Traditional Marketing Vs. Digital Marketing

The term marketing has typically been associated with the department of a business that creates jingles for commercials and makes a catchy slogan or a business logo. It is a term that has persisted in business for a long time but how a business manages it’s marketing strategies has evolved right along with the commerce market. With the growth of e-commerce industries and changes in consumer spending habits, marketing has come a long way from the days when you’d see your local realtor’s face on a bus stop. It is one of the most essential parts of the business. We’ve compiled an outline of Traditional Marketing vs. Digital Marketing for all the businesses out there trying to differentiate the two.

What Is Marketing?

So what exactly is marketing? Essentially it is the creation of visibility and awareness to consumers about your business. The end goal is that your message about your products or services ends up in front of someone who would potentially purchase it. Savvy business people will have an understanding of market trends and demographics and ensure top marketing plans and funding are in place.

social media marketing image

2019 Marketing Trends

We’re living in the most competitive market of our time with consumers having global access to products with competitive prices that could eliminate the competition with ease. Any business that doesn’t grow or assimilate will find it increasingly difficult to earn even their existing customers’ business. It is crucial for all businesses who want to stand out from their competition to capitalize on marketing.

You need to remain relevant by offering services and goods online. This can be an intimidating venture especially when you’ve never strayed outside of your regular business habits. 

The good news is that your customers will not be the only ones with a global reach. You’ll now have the ability to access thousands (or millions if you get good) of potential buyers. You have to use marketing strategies and methodologies that reach the growing population. While there is a percentage of people who do not use the internet, however, that number is small compared to the number who do.  

People who use the internet for their daily transactions is exponentially increasing and this is the market you want to target. Capturing their attention is crucial.

The Four P's Of Marketing

To break down the concept of marketing into neat segments, it consists of the 4 P’s: Product, Price, Promotion, and Place. In order to run a good marketing campaign, it should start with a good understanding of the product you’re attempting to sell.

  • Product
  • Price
  • Promotion
  • Place

Price is solely determined between supply and demand. How potential buyers come to know about your product or service is through promotion.

Any method that you use to promote the product will help it gain more visibility and exposure, some are more effective than others. Traditional marketing relies heavily on putting the product in front of the targeted audience at the right time and place; which means pricing has to be set to match what the market is paying.

Digital marketing, on the other hand, lets campaigns run in multiple locations and to various audiences.

Traditional Marketing

What Is Traditional Marketing?

Traditional marketing is what you’ve seen historically that led you to make buying decisions. It has been around since people first started selling goods and services.

There 5 different categories of traditional marketing that most people are aware of and interact with on a daily basis.

traditional marketing with print

Print Advertising

The first is good old fashioned print ads, this is either magazines or newspapers. Magazines target the expected reader with products that match the content so you’d expect a high fashion magazine to have beautifully laid out high-end furniture ads or fashion models in couture.

Broadcast Marketing

radio marketing

The next most popular form of traditional marketing is broadcast marketing, these are your TV or radio commercials. Radio marketing is popular for local businesses such as car dealerships or law offices, or fast food restaurants. An ad for a business that is several hours away from the driver of a vehicle wouldn’t make any sense.

Direct Mailer Marketing

Direct Mail marketing is still being used by some companies, this includes catalogs, postcards, or flyers that come in the mail to your home or business. This is used by many local realtors as a way to personalize their business outreach or you’d maybe see credit card companies making their no interest promises to consumers.

Telemarketing

Next, we have everyone’s favorite form of marketing, telesales when a complete stranger calls your home with a promise of a product or experience that will change your life. It is time-consuming and the outreach is limited to consumers who aren’t afraid of answering unknown numbers.

Out Of Home Advertising

out of home advertising

Finally, outdoor marketing campaigns such as lawn signs, billboards, and posters. These ads are incredibly limited because they’re dependent on traffic patterns, not on user’s likeliness to buy. You might see ads targeting consumers who need a quick fix for a problem such as an offer to pay cash for a home, or a local small business owner advertising their own roofing skills.

You need to remain relevant by offering services and goods online. This can be an intimidating venture especially when you’ve never strayed outside of your regular business habits. 

The good news is that your customers will not be the only ones with a global reach. You’ll now have the ability to access thousands (or millions if you get good) of potential buyers. You have to use marketing strategies and methodologies that reach the growing population. While there is a percentage of people who do not use the internet, however, that number is small compared to the number who do.  

People who use the internet for their daily transactions is exponentially increasing and this is the market you want to target. Capturing their attention is crucial.

The Downside Of Traditional Marketing

While traditional marketing will still have its place and still generate some business, it has downfalls aplenty. Consumers are not able to be interacted with directly, businesses have no control over timing and there is no way to truly capture your target audience.

When a billboard is posted on the side of a major road, the marketing is based on the hopes is that someone will see it and need the services, and have the time to write down the number or snap a pic of the ad before they zoom past it.

The majority of people seeing the ad will find it completely irrelevant if they take notice of it at all. Billboards are better suited for identifying nearby restaurants or locations of nearby businesses. In this instance, you are paying for impressions. 

It is costly, and not targeted enough to ensure you are achieving the proper audience. They’re still considered premium marketing space, but consider that drivers will be driving and passengers will be scrolling through the internet.

billboard advertising

Higher Cost Than Digital Marketing

Another downside to traditional marketing is the higher cost, there are limited customization options, and there aren’t any metrics that can be used to measure ROI. What this means, you will incur more cost and might not have a good return. The ad, if posted in a newspaper, for instance, will only be effective if it is seen by the target audience on the day it was published, and how often is that?

The ad, if posted in a newspaper, for instance, will only be effective if it is seen by the target audience on the day it was published, and how often is that? You’d only be aware of its effectiveness if you surveyed your customers directly to ask how they heard about you. If you want to reach them via newspaper again you will have to recreate and run a new ad campaign.

Television Advertising

television advertising

If you decide to do a television or radio ad campaign you have no way of knowing if your intended audience listened or watched the ad. In doing so you will have to run the ad several times, unfortunately increasing the costs even more. Also, consider that consumers basically just tolerate these forms of ads. A TV commercial is a forced viewing of your ad and the general consensus is that, unless you’re advertising a hilarious commercial during the super bowl, consumers are tuning out.

Digital Marketing

  • 80% of shoppers research online prior to purchasing
  • Google is responsible for 96% of mobile search traffic
  • Google is also responsible for 94% of total organic traffic
  • 60% of US adults use Facebook regularly
  • 94% of B2B marketers use LinkedIn
  • The average yield for email marketing is $44.25 per dollar
  • Utilizing blogs with videos can increase organic search results up to 157%

Not Convinced Yet?

  1. A video will be shared 1,200% more than using both links and text alone.
  2. 41% of clicks will go to the top 3 paid ads on a search result page! Ah, the good old Google Golden Triangle of clicks.

What Is Digital Marketing?

digital marketing and seo

Digital marketing or online marketing, as it is sometimes called, entails the marketing related work a business does through the internet or an electronic device such as a mobile phone. Digital marketing is utilized to advertise through many avenues of marketing online. This includes email marketing campaigns, social media campaigns, blogging, Google Ads campaigns, and overall online presence.

Print Vs. Digital Ads

This doesn’t mean that there is no use for print marketing because, depending on your product,  if done properly they can be very successful. However, consistency will be key or the print ad will fail to give the ROI businesses are needing. 

The most important consideration is the exorbitant cost of print ads. At a price point of upwards of $250,000 for one major magazine ad, this is a consideration that should not be taken lightly, or at all depending on what you’re selling.

It will lead to a higher cost per impression, and unknown ROI. When it comes to print ads, many businesses fail to understand how circulation stats are crucial. 

However substantial the circulation numbers might be, this number does not equal the number of readers who actually see the ads. This is partly due to people skipping through the advertisements and also that most magazines do not sell.

The Digital Era

website design and digital marketing

We are living in the digital and if you want your business to thrive or to boost your sales, you should start getting your feet wet in digital marketing. 

You may already be using digital ads at this point and if so increase your knowledge so that you can maximize your reach and make the money you want from your products. 

Using digital ads is more customizable, targeted and easily adjusted. Since magazines also offer digital editions, investing in a digital ad campaign with the same magazine would be more cost-effective. Print ads would cost about 98% more than digital ads to run the same campaign. 

With the digital ads, you can modify and edit them according to the region, targeted audience, as well as update the promotions and calls to action. Rather than relying on the right consumer to be in the right place in the right time, you identify the right interests, location, and volume of consumers you want to reach and Google will show your ad to them.

Creating Digital Ads

When an ad is created it can be evaluated 2 different ways, either through cost per impressions or through cost per clicks. Cost per impression is when you’re paying per users who will see the ad.

This is typically done in volumes of 1000 so it can also sometimes be called cost per thousand impressions (CPM). Cost per click campaigns will cost you only when, like the description states, it actually gets clicked on by a user.  Therefore, you are not paying for the impressions but rather when they click your ad and go to your site. 

A popular digital marketing channel is Google Ads.These online advertisements are going to get you the best value for your buck because you can pay only for what you’re using. 

image of Google Ads

If you are a business with a limited budget and want to increase your chances of success, digital marketing may be your best bet. Google Ads also has various types of campaigns that can be run, for instance, text ads, video ads or shopping ads. 

Social Media Marketing

Using social media marketing is a great way to boost brand image. Referring back to stats you can recall that 60% of adults use Facebook regularly.

While a consumer is making a decision on whether to buy, they may want to invest some time in making sure that your site or business is going to deliver as promised. If you don’t have a robust website which is an instant trust builder then the user may go to your Facebook page or Instagram account to see what content you’ve posted and to review user comments.

Using social media as a means of marketing allows marketers to forward posts from one outlet to the next, directing consumers to other channels. Having various social media platforms allows a company to reach different consumers based on their social preference. Social media marketing also allows for different creative campaigns than print.

You would have the options to have videos, music, and other mobile graphics that attract younger audiences.

If you decide to use social media marketing to increase your customer bases, you could do it yourself or hire a reputable digital marketing firm such as Blue Water Marketing to take of it for you.

If you aren’t interested in becoming super tech savvy or investing a ton of time watching your own campaigns, then consider paying someone else to do it for you. If you’ve moved from the traditional marketing methods you might be seeing some new room in the budget for this.

Utilizing experienced companies will help you to get that higher return on investment. Consider your budget and potential outreach and in many cases, you’ll find that outsourcing the more tedious parts of online marketing is your best bet.

Social Media Communication

digital marketing and seo

Another benefit to social media marketing is the ability to communicate and interact with consumers. Sites like Instagram, Facebook, and Snapchat allow for direct messaging between consumer and company representative privately, but more immediately. It enables for interaction between companies and consumers on the message board, making it easier to answer questions and address concerns in real time. 

This is a newer digital marketing avenue lets people write reviews and sing praises about your company or product but it also welcomes negative reviews and comments unrelated to your business. Think of that as what would be graffiti on the wall of a traditional brick and mortar buildings.

The Digital Marketing Wrap-Up!

Traditional marketing isn’t going away just yet and there will always be benefits to utilizing those methods over others. Even changes in consumer viewing and listening, TV and radio aren’t going away.

However, to be successful in today’s expansive global market, you’ve got to grow with your consumer’s patterns. Use any or all of the resources available to access the right customers for your product. Use email marketing, social media marketing, and web marketing to capture a broader audience and actively increase your sales.

Furthermore, if you aren’t confident about how to execute these successful ads, or if your time is better utilized on other parts of your business, then look into a company like Blue Water Marketing who can eliminate the guesswork for you in digital marketing.

With online spending in the $100 billion dollar range, you need to get in there and start funneling the consumer dollars towards your business using the right tools.

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Chris Marrano

Chris Marrano

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Our digital marketing strategy is built on the foundation of driving measurable results. We take a full-circle approach to online marketing with a focus on increasing conversions, repeat traffic and generating greater brand loyalty.

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