There are several methods a company can use to capture and captivate its audience’s attention. Marketing is one such method that is also an essential function in a corporation, as it allows to acquire customers’ engagement. There are two modes of marketing. First is traditional marketing, a classical marketing style, and another is digital marketing, a modern style of marketing. Both are exemplary, as they both have advantages and disadvantages. Traditional marketing has been in existence for years. On the other hand, the digital medium is a more recent entry into the world of marketing. Interestingly, since the emergence and expansion of digitalization, traditional vs digital marketing has become a topic of debate amongst marketeers.
Both traditional and digital marketing are significantly diverse from each other. Though they have a few similarities, these marketing methods are special in their functioning. Thus, deciding between both relies completely on the target audience and the companies that want to employ it. But before we delve into traditional vs digital marketing and discuss their similarities and differences, let us learn and understand a little about marketing and its purpose for a company.
What is Marketing, and What is its Purpose?
Marketing is the steps a company takes to attract an audience to its goods or services using high-quality methods of communication with its target audience. It strives to provide standalone worth for customers and opportunities through content, with the long-term objective of increasing brand loyalty, establishing product worth, and boosting sales.
Every company’s success greatly relies on the style of marketing strategy they employ, as marketing is present across all the phases of corporations, from start to finish. Companies must perform comprehensive research, understand their target audience well, create a comprehensive marketing and sales management plan and decide on the marketing channels judiciously.
Moreover, traditional marketing techniques may soon lose significance when assessing the constantly changing marketing dynamics and the elevated hardship of convincing customers to purchase a certain product or service. Technologically progressive marketing strategies can only fill this void.
Marketing concerns a company’s diverse factors, such as product expansion, promotion, sales, and delivery methods. The key objective of marketing is to get consumers engaged in the products or services of a firm. This transpires through market research, analysis and considering the interest of a company’s ideal clients and luring them through messaging, which would be helpful and educational to a company’s target audience. In turn, this would even allow companies to transform more leads into consumers.
Though it may appear unbelievable, the modern form of marketing started in the 1950s. It was the period when people began to use channels and platforms outside print media to advertise their goods and services. Then, as TVs and, soon, the internet made their way into the homes, the marketers could execute entire campaigns through multiple channels. This improved the importance of marketers tweaking how companies sell goods or services to consumers while honing their success.
Now that we understand what marketing is, we will touch upon two major marketing types: traditional marketing and digital marketing.
Traditional vs Digital Marketing
- What is Traditional Marketing?
Traditional marketing encloses the marketing strategies employed without using the internet. These methods have stood around for decades and are generally employed less frequently now. Nevertheless, they still have their strengths in this technologically advanced marketing world.
Typical traditional marketing techniques include:
- Directly mailed coupons, postcards, and information packages
- Radio or television commercials
- Magazine or newspaper advertisements
- Fliers and billboards
- Telephone calls or text messages
- What is Digital Marketing?
Digital Marketing is an all-inclusive term for the entire marketing strategy in which companies and brand endorsers reach their consumers through advertisements, emails, web applications, mobile applications, search engines, influencers, and paid promotions through social media. These techniques are not physical, so they cut back the inventory, transportation, and other connected expenses.
Social media has gained immense popularity over the past couple of years. Almost every company or brand has started advertising and broadcasting their products and services on various social media giants. Therefore, these techniques are growing globally, making marketing easier than traditional marketing methods.
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There are various differences yet similarities too when it comes to both these types of marketing. Let us delve into these and learn more about traditional vs digital marketing.
Differences Between Traditional Marketing and Digital Marketing
- Communication
When it comes to communication, marketing uses various methods to connect with its target audience or consumers. They try to reach the audience with their products and services to make them aware. In traditional marketing, this communication is one-way, meaning the company can not ascertain or get to know how well its product is being received.
On the other hand, in digital marketing, people can leave their views and thoughts regarding any product or service through comments on social media, reviews and ratings. This marketing method engages in two-way communication with its target audience, expands its relationship with the said audience, and grows its credibility. Therefore, companies can easily determine the consumer response to their goods and services.
- Tweaking of Advertisements
There can be a number of reasons why an advertisement needs amendment. But there lies a problem with the traditional method of advertising. Once the flyers and pamphlets are printed out and the billboards are up and running, there is immense difficulty in changing that advertisement. It is the same with the ads running on televisions and radios.
But digital marketing uses posts, videos, and online content, including hashtags. These are very easily editable, and any company or brand can make amendments to their already posted advertisement or broadcast. With just a few buttons, you can tweak your advertisement whenever you want per your company’s or brand’s needs.
- Engagement with Consumers
In a business, it is important to interact with your consumers to know the standing of your product in the eyes of the general audience. However, traditional marketing methods prevent any company or brand from directly engaging with its consumers and getting feedback on its products and services. They cannot also solve customer issues regarding their goods or services.
Digital marketing, on the other hand, brings in a whole team of customer care personnel who take up consumer queries and complaints regarding their products and services. This marketing type also allows the consumers to get to know the vision and morals of the company whose products and services they engage in through the companies’ websites and social media handles.
- Cost
Costing is the most important thing kept in mind while planning out an advertisement or broadcasting campaign. In traditional marketing, advertising and promotion costs are higher than in digital marketing. The cost of getting the flyers printed and mailing them, promotions printed in the newspaper and running the ads on TVs and radios can be costly.
But with digital marketing, the company or brand can send online promotions through mass emails, social media handles and their own websites to advertise their goods and services. Online promotions become profitable and cost-effective when the company does not have to bear the costs of buying the paper and stamps to mail out the advertisements or pay for running the ads.
- Reach
It is important to analyse whether your advertisements and broadcasts reach their target audience. This reach will help the companies and brands make the general audience aware of their goods and services. In traditional marketing, this reach becomes limited and reaches only the local audience.
But in digital marketing, this reach can be expanded globally. Millions of people across the globe can learn about any company’s or brand’s goods and services from any corner of the planet. Therefore, digital marketing puts a local company or brand on a global platform and helps them to reach out to millions of users daily anywhere on this earth.
Similarities Between Traditional Marketing and Digital Marketing
- They Both Share the Same Goal
Traditional and digital marketing share the same goal: to advertise a product or service to the target audience and make them aware of it. Both these marketing methods are there to promote and broadcast the goods and services offered by the companies and brands. The only difference is the medium through which the business or the brand chooses to advertise. Traditional marketing uses campaigns that are placed in physical spaces like markets and showrooms to promote the sale of a good or service.
Digital marketing, on the other hand, helps to create an online space to promote the same campaign. Even if you are choosing to digitally promote your business or brand, it is the same as promoting for a physical outlet. Although the means of marketing vary, the end goal remains identical.
- They Both Follow the Four Ps of Marketing
There are four Ps in marketing: Product, Price, Place, and Promotion. Both these types of marketing take into consideration these four Ps while advertising and broadcasting the products and services of the company. While the Product and Price are equally the same for traditional and digital marketing, it is not the same with the Place.
When it comes to Place, this is the space where the potential or existing consumers go to learn about your company or brand. It can be a website or a social media handle where the company constantly updates its goals and vision. The audience sees traditional and digital marketing based on the type of advertising the company or brand uses to promote its goods and services. The promotion of these goods and services, hence, leads to the public getting to know about the company’s or brand’s goods and services.
- Be Aware of the Latest Trends
It is very important for a company to remember the latest trends around them, like India winning an important match or a movie gaining immense popularity. Using these latest trends in advertising and promotion of goods and services helps the company and brand to connect with the general audience.
Both traditional and digital marketing must keep up with these trends while advertising through their marketing mediums. These trends will keep the consumers connected to the business or brand’s goods and services and help bring in more potential consumers. Whether a television ad or a video on Instagram, keeping up with the trends and using them in their ads will profit their business.
- Good Research and Analytical Skills
To employ traditional and digital marketing methods effectively, there needs to be a workforce with good analytical and research skills to keep up with the latest trends and get a thorough understanding of the potential consumers and target audience. This will ultimately help the companies and brands develop a suitable advertisement campaign to promote their goods and services.
These carefully structured and planned campaigns will help the companies and brands connect with the audience and cater to exactly what they expect or need from the products and services offered to them.
Conclusion
These differences and similarities between traditional and digital marketing help a business analyse what marketing method needs to be employed correctly. With a proper blend of both these marketing techniques, a company can achieve the success of their product or service at all times. Not just the company or brand but traditional vs digital marketing also helps the consumers and audience get to know more about the company and its products and services through multiple marketing channels.
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