To get directly to the point, the difference between traditional marketing and digital marketing is in the medium to which the audience received the marketing message. Traditional marketing uses the common media offline like newspaper ads, billboards, and flyers. Digital media utilizes digital formats like websites and social media.
Because it is traditional does not mean it is old-fashioned. This form is still very vital in marketing activities though highly supplemented by digital formats. The impact of a magazine ad is as important as a banner ad on the screen. People still retain the image in their memory. Since the internet is commonly used nowadays, the shift to a more digital form is the choice of businesses though some mom-and-pop businesses still cling to the traditional marketing strategies like pamphlets and posters.
Which strategy is better?
Finding the right balance between both strategies is the key to a successful marketing campaign. When used in unison, the advantages become far greater and better.
Let us get into specifics and find out the pros and cons of each strategy.
Traditional Marketing Pros and Con
Traditional marketing channels include:
- Outdoor ads
- TV and radio broadcasts
- Magazines, newspapers, etc.
- Catalogs or any direct mails
- Display windows and signs
Pros of this strategy:
- Impactful and easy to comprehend
- Printed marketing materials are more permanent
- Memorable to the receiver
Cons of this strategy:
- Difficult to measure and analyze
- This is often expensive
- No direct interaction with customers
Digital Marketing Pros and Cons
We are living in an internet world and many work with the internet for hours a day. A ClickZ study revealed that “Internet users now make up 57% of the global population. On average, people spend 6 hours and 42 minutes online each day. By 2021, a projected 73% of all eCommerce sales will come from mobile.” This mind-boggling internet time is a reason why digital marketing is being used as a strategy these days.
Digital marketing channels include:
- Social media platforms
- Content marketing
- Affiliate marketing
- Inbound marketing
- Email marketing
DIgital marketing pros:
- More options for engagement with customers and prospects
- Easy to measure because of data generated
- Makes targeting of market segment possible
Digital marketing cons:
- Digital ads seem to annoy some users
- Digital ads may not be permanent
- Digital arts need to evolve to be more attractive
What works for your business?
The two types of marketing can be used as a standalone campaign or in unison. However, what strategy to use depends on what the business requirement is and is suitable to the target audience.
Baby boomers and Gen-X people who are avid TV viewers as well as newspaper readers can very well appreciate traditional methods of marketing. The Millennial and Gen-Z audience can spend endless hours using the computer to shop and read articles about a product. Both can work for your business as long as you know who your audience is.
It is also vital to consider the budget for the strategy you want to apply. Although more expensive, traditional marketing may be more effective in line with community activities where there would be a large number of people. Posters can be printed and pamphlets made to be distributed during an event.
Digital marketing is called for in creating brand or product awareness. With a business website and SEO, the brand can reach as many people as possible with the least cost
As initially stated, a balance between the two strategies would benefit the business and make it grow faster towards ROI and profits.