In the past, traditional marketing methods like newspapers, radios and television were the only norms of content distribution in which many thought would never change for years to come. But ever since the internet, Google and social media came to be, things have taken a mighty turn for the better when it comes to creating brand awareness to locals as well as internationals.
In the era where smartphones, tablets and social media are rampant, there is no denying the fact that digital marketing is king. But even in spite of its global reach and quickness, digital marketing does have its shortcomings as well.
In this article, we will try our best to highlight the yeas and nays of both forms of marketing to see if we can’t break the ice.
- Targets local audience
Radio, television and newspaper ads are a great source of marketing for locally-produced products and services. If for example, you own a book store and wish to tell everyone about it, then you can do so by handing out flyers to those who pass by your store. Or if you own a restaurant that’s about to open, you can generate hype by getting a local newspaper to print an ad about it or create a commercial of it for the radio/TV.
- Easier to comprehend
Older customers and consumers are highly familiar with this kind of marketing, making it apparently easier for them to understand. It makes sense since some older customers experience trouble operating the internet when making a purchase.
- Flyers can be read later and recycled
Unlike online ads, flyers and posters can be taken anywhere we want and read at any time, especially when there isn’t any internet connection. Apart from that, these materials can be kept for recycle and reuse.
By far the biggest pinch of traditional marketing revolves around its cost. Whether you’re printing flyers or doing commercials for radio/TV, the cost of doing all of those, are far more than that of digital marketing. This is can be damaging especially if you’re not aware whether your target audience is watching your ad or seeing your flyers.
- Difficult to Interact with Target Audience
Traditional marketing can only send flyers and radio/TV ads to their potential customers, but there is no guarantee that the latter will see read, view or see them. To make matters worse, there is no way to collect or analyze any feedback from potential customers on what they think of a brand’s product or service.
Digital marketing uses modern technology that makes it easier to acquire information about potential customers based on the information websites collect on visitors.
- Less Information
A simple one-dimensional ad on magazines, newspapers, flyers, posters and billboards isn’t enough to give much info about a brand and what they’re trying to sell. Websites on the other hand can provide an unlimited amount of information about a company in several web pages.
- It’s cost-effective
Social media, as shown in the image above is the most affordable marketing tactic in the world today. This means that with social media, small businesses can get 1000 potential customers exposed to its products and services in merely $2.5. And as you can see, direct mail and TV advertising cost $57 and $28 for the same kind of exposure. Plus there are hidden costs for print and mailing associated direct mail and price spikes during peak times for advertisements.
- Real-time results
Google and social media allow you to access and analyze user data right there and then. Using chat bots and the comments left behind by site visitors and on social media can help you construct a personalized campaign based on the needs of your target audience.
- It has a global reach
Thanks to the omnipresent powers of the internet, any small business can market their products and services to both local and international audiences. As long as you plan your digital marketing well, your site will be one of the top finds on the first page of Google.
- Intense Competition
Because digital marketing has been around for a while, a vast number of businesses have dirtied their hands with this method, making it tougher for new or small businesses to stand out from their larger competitors.
According to a report by Social Media Examiner, 64% of marketers devote over 6 hours of their time on social media marketing and 41% for 11 hours or more on a weekly basis. As you can see, there’s virtually no time for a break, unless you’re using a management tool such as Hootsuite, IFTTT, Buffer or Social Oomph.
- You can’t control things that go viral
Going viral rarely ever happens and that is something that no user or marketer can control once it gets rolling. If your campaign does end up going viral, it can give your brand great exposure. On the other hand, if someone gets a hold of your campaign early on and writes something negative about it, then that could end up going viral, which would be bad publicity for your brand.
And the Winner is…
Depends! Honestly, since both marketing formats have their ups and downs, the ball can fall in either one’s court. In the end, it’s all about picking the one that strongly presents your brand message to your target audience. Realistically, if you plan it right, you can utilize both traditional and digital marketing to increase your awareness.