of traditional and digital marketing to use for your business, you’ll need to analyse your audience. Are they mostly online on social media platforms, or do they watch TV, or read newspapers instead? Learning these behaviours will help you determine where your marketing efforts should be directed, and how much you should invest in both traditional, and digital marketing.
It’s important to work with an agency that understands both sides of the coin to solve those limitations, and help your brand grow and thrive. Get in touch to learn more about how Blackdrop can help you.
For more insights on digital marketing, head to our Blackdrop Blog.