As much as you invest in creating a quality product or service, marketing is equally essential to your business’s success. Your excellent company can’t benefit anyone if the public isn’t aware of what you offer. The need for competitive marketing solutions raises the question: What are the advantages of traditional marketing vs. digital marketing techniques?
You don’t need to search any further for the answers. ELK Marketing breaks down the differences between traditional and digital marketing and how you can implement the best strategy for your establishment.
Difference Between Traditional vs Digital Marketing?
A top-notch marketing plan grabs the attention of your target audience, stirs demand, engages leads, and moves prospects smoothly through the purchase funnel. Polished marketing campaigns are essential in increasing revenue and growing your brand, so every company needs to consider traditional vs. digital marketing.
Digital marketing has exploded in recent years, but old-school techniques hang around. Some industries even swear by the effectiveness of traditional marketing and hesitate to ditch decades-old methods.
The line between digital marketing and traditional marketing is not as distinct as you might think. For instance, a traditional marketing approach conjures images of TV, print, and radio ads. Contemporary methods may bring to mind social media marketing campaigns and search engine optimization.
However, now that social media has existed for years, with its beginnings at the start of the millennium, and SEO has decades of advertising use, these marketing methodologies are becoming classics. You might even consider these strategies as “traditional digital marketing.”
Remember, too, that at one point, TV and radio — even the telegram — were technological marvels that advanced communication and marketing. Though TV and radio have modern digital formats, most people do not consider these modes part of the digital marketing approach.
Traditional marketing and digital marketing channels typically reference the difference between digital marketing vs. physical marketing or traditional marketing vs. online marketing.
As you overview traditional marketing vs. digital marketing, keep these points in mind:
- Traditional marketing refers to offline promotions and advertisements through physical or analog media.
- Digital marketing denotes any advertising and promotions on the internet or through online media.
- Multichannel marketing is a strategy to communicate the same message independently across various marketing channels.
- Omnichannel marketing is a marketing method that consolidates communication across multiple channels into a single platform.
Understanding the common distinction between traditional marketing vs. online marketing helps you communicate with your team, stakeholders, and vendors.
What Are Various Traditional Marketing & Digital Marketing Methods?
The answer to the differences in digital marketing vs. traditional marketing techniques lies in the distinction between traditional and digital media. The goals and tactics often parallel each other closely.
Digital Marketing Methods
A primary manner of promotion online is content marketing. Content marketing involves disseminating information through websites, blogs, infographics, newsletters, videos, and much more. Any time you publish material intending to draw attention to your brand, you’re engaging in content marketing.
Nearly all forms of marketing fall under the umbrella of content marketing. As a creator, you should discuss subjects that drive consumer awareness and motivate the audience to take some action or make a purchase.
SEO works in concert with digital content, especially text, to elevate an organization’s online materials to the top of targeted search results. Blog articles can’t just be useful information. You need to pepper your writings with common search terms. Search engine algorithms pick up on the relevancy of your word choice and put your web pages high on lists when consumers browse for related info.
If you don’t focus on getting excellent search results, it’s like having a beautiful billboard hidden behind a group of trees. The information is there, but no one can see it.
Social media tactics focus on attracting clients through platforms via posts of engaging messages, images, and videos. Email is another inexpensive method of spreading your message through promotional messages, drip campaigns, newsletters, and review requests.
Other digital approaches require a monetary investment. Influencer marketing (paying popular figures to promote your brand) is primarily an offshoot of social media marketing, where influencers have the most significant impact. You have to pay the influencer for the advertisement, though you may be able to compensate with free products instead of cash.
You can pay others to promote your site through affiliate commissions. A popular way to do so is by placing links on other websites. You track which buyers come to your site through links from different locations and pay a percentage to the original site when the referral leads to a purchase.
Pay-per-click advertising is still a valuable model. When viewers click on one of your ads on a site, the advertising system charges you a fee.
Traditional Marketing Methods
The traditional marketing vs. digital marketing debate might seem moot to some. Still, traditional marketing must be advantageous, or major corporations and nonprofit organizations wouldn’t continue to employ offline advertising. A classic example of conventional marketing is through print.
No one can deny that print advertising is slowing down, but this technique is one of the earliest manners of communicating information. The tactile experience of a periodical or impressive and repeated viewing of a billboard still makes a lasting impression.
Direct mail campaigns with physical catalogs, postcards, and fliers might be junk mail to many, but many businesses count on these means for putting their brands in consumers’ minds. You might be able to delete everything in your spam folder without seeing who the emails are from. On the contrary, if you crumple up and throw away a mailer after a glance, you’ve interacted with the promotion and seen a company’s logo.
Broadcasting through radio, TV, and movies is still in use. Live events with real-time results, such as sports, election results, and awards shows, draw the masses who keep their eyes and ears in rapt attention. While your phone might rely on digital technology more than ever, telemarketing is firmly a traditional marketing concept.
As you can see, traditional marketing vs. digital marketing practices are diverse and have varying approaches. Still, the goal remains the same — get eyeballs on your brand and encourage consumers to buy from you. Your only concern now is determining where to put your resources to get the best results from your marketing dollars and efforts.
How Do Digital & Traditional Marketing Match Up?
The only way to know which marketing strategies are best for your team is to stack traditional marketing vs. digital marketing and determine the advantages and disadvantages. Review a handful of categories for a comparison between traditional marketing and e-marketing.
Your first concern for marketing is usually your budget. In the battle of digital marketing vs. traditional, there is no contest. Digital marketing is much less expensive than traditional. You can start doing many online methods on your own.
The cost of designing and producing an ad, as well as the cost of airtime, can add up quickly with TV and radio. TV ads in prime time are the most expensive, with the price for a commercial during the largest sporting events running millions of dollars for only 30 seconds. Brief radio ads in major markets easily cost hundreds of dollars weekly.
Additionally, commercials on TV and radio require a certain level of production to stand out. Consumers can often distinguish a low-budget local ad from a high-class nationally produced spot. On the other hand, audiences can be much more forgiving with videos and audio on social media, video-sharing sites, and the web. The organic feel may even be endearing and bring the communication to the level of a personal conversation in the viewer’s mind.
Print publications require you to make a physical product to reach the same target audience size as you do with digital means. Paper, ink, and postage raise the price rather quickly. A billboard brings the same considerations on a massive scale to gain extensive reach in one location.
With internet marketing, creating a website or email campaign is comparatively cheap or even free. Of course, you’ll get what you pay for with marketing solutions, so an investment in software or an agency can reap outstanding benefits in the number of leads and conversions.
Digital comes out on top in this category of traditional marketing vs. digital marketing discussion. Once you mail an item or cut a promo, you won’t be able to change it quickly. Your best option with traditional marketing channels is to prepare different formats and messages ahead of time and hope for the best. If something falls flat with the public and brings an adverse reaction, you have to pull an item you spent a hefty investment in.
Digital is not without effort, but you can make adjustments quickly. If you need to change an ad or budget, you can modify content and see instant results.
Such customizability is especially useful when the economy shifts. Your high-margin activities can pivot when you need to adjust your ideal customer base. Digital marketing allows you to switch things up and capitalize on market highs and lows.
The infrastructure required to implement a digital marketing strategy is much less. Cost is not the only consideration for printing, mailing, and recording. Traditional marketing typically takes more time and work. If you’re not hiring employees to do the job, you’ll have to outsource to another group.
For example, telemarketing requires phones and trained workers to make calls. If you don’t have those resources, you can contract the work to another firm, but your level of control may be jeopardized.
Digital promotions rarely require more than a device connected to the internet and the correct software. Contrast email marketing with direct dialing. A single person can access a list of leads, create a sequence of messages and automate the delivery. Any business, no matter its resources, can implement digital processes.
The timing and turnaround of campaigns are crucial, making this element vital when reviewing digital and traditional marketing. A stunning message does no good if you’re too late. Communications must reach prospects when they have the budget and before they decide to work with your competitors.
Printing and mailing take time and leave you at the mercy of delivery services. Inclement weather and supply chain issues can easily disrupt getting a physical product in place in time for a campaign. A press release or ad for TV and radio requires coordination with media outlets and competing for slots with every other company that wants a promotion.
What took days to accomplish through traditional means you can complete in a matter of hours with digital marketing. Social media and videos on your site can share your response to recent news and communicate how you’ll respond to a situation. A blog post or website bulletin can alert your target audience faster than ever.
This category might seem to be a toss-up between the two — but only if your resources are limitless. Traditional marketing can potentially create a significant social impact in a moment. When millions join in to watch a championship sporting event, a hilarious or moving commercial becomes a point of interest for the community. However, the cost of having this type of reach is prohibitive for most organizations.
The reach of digital platforms is virtually limitless and arguably more personal. A tiny company can gain a global reach online. Even when a company desires to reach the masses through traditional means, the brand often desires to go viral with repeat viewings on video-sharing sites and social media.
Understanding that fact, some advertisers release such ads early and successfully create a winning campaign, resulting in more hype around the brand. In essence, the association of having a traditional ad during the event is more important than the time slot and viewership itself.
This mix of traditional and digital indicates that when it comes to traditional marketing vs. digital marketing, conventional methods are becoming more reliant on digital to have a sufficient impact.
Feedback & Tracking
Viewer and listener rating systems provide an idea of the reach of traditional media but are still only a rough approximation. The same holds for items like billboards and estimating traffic. Even when you can be sure how many people saw the message, you can hardly be certain which messages provoked a response.
Digital handily beats traditional marketing for understanding what works, when it works, and why it works. Data analytics provide instantaneous information on stats, such as the following:
- Open rates
- Conversion rates
Also, you can easily measure your performance against competitors. With the aforementioned flexibility and speed available in online marketing, you can compare various tactics in a short time and gain insights that help you confidently improve your strategies.
Engagement & Conversion
Consumers read print media with more concentration than digital formats. The permanence of the media, particularly print, can make the ad more memorable. The effort required to create print and analog media means that those messages can be more credible. Plus, since digital media is easily manipulated, some may view it as less reliable.
Despite that, the supposed credibility gap between digital marketing and traditional marketing is closing quickly. As successive generations grow up in cultures where electronic devices are the primary source of news and education, the bias against online media weakens. What becomes of greater concern to an audience is the publisher and content source. People may claim to trust physical documents more, but they rely on internet sources for the bulk of their content.
Add to this that virtual formats can create engagement with immediate response and reaction. Filling out a form in a magazine is not nearly as easy as auto-filling a form on a website. Payment can happen in one click online. Traditional media is static in comparison with digital. A billboard, TV, or radio message remains the same regardless of who views it. Online promotions become “choose-your-own-adventure” funnels that can bring market segments to information, products, and results tailored to their needs.
Digital wins the engagement argument by default, as old-school marketing cannot provide enough conclusive data to confirm what works. Even when traditional marketing leads to a conversion, digital methods are often the key to calculating the results.
This category is the be-all and end-all for your organization. The dollars you spend don’t matter when they can net you an exponential return on investment (ROI). The difficulty in tracking the results of traditional marketing means understanding its true ROI is nebulous and can be exaggerated by its adherents.
Digital marketing can give you a clear comprehension of your return on investment. The numbers show that the technique is much more efficient and effective, especially as the world goes virtual. Recent statistics bear this out as corporations invest more capital in digital marketing compared to dips in traditional media marketing.
When considering all factors for the digital and traditional marketing debate, digital comes out as the superior option. Online marketing has the advantages of:
- Less infrastructure
- Less time
- Less capital required
- Faster speed
- Higher visibility
- Enhanced tracking
- More impactful engagement
If you have to settle on one marketing strategy, digital is the way to go.
What Is the Future of Marketing?
As you review the debate between traditional marketing and digital marketing, digital has the advantage in most situations. Still, humans are tactile creatures, and the supposed disappearance of all physical forms of media does not appear to be happening any time soon. Also, there will always be a contingent of folks who prefer analog formats, whether for nostalgia or simple preference. Depending on your industry and business, traditional methods can be especially effective in capturing specific segments.
Another key consideration is that as more businesses gain an extensive online presence, the cost of effective marketing increases. A business that waits to embrace digital marketing increases opportunity costs and marketing expenses once it decides to plunge into online advertising. Intelligent companies start using and refining blended marketing strategies immediately.
The vital factor is that your marketing needs to reach your target audience in a manner that connects with them, makes them engage, and motivates them to react. Market segmentation requires crafting separate messages and varying techniques for the individual portions of your consumer base. To that end, you should blend your advertising and promotional campaigns with online and offline methods.
The question remains not so much one of traditional vs. digital marketing. Rather, you must discern how the two can complement each other using multichannel or omnichannel marketing.
All businesses should communicate with the market through multiple channels. Relying solely on one method leaves out a significant portion of potential clients, thereby restricting your reach.
For example, a website is a necessity, but a social media campaign and blogs on other sites can drive business to you from leads who haven’t found your site yet. A website without SEO sits at the bottom of the search list and never reaches the people who need your services most.
You don’t want your branding and message to vary widely among the channels. Successful multichannel marketing focuses on engaging customers with a consistent message.
Omnichannel takes multichannel marketing to another level with an enhanced customer experience. The one knock against multichannel campaigning is that you silo each campaign to gain engagement and have little or no interactivity.
With omnichannel, these different avenues work seamlessly so customers can switch between messaging tracks for a consistent experience. If you still have questions about traditional vs. digital marketing, realize that an omnichannel effort requires a digital element.
While a multichannel approach can focus on the number of channels you offer, an omnichannel methodology tends to lean into the quality of the experience of your various marketing vehicles. You may use fewer marketing channels with omnichannel, but you can get a higher ROI through efficiency.
Though an omnichannel approach that relies heavily on digital marketing is the solution for most businesses, you have to investigate the potential benefits and best strategy for your company.
Have You Found the Winning Strategies for Traditional vs. Digital Marketing?
Savvy business owners understand the pros and cons of traditional marketing vs. digital marketing. No one-size fits all solution exists for successful SEO and marketing campaigns.
When you’re ready for winning guidance from SEO pros, Contact Us at ELK Marketing. With our help, you’ll keep your brand competitive and poised for sustainable growth.