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DIGITAL MARKETING VERSUS TRADITIONAL MARKETING: WHICH ONE IS BETTER?

The rise of the digital age and the online revolution has brought a dramatic change into how we communicate and relate socially. Digital technologies have advanced our traditional and normal communication to another level! This has opened door for digital marketing as well as traditional marketing for businesses!

Traditional marketing is an age old medium used by businesses and organizations to promote their brand and offerings to their target market. Some of the traditional marketing mediums used are newspaper ads, flyers, brochures, billboards, radio ads, telemarketing and direct mail.

Digital marketing on the other hand is marketing and promotion of a business’s brand and offering using digital or online platforms. Digital platforms used in the promotion and marketing are search engines, social media, email, websites, blogs and mobile apps. The use of digital technology is highly influenced and enhanced by the increased usage of smart phones, ipads, laptops and desktops.

Well, digital marketing versus traditional marketing, which one is better?

The comparative analysis between digital marketing and traditional marketing is always a tough one. Nonetheless, we want to look at the issue of digital marketing vs. traditional marketing on six main important grounds:

  • Market Tailoring
  • Accessibility
  • Lead Generation
  • Audience Engagement
  • Cost Efficiency
  • Measurability

Market Tailoring

One of the principles of successful marketing strategy is market tailoring or segmentation. By differentiating yourself through a competitive advantage and then specializing, you can tailor or segment your offerings to a specific or target group of market.

By using traditional marketing you can tailor your promotion to a specific audience locally. You can deliver print media, broadcast ads or telemarketing ads to a specific market group locally. A print media for instance can deliver your business information to the local people once you just post them in the neighborhood.

Digital marketing on the hand can tailor your promotion to both local and international audience. You use either paid or free promotional methods to promote your brand and offering to local people or international market using digital platforms such as social media, e-mail and search engines.

Accessibility

It’s not enough to just distribute information. You also want to be sure whether your target market will be able to assess your information and respond to it accordingly.

The print media, broadcast media, direct mail and telemarketing have been the known traditional mediums to enhance information accessibility. Nonetheless, the information age and busyness of people have really reduced the level of accessibility of traditionally marketing information as compared to the past.

So what about digital marketing? Digital marketing makes marketing information accessible to your target by putting that information in digital platforms where they linger and stay around. The more the information is being shared, the more that information can go viral and be easily by the entire target market.

Audience Engagement

Communication is a two way affair. One person talks, the other person listens and responds back. Marketing is not different from this. Marketing is simply a business communication between a businesses a target market. That communication is thus expected to be two way for it to be effective!

Digital marketing versus traditional marketing: which is more effective in this category? Well, in traditional marketing the communication is just one way. Print ads are posted in the neighborhood, radio ads are announced and flyers are shared. This way does not really make traditional marketing effective.

Digital marketing on the other hand helps to have a two way communication. You create a blog or video post and share it on social media platforms. With the help of social platform communication buttons such as like, share and comment, you can immediately get feedback from your target customers so that you can re-strategize your marketing strategy.

Lead Generation

The whole essence of marketing is to two main things: promote the brand and generate leads. As simple as that! The effectiveness of the marketing strategy must then be measured by the rate of brand exposure, lead generation and the lead conversion rate.

In traditional marketing, marketers focus on promoting ads and their products. Whereas in digital marketing, marketers focus on promoting valuable contents that will genuinely help their target market! By doing so, they build trust with their target market which culminate in leads. A survey by Your Digital Resource noted that “Good news is digital marketing generated three times as many leads as traditional marketing, but on average costs 62% less.”

Measurability

The management consultant Peter Drucker said that if you cannot measure it, then you can’t manage it. Well, that means marketing communications management must be enhanced by accurate figures and data.

The problem with traditional marketing is that it difficult to measure it and sometime it cannot be measured at all. It is very hard to measure the number of people who heard your ad that was advertised on the radio.

But with your website and Google Analytics, you can know the number of site views per day, per week and per month. This will help you to strategize and manage your marketing communications effectively.

Cost Efficiency

Digital marketing versus traditional marketing: which one is cost efficient? The goal of every business is to minimize costs and to maximize costs. That means to invest in the most cost efficient method and generated the expected results. Generally speaking, traditional marketing is more expensive than digital marketing.

Conclusion

When you do the analysis, you will realize that digital marketing is more beneficial for business marketing than traditional marketing. However, the best marketing strategy is to adopt the two mediums and then use the traditional marketing to support the digital marketing so as to achieve the marketing goals of the business.

Where is your business now? Are you planning on using digital marketing to build your brand and advance your marketing activities? What are your comments concerning this post: “digital marketing versus traditional marketing: which one is better?” Share your comments below!

You can also Contact us (info@expandgh.com or +233548334499) to help develop a digital marketing strategy tailored to your unique business so we help make the most for your business!


THE SIX COMPONENTS OF DIGITAL MARKETING

The dramatic change from the industrial age to the high tech and information age has also changed the way we communicate and share information. Today, businesses all over the world can market and communicate with their customers all over the world with just a click of a button!

That’s the power of the digital age!

As the usage of internet, computer and smart phone rises, so business managers and business owners must find ways and means to tie up digital marketing to their traditional marketing. In doing this, business managers and business owners must know the six components of digital marketing:

  1. Content Marketing
  2. Social Media Marketing
  3. Search Engine Marketing
  4. E-Mail Marketing
  5. Mobile Marketing
  6. Online Advertising

Content Marketing

The first of the six components of digital marketing that businesses must engage in is content marketing. Content marketing is basically the process of creating valuable and relevant content on consistent basis to your target market in order to build to build your brand and your customer base. A great tool to use for content marketing is a blog!

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By blogging fresh contents consistently you will develop the reputation of being a thought leader and gain the attraction of your of target market. The contents on your blog on must also be consistent with your business brand and your customer’s values! Once the contents you create are congruent with your customer’s values, interests and desires, there will be an attraction!

Social Media Marketing

Social media has become the communication hub of the 21st century. The social media platforms such as Facebook, LinkedIn, Twitter, Youtube, Google Plus and others have become a place where people communicate and share information with each other! Thus, social media must be an integral part of a firm’s digital marketing program!

Image: Robotryst

The key is to find the platform where your target customers are and then stay there. You will have to research, plan, analyze and launch your social media campaign. The more consistent you are with your social media marketing, the more attention you grab and the more fans and lead you can make!

Search Engine Marketing     

Search Engine Marketing incorporates all your marketing strategies to optimize the search engine so that you can increase your ability to being found on the search engines. Search Engine Marketing is one of the ancient digital marketing strategies!

Image: Marketing Land

As you are consistent in creating valuable contents on your blog and applying the basic search engine optimization techniques, Google and other search engines will begin to index your site. You can do this organically or your also use search engine ads to rank at the top on searches related to your field.

E-Mail Marketing

E-Mail Marketing has since been one of the trusted and components means of marketing. The tradition way of doing this is direct marketing. But through the advent of email services providers, e-mail marketing has taken on another drive!

Image: Mitra Translations

What happens in e-mail is creating a pop-up or a subscriber list, then you magnetize it on your blog or website. People who subscribe to your blog become your leads. Through your email service provider, you can send those people automated emails, build relationships with them and sell your services or products to them!

Mobile Marketing

Mobile marketing is a generic term for all your marketing efforts using mobile phone. It comprises of SMS marketing, social media messenger marketing. The platforms used here are basically SMS or social media platforms like Facebook Messenger, whatsapp Messenger. Snap Chat or any other chatting medium!

Image: Analyst Consult

When you create valuable and useful content, you can make it viral by sharing the posts through your contents. You can engage the service of SMS service providers to send mass SMS to your target market. By so doing you can promote your brand and your offerings!

Online Advertising

Online advertising is the umbrella term for all your advertisement efforts on the internet. You can place your online ads on websites, search engines, social media platforms, mobile apps, email accounts, online marketplaces, forums, etc. Online advertisement draws traffic to your site, promote your brand, enable to generate leads and customers!

Image: Skytopper

If you are on the look out for digital marketing, above are the six components of digital marketing! Analyze them very well, study them carefully and settle on the best methods that can help you achieve your sales and marketing goals!

You may kindly share your comments below! We will happy to hear your concerns on the above post. If you also need some help to develop a strategic plan for your digital marketing needs, you can also contact Expand Ghana (email: info@expandgh.com or call +233 548334499) for assistance!


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