Differences Between Traditional And Digital Marketing
In my previous article, I have talked about all that you need to know about Marketing functions in Digital Marketing. In this article, I want to look at some of the facts that you need to know about the differences between traditional and digital marketing. Follow me as we are going to look at that in this article.
Now that we have an overview of the digital marketing sphere, the buyer’s journey and how the two relate, let take a step back to think about new and traditional marketing and how strategies on both sides align and differ.
When talking about traditional marketing, what comes to your mind? Media that didn’t develop with the digital era, are most likely the ones considered as traditional and part of a traditional media strategy.
Traditional media, or old media, are often defined as the ‘established or traditional means of mass communication considered collectively, especially contrasted with newer means; specifically, media which are not interactive or do not involve the Internet’, according to the earliest definition found in the Public Opinion Quarterly in 1950.
Let’s see some examples that apply to a more modern period:
- Direct marketing: The method of promoting and selling directly to the end buyer from the manufacturer with no middle man or intermediary involved.
- Print: a form of advertising that uses physically printed media to reach consumers, business customers and prospects.
- Broadcast: Commercials aired on either television or radio, which are typically called spots. It’s also known as on-air advertising, and it’s the primary revenue generator for commercial television and radio stations.
- Referral: This is a method of promoting products or services to new customers through referrals, usual word of mouth. Such referrals often happen spontaneously.
Traditional marketing happens in traditional channels. Let’s see some examples that apply to a more modern period:
- Direct marketing: Mailing, flyers, coupons, brochures and other forms of print material distributed directly into the consumer’s hand. It also includes telesales and telemarketing, catalogues, field sales, promotional items.
- Print marketing: Ranges from posters, magazine ads, billboard coasters, that are distributed as a unique format but repeated through several mediums.
- Broadcast: Broadcast media involves using the airwaves to go from one emitting system to a receiving one. The broadcast includes Film, TV, product placement, program sponsorship, TV ads, cinema and radio.
Referral: Traditional word of mouth and public relations published on printed magazines fall under the definition of traditional referral. It can also translate into fidelity cards with vouchers, `discount for sponsorship or collaboration between two stores via placement of poster or business cards in the store directly’.
Digital and traditional marketing, new and old media, don’t work separately. Actually they can be very complimentary and can be used with the flexibility to achieve marketing goals.
If we look at the slides, we can see how some of these relationships work, lets take the example of Mary again:
- Mary is watching TV when an ad comes on about hair conditioner she bought, prompting her to Tweet the company after seeing their Twitter handle at the end of the commercial.
- After seeing this ad and remembering her experience with the product, Mary goes online, on desktop and mobile, Tweets and visits their website to see what’s new.
- She goes onto the website and there is a banner using the same commercial she just saw on TV, expanding on the message and content and tells her that the founder of the hair product company will be interviewed.
- Mary tunes in and watches the interview later that day.
- She also wants to find a store to talk, with a member of staff, about the product and problems she has had.
- She goes into the store with all the previous information and experience and buys a product. At the cashier’s desk, she notices a poster mentioning the brand’s presence on Facebook and the event and promotion they post there.
- She takes out her phone and decides to follow them on Facebook and read/watch some of their content.
This quick example shows how digital and traditional marketing work together to bring the buyer through the funnel by taking them by the hand and multiplying the brand experience across media. This repetition and resonance makes a company even more relevant as it is present online but also offline, on billboard, posters, TV, magazines, etc. Traditional media, due to its importance, cost, and reach, can compliment digital strategy by bringing legitimacy to products and brands that become part of the familiar scope
Now your take on this article…
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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