Businesses need to market their products and services to attract potential customers. Marketing also helps to build a company’s brand and identity among people. There are two primary forms of marketing and that is, traditional and digital methods.
The two methods aim at increasing a product’s exposure, but they differ in approach. Traditional marketing is a conventional form of marketing that utilizes offline means of advertising. Some of these conventional means include broadcast (Radio and TV), print media (newspapers and magazines), telephone (SMS marketing), mail (postcards), and outdoor advertising (billboards and fliers).
The digital market, also known as online marketing, is a way of promoting products through the internet. Digital marketing can be through social media, content, email, and affiliate marketing. Below is a comparison of traditional versus digital marketing:
1) Product Exposure
Traditional marketing exposes your products to non-internet users. Despite the technological shift, there are still people who do not use the internet. For example, a majority of the elderly population does not use the internet. In case you are selling anti-aging products, advertising on broadcasting channels, newspapers, and through letter mail will give your product more exposure compared to digital means.
On the other hand, digital marketing gives you the most publicity since a large percentage of the population uses the internet daily. The adoption of smart technology in gadgets like mobile phones makes it easier for online promotion methods to reach users.
Businesses are encouraged to have a well-established website and social media accounts, which increases engagement with prospective clients. Knowing how to successfully advertise on social media can significantly improve your sales. Social media ranks as one of the most effective forms of content marketing.
Internet advertising is by far the most cost-effective means of advertising compared to traditional marketing. An outstanding website undoubtedly requires less capital to set up. You only need to invest in web design, web hosting, SEO based content, and affiliate marketing. The measures above target search engine optimization, which is a cheap way of getting exposure and traffic to your website. Traditional means are the most expensive since you have to pay for content production as well as the advertising channel.
3) Level of Customer Engagement
The building of your brand depends on building lasting relationships with your customers. Digital marketing enables you to interact with your customers since they can reply with testimonials and rating on your website. You can also chat with clients through social media accounts, and handle any concerns or issues in real time. Traditional marketing offers little interaction between the customers and the marketing medium.
4) Measuring Results
Advertising through traditional channels cannot tell you if the marketing method was effective. You will not know if the brochures handed out or the advertisement on TV increased sales or not since one cannot measure its outcome. Unlike traditional marketing, digital advertising is measurable. This helps in accountability as it gives you a clear sight of the development rate and highlights the changes needed.