The fundamentals of marketing are still in place, but the methods have changed. Nowadays, there are two basic roads a marketer can follow: The traditional one, which has been around for some time, and the new digital one. The former refers to the promotion and advertising techniques as well as campaigns that involve tools like print ads, billboards, flyers, radio commercials, etc. The latter one is more related to online channels, including social media, search engines, email, websites, blogs, and other means of communication.
Dawn of the new marketing age
In recent years, new and innovative marketing tactics have overshadowed the traditional strategies; some companies have completely neglected the tools of the old, such as TV ads, for example. They strive to establish a strong online presence and utilize a variety of cost-effective tools across multiple channels. The main reason for this is that the digital marketing seems to be capable of reaching more people with a relatively small investment of time and money.
The internet is a level playing field where both startups and corporate giants compete for the same audience. Both have a chance to reap immense benefits from using high-impact strategies like content and viral marketing. The size of a budget is not as important as having a great game plan, crystal-clear vision, and stellar web design. Therefore, in terms of costs, traditional marketing does not even come close. Then again, we cannot declare a landslide victory of digital marketing just yet. The old school is still alive and kicking.
Digital as the new traditional
Let us discuss the digital surge first. People are spending more and more time online, while TV viewing is declining. On the internet, brands are able to target both international and local audiences and obtain unprecedented reach. Unlike in the case of traditional marketing, users have a high level of freedom to choose how and when they will receive your messages. This kind of interaction is way more convenient and satisfactory; online communication is a two-way street for the most part, and a consumer has a chance to get real value out of it.
However, to bring the maximum ROI, digital marketing efforts need to be aligned with an appropriate brand strategy and data-driven approach. There is a lot of spadework here because the campaigns must be tailored to specific demographics and segmented marketing world. The big data is the key to success, and modern tools are more than fit to harness it. So, make sure to conduct market research and figure out where and how your potential customers spend their internet time. That way, you can be where they are and speak in a voice they’ll understand.
Pros and cons of traditional marketing
There are still some advantages to using the traditional methods. First off, they are tried and tested, appealing to a large portion of the customers. Not everyone is a tech-savvy digital native, while most people understand and easily process the traditional marketing methods. What is more, it is a great way to reach local audiences ‒ with radio channels or mailbox flyers, for instance. You can also deliver hard copies of the material, which can be physically kept, emotionally perceived, and potentially revisited over and over again.
The main drawback, however, is the almost non-existent interaction between the recipient and the marketing medium. Hence, the customer experience may be less vivid and influential despite the physical material being more “real” to the brain. You are able to make the public aware of your existence, but what is next? Finally, even if you get your messages and brand assets in front of the people, it is still difficult to measure and monitor the results. How can you know whether the hefty investment was worth it?
The best of both worlds
Digital marketing may have stolen the show in recent years, but completely ditching the traditional tools is a risky proposition. Besides, it is not like traditional and digital marketing are opposing forces. They can and should work hand in hand to help you engage the audience and build their trust and loyalty. Such supplementary marketing methods are still highly effective. It all comes down to connecting with the people in the right place and at the right time, not just being trendy and hip. Therefore, weigh your options carefully, make informed decisions, and get the most bang for your buck.