‘Marketing’ has always been a multifaceted activity – the objective is to get a product or service in front of the people it is designed to serve, and working towards this objective an intelligent marketer will determine which channels are going to be the most effective. As the public use of the internet has now grown to include nearly 4 Billion people, and all of the western world and a good part of the rest, and the explosion of mobile device usage then ‘Digital’ must loom large for any marketing approach. However, Television, Radio, Magazines and even paper Newspapers are still consumed, additionally purely locally based business can benefit from such old-fashioned techniques as ‘Flyers’ in letterboxes, and street signs. So, to determine which marketing channels, traditional marketing vs digital marketing are going to provide the best results you need to understand your market and business type very well indeed.
Traditional marketing has been in the business for quite some time — it’s even considered ancient by a number of marketers. But, does ancient mean it’s ineffective? No, but it doesn’t also mean that it’s as effective as it used to be. Traditional marketing is great when you’re trying to target a local audience. For example, you’re a dentist who had just set up a clinic and you won’t have any patients coming in regularly, so you hand flyers out to passers by and it works.
According to the Direct Marketing Association, 45% of consumers keep leaflets inside their drawers or pin them on the fridge. Now, 45% doesn’t sound much, but if you’re a local business just starting out and providing a product/service that has valuable potential, this should be enough to earn you a significant number of repeat clients.
Digital marketing, on the other hand, has blown up over the years. I mean, with social media and the internet of things being second nature these days, it’s pretty obvious why digital marketing fits into the equation. Unlike traditional marketing strategies, digital marketing doesn’t require a huge amount of funding. It’s cost-efficiency and budget-friendliness allows small businesses to somehow compete with larger enterprises. It’s a god-send for startups, really. Of course, only when it’s done right.
Another advantage of digital marketing is engagement. You can do social media posts, email marketing, forum posting, blogging. Anything that provides you with the opportunity to interact with their consumers. Traditional marketing doesn’t make time for that and that’s a deal-breaker. Businesses should be more focused on customer relationships these days because consumers decide based on how they’re treated more than the value of the product itself.
This form of marketing is also measurable. Time is money and businesses can’t afford to waste time unless they’re in it to get left behind. You can see which campaign gets the most number of responses, which ones don’t do well as the others, etc. You can decide to stick with what works or mix it up a beat, real time.
Now, mentioning all these things that make digital marketing better than traditional marketing doesn’t mean it’s easier. It’s not. You need to do extensive research, do a bit of experiment here and there. You also need to work with accurate data to make sure your campaigns succeed.
So marketing is not so much separated into Traditional Marketing vs Digital Marketing, but rather into what is going to work for your business. It is true that even for very local business social media is widely represented – so it makes sense to use social media tools to reach your market.
I think in very general terms traditional marketing vs digital marketing, in my opinion digital marketing is now the principal mode of marketing simply because of the raw numbers of consumption and usage-with access to the bulk of the global population in concentrated masses.