Marketing can help you in maintaining relationships and connecting with the right audiences. These days, brands adopt different marketing and branding techniques to reach out to their audiences and create awareness about their products and services. No business can actually survive in the long-run without having an effective marketing strategy. Irrespective of the kind of business, it is crucial to have a marketing strategy and goals.
Marketing trends have evolved over the years, and as a result of the COVID-19 outbreak, we can see marketers and brands investing more in digital marketing and online advertisements. It has changed the way brands communicate and interact with their audiences. Traditional vs. digital marketing has been a topic of debate for a very long time. However, the sudden outbreak of COVID-19 showed how important it is to maintain a consistent digital communication for your brand.
The world is in the digital age. And COVID-19 has forced us to spend more and more time online. Even smaller businesses are leveraging social media and digital platforms now to promote their goods and services. Traditional vs. Digital Marketing is definitely a tough choice. However, with the global lockdown and businesses forced to shut down, there was no option for brands to adopt different digital marketing techniques.
Moreover, there are various benefits of online and digital marketing over traditional and conventional marketing methods. Be it a restaurant, clothing service, or an application development company, online marketing techniques will benefit you in various ways. Here are some of the benefits of digital marketing over conventional methods of marketing:
- It encourages open communication
One of the most significant benefits of digital platforms is that it provides a platform for an interactive form of marketing. Consumers can give reviews or send their feedback to the brands directly. It has become easier for brands and consumers to have communication directly. Brands can modify and adopt changes as per the consumer’s needs. However, in conventional methods, it was mostly unidirectional communication, and brands only used to communicate about their products and services. But now the audiences can actively participate and be a part of that communication.
- Global reach
In traditional marketing, companies are limited to local audiences and can only promote their products and services within a limited geography. However, the digital marketing world gives us access to target audiences globally. A company can advertise and market its products in the USA while sitting in India. One can also target a specific group of spectators in a very efficient and inexpensive manner. Therefore, we can say that digital platforms have opened the world for businesses to reach audiences globally.
- Inexpensive and powerful mode of communication
The difference is huge when we compare Facebook Ads, Google Ads with Newspaper Ads, and TVC. The cost of printing and distributing newspapers, and the cost of shooting and editing TVC is huge. However, the return-on-investment (ROI) will be comparatively low in this case. On the other hand, emails, Facebook ads, social media, live chat options are relatively inexpensive and very powerful than other mediums.
Not a huge percentage of the population will turn up after reading a newspaper. However, more people will engage if they participated in live chat with your staff. Marketing digitally is much cheaper with better ROIs. You can maintain connections with your audiences through emails and social media. They are highly useful in creating awareness for your brand and maintaining a great relationship with your viewers. However, the question of traditional vs. digital marketing should be based on your goals and marketing objectives.
- Real-time and accurate results
There are various methods to test traditional campaigns. However, the accuracy level is compromised in them. Also, you will have to wait for few weeks to get the results.
But digital platforms will provide you accurate and real-time results. You can always check everything in real-time. For example, the number of visitors, conversion rates, bounce rates. Digital marketing techniques will provide you with all this data and analytics. You can even make changes in your strategies by evaluating your performance or by analyzing your analytical report.
Measuring and monitoring the campaigns has become an easier task in this digital era. Marketers are now aware of the areas where there is a scope of improvement and what works best for their target audiences.
- Accurate targeting
In traditional marketing, you choose a particular newspaper or TV channel or area for distributing your pamphlets. However, you won’t be able to target a specific audience by using conventional marketing methods. You can target teenagers, adults, married individuals, or individuals of a particular age living within a particular country by using digital techniques. Therefore, you can actually focus on who you want to target. You can create campaigns and target your audiences in a much efficient manner using digital mediums of marketing.
- Better engagements
Conventional methods don’t provide you the opportunity to interact with your audiences. However, with digital and online marketing, you can interact with your target audiences. A company can respond to the customer queries and leverage these platforms to build their brand communications.
A brand needs to stay consistent and relevant in this competitive world. Otherwise, there are various websites with higher bounce rates. You should focus on maintaining a connection with your audiences and regularly post useful and engaging content.
- Easily shareable
It has become easier to share content with your like-minded people. For example, you can share this article by clicking on the command. However, if it were in printed format, the process would not have been that similar. Sharing with multiple users creates a multiplier effect and will eventually help improve the companies’ sales.
People watching Television shows are not interested in advertisements and often find them interruptive. The same goes for newspapers. A person buying a newspaper does not buy it for the ads filled in it. Various online platforms are ad-free, or one can also add an ad-blocker. Mostly digital promotions allow the customer to choose whether they would like to see it or not. YouTube ads are skippable; one can also ignore the search engine sponsored results.
Therefore, we can say that digital promotional techniques are non-intrusive and do not cause any disturbance to the individual. One can choose to ignore the Facebook sponsored post and continue browsing the feed. However, on Television, an individual doesn’t have the option to skip that 5-minute ad break.
- Brand image
In traditional vs. digital marketing, digital clearly wins when it comes to the development of the brand image. Various businesses and companies use social media and other digital platforms to build connections with their audiences and develop their brand image. With limited space and frequency in traditional methods, one would require huge amounts of money to build their brand. However, digital medium channels make it easier to create a stronger brand image. A well-organized website, blogs, social media channels, interactive emails will help even smaller businesses in building their brand image.
To conclude, Traditional vs. digital marketing, we can say that there are various benefits of digital promotional techniques. A brand should definitely adopt these techniques, especially in these tough times. Both methods are ideal ways to reach out to their audiences. Both have their own advantages and disadvantages. It is the time to focus on 360 marketing campaigns or create marketing mix according to your brand. Only digital promotions might work for some brands. However, for some brands, it will be essential to develop an interactive blend of traditional and digital platforms. Therefore, marketers should choose the medium, keeping their marketing objectives in mind.