Traditional Marketing Versus Digital Marketing

January 19, 2022

You need to know what marketing means. It helps to  understand the differences between traditional and digital marketing


Many people confuse marketing with advertising. There is a connection between them, but they are distinct areas.


Advertising seeks to build a solid brand image by selling products or services. Marketing is the strategy for the entire sales process. It is also the relationship between the consumer and the company.


Digital marketing has grown among companies of all sizes and segments. It is already one of its main differences from traditional marketing. Small companies can invest in digital marketing and compete with large companies.


Let's emphasize that digital marketing is still marketing. The principles are the same, only adapted to the online universe.


Now, let's talk about the main differences between Traditional Marketing and Digital Marketing:


1) Interactivity: One-way x Two-way Communication


The phrase "digital marketing" arose in the wake of the Internet's widespread adoption. At that time, the difference between digital and traditional marketing was minimal. Both consisted in promoting a brand.


But that was the problem: There was no interaction between the company and the consumer. Communication was unilateral. Even today, this is an issue in traditional marketing.


If you deal with Digital Marketing Companies, you will see the difference. Digital Marketing provides quick communication between consumers and companies.


Both can use through Slack, Skype, or another Online Messenger service. Digital Marketing has improved the way companies communicate with their consumers. Isn't that great?


2) Geographic limitation vs. Global Reach


You must decide what is better for you now. You can limit the spread of your brand or have your brand reach spread globally.


Some businesses use limited marketing like offline campaigns. They distribute billboards, flyers, magazines, or newspapers. These Marketing Strategies make companies suffer from geographical limitations.


The reach through traditional channels is smaller than what the Internet can provide. TV is an exception. Higher costs and qualified segmentation of these media may turn things even harder.


But, there are no boundaries with the internet. What you disclose in the virtual world will be available for the whole world to see, share and engage with.


3) Fast communication x Slower communication


Here you will see the difference. Traditional Marketing gives time to think about strategies. You can start all over again if needed.


On the Internet, the return from the audience is much faster. It works at the speed of a click. The access to real-time data helps measure the results of campaigns. It makes possible any adjustments.


These adjustments would take much longer to detect. It would not be as precise as traditional marketing.


Social Media is a good example. If you use them a lot, you know that people's complaints can spread and get out of control. A company needs to take action before it is late.


That is why you must watch mentions of your brand at all times, including on weekends and holidays.


Social media tools can alert you when someone mentions your business on any website.


4) Quality x Quantity


Every online and offline campaign must have a target audience. For the message to reach the consumer , it is necessary to define the profile of the people you want to reach.


If you run Ads on billboards, radio, or TV, you may find it difficult to measure their quality. In other words, the campaign affected the percentage of the target audience.


Let's give an example. An Ad to sell sanitary pads targets the female audience. They understand their benefits. In traditional media, we cannot measure who the campaign the reached. Do you see the difference?


Now review this process with me. In traditional marketing, planning a campaign takes more time. The risks are bigger. You must gather information from each medium, analyze them one by one, and decide which one to invest in.


You will see that this situation is different with digital marketing. Google AdWords enable tools that provide an accurate segmentation of your audience.


These companies have a rich database of their users. With this in mind, it is possible to identify and build the ideal audience profiles for your company. You can advertising to those who browsed your site through remarketing.


Do you think you have read all the differences and benefits? Here's more: It is also possible to measure results in real-time. Marketers can pause campaigns. They can make the necessary adjustments and generate better performance. It can avoid wasting resources on inefficient campaigns.


Please, don't get us wrong. We are not saying that traditional mass media are not relevant for promoting a company. Everything depends on the communication strategy, target audience, and budget available.


5) Informal language x Formal language


Look how things change. In digital marketing, it is normal for the customer on the computer to interact with the ad. They create a closer relationship between the company and the consumer.


This is how it used to be in traditional marketing. The interactivity between consumer and company made the communication more formal. They used long and explanatory sentences.


Thanks to the Internet, communication in traditional marketing has already changed a lot. The communication strategy used nowadays is much more personal and informal.


6) Measuring results in digital vs. traditional marketing


Here, we will talk about measuring results in a marketing campaign.  It is possible to calculate the audience that a particular TV commercial reached. Knowing how many people traditional media affects is very difficult with traditional media.


In digital marketing, it is possible to test the results of each of your online marketing actions. You can do it in real-time.


You can identify which campaign is generating more results. Also, the posts that received more visits.


You can see the time the consumer stays on your site before buying and the average buy ticket. Other various reports that analytical tools provide.


7) Better Cost-Benefit x Higher Investment and Risks


Again, we don't want you to think that we are discarding one of them to keep only the other.


Investing in digital marketing does not mean stopping investing in traditional marketing. The two mediums work in sync and can produce incredible results when used together.


Reinforcing traditional marketing with digital marketing brings positive results. By doing that, Sales can increase by up to 60% in one year.


Yet, this is real life. The costs of running commercials and printing for magazines and newspapers are high. Sponsored links and online ads. Of course, you have a higher risk when investing in an offline ad. You cannot change later for better results.


Besides, the amount of resources that digital marketing offers is greater. The targeting process is much more efficient. Also, the cost-benefit ratio is more attractive.


Conclusion


Investing in digital marketing does not mean stopping investing in offline media. Each one has a role within a company's marketing strategy.


Traditional marketing strategies are no more or less effective than digital marketing strategies. They are different ways to achieve your goals.


We conclude that the ideal marketing uses what is best available in the market. That way, they get the best performance.


Talking about the future, the tendency is for both to become one. Media like TVs, newspapers, and magazines are modernizing. They are adapting to the connected world.


There are projects for intelligent billboards. They change Ads according to the user who sees them and dynamic TV ads. Digital is beginning!


Do you have any other questions about what media your company should invest in? Contact us and we will get back to you with any information you need about Digital Marketing.


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