In any type of business, marketing is essential for driving sales and growth. However, it is not enough that you allocate a marketing budget for your business. You must know where to spend it to get more bang for your buck.
There are various traditional and digital marketing approaches that you can take, and making this decision is not easy. In this article, we aim to give you more clarity on the advantages and disadvantages of digital marketing and traditional marketing. Learning this should help you gauge which marketing method is most suitable for your business.
What is Traditional Marketing?
Traditional marketing is the type of marketing which is not done online. Some of the most common forms of conventional marketing include:
- Print- This includes marketing through magazines and newspapers.
- Broadcast- Broadcast marketing comes in the form of TV and radio advertisements.
- Direct Mail- Marketing through direct mail includes sending of catalogues, brochures, postcards, and physical letters.
- Telephone- Telemarketing and SMS marketing are examples of this type of traditional marketing.
- Outdoor- Outdoor marketing usually involves billboard advertisements and distribution of flyers.
All these are tried and tested methods to reach your target market, which is why a lot of marketers still lean towards these approaches. Despite the rapid advancements in technology and innovation, traditional marketing tactics still play a fundamental role, especially in reaching and attracting local consumers.
What is Digital Marketing?
Inversely, digital marketing is the approach to marketing which is conducted online. Some types of digital marketing include social media advertisements, Pay-Per-Click (PPC) advertising, and email marketing.
As the world becomes increasingly digital, even the way you do marketing and business, in general, should transform to adapt to these changing times. Compared to traditional marketing, digital marketing is more cost-effective and time-saving.
Because digital marketing can connect your business with your target consumers anywhere in the world, it becomes an essential aspect of running a business.
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In fact, in a study by Bazaarvoice, it was shown that in-store shopping behaviour is influenced by online research, as 82% of smartphone users consult their phones before making a purchase in-store.
Which Route Should You Take?
Now that you know the critical differences between traditional marketing and digital marketing, the question remains: Should you go for traditional marketing or digital marketing?
While traditional marketing has been around for decades, there are a couple of disadvantages associated with this approach.
One is that there is little to no interaction with your target market in real-time. When a potential customer sees a billboard, the person can’t comment on it directly to inquire if it will be available in a nearby branch.
Also, traditional marketing methods are more expensive, and you won’t be able to edit or make changes once the marketing collateral has already been released. So, if you want to change the percentage of a discount, you will have to spend money again printing a new flyer. Furthermore, it is difficult to measure your reach and if you are reaching your target market.
Although traditional marketing remains relevant, especially in certain types of businesses, digital marketing can fill some of the gaps in offline marketing and has become a significant revenue driver.
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Around 50% of marketers believe digital marketing has an edge over traditional marketing because of the higher level of interaction with customers. Through digital marketing, you will have full control of your audience growth and see real-time results. With inbound marketing, customers find your business and not the other way around. Also, it is much more time-efficient, cheaper, and will allow you to reach customers globally.
Just like traditional marketing, digital marketing also has some disadvantages. One of these is that sites go down and every update on algorithms and social media platforms means a new learning curve for marketers. Learning and incorporating these constant changes into your current and future strategies may take some time out of your workday.
Combining Traditional Marketing and Digital Marketing
Traditional marketing and digital marketing each have pros and cons. The debate about which one is more effective is as old as time. However, in reality, business owners should not know which one to choose, but instead, learn how to incorporate both in an overall marketing strategy. Doing so will allow you to leverage the unique advantages of these two approaches.
At Verba Content, our content marketing specialists are experienced in both traditional marketing and digital marketing. You’ve probably heard the buzz phrase “Content is king”, so if you need compelling content that sells for your next marketing campaign, feel free to contact us so we can discuss your project.