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Digital Marketing Vs Traditional Marketing

Marketing always has been an important strategy for businesses and it contains numerous effective tools to channelize in the right direction. Traditional marketing has been the prime method for many years and these days digital marketing is overpowering and surpassing all the other forms of marketing for companies.

From the day advertisement has been originated in people’s mind, it has been carried out through traditional medium only. Many aspects of traditional marketing include touchable items such as business cards, print ads in newspapers and magazines. It also includes posters, commercials on TV and radio, billboards and brochures. Referral networking through meetings can also be considered under traditional. All such mediums have been used for years and years to create brand awareness and target the local audience. People are habituated to traditional marketing. Finding ads in magazines and newspapers, or reading billboards are still familiar activities and people still follow them all the time. The results could be of either side, but can’t be tracked. The biggest drawback is it’s static, and couldn’t be connected with audience directly

Digital marketing keeps on evolving as long as technology goes forward with time. Digital marketing includes things like websites, social media mentions, YouTube videos, and banner ads and many more. It’s almost is similar to traditional advertising, but using digital devices & platforms. Nevertheless, digital marketing is regarded as a form of inbound marketing and its aim is for people to find you. The ads can be in form of texts, images or videos however the target audience can be individuals who are looking for such content or solutions, and not anyone who is on the current digital channel. This is very different then traditional channels that carpet bomb the entire audience that it on its channel. Refined targeting combined with the power of user tracking and analytics makes digital marketing the most wanted method for today’s CMOs.

Traditional Advertising

  • Loose audience definition based on people who are accessible by the advertising medium and the content served by them.
  • Limited to the geography where the medium operates.
  • Carpet bombing of audience that is currently viewing the medium.
  • Return on investments through wide reach and top of mind recall.
     
  • Audience engagement is indirect,

     
  • Website traffic is not directly possible. Traditional mediums can provide a stimulus and hope the audience reacts by visiting the website. This cannot be measured too.
  • Local targeting with limited geographic reach is not possible. The advertisement gets carpet bombed to the entire audience of the particular advertising medium or publisher.
  • Sales cannot be achieved instantly for impulsive buys.
     
  • Behavior can’t be tracked
  • Tends to require a higher budget for proper execution.
  • Data and results require a post campaign survey to establish ROI.
  • Both are not possible instantly, require additional hooks for such responses.
     
  • Referrals are by word of mouth and tend to be on the lower side. There is no possibility of measuring this with traditional mediums.
     
  • KPI is largely limited to viewership and reach and measurement of ROI is not very accurate, tends to rely on post campaign surveys.
  • App Installs can be achieved through the stimulus - reaction route and can be measured too with marketing innovation, but the budgets involved are considerably higher.

Digital Advertising

  • Precise target audience definition based on age, gender, location, demographics, behaviours, interest and place of work.
  • No Geographical boundaries.
     
  • Campaigns are viewed only by the audiences defined.
  • Return on Investment through instant actions, wide reach and top of mind recall.
     
  • Direct audience engagement through social media can be enabled with the new phenomena of likes, follows, comments and reviews.
  • Website traffic can be achieved through digital campaigns thereby increasing visits to your web properties. This again another key metric that can be accurately measured.
  • Local targeting only to one’s limited geographic reach is possible, e.g. a store in a particular area can reach out to audience residing near by.
     
  • Local targeting only to one’s limited geographic reach is possible, e.g. a store in a particular area can reach out to audience residing near by.
  • Audience behavior can be tracked
  • Budget agnostic, can also be done with small scale budgets
  • Data & results can be recorded easily through toolsets, instantly.
  • Lead generation and data capture is possible simultaneously with the advertisement
     
  • Social media allows the target audience to refer the marketing message to friends and contacts through social sharing, which can be measured and is a key metric.
  • Return on Investment can be measured instantly with multiple KPIs and tends to be largely accurate.
     
  • App Installs, another phenomenon can be achieved instantly, with precise targeting and detailed analytics and with customised budgets which may not be necessarily high.
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