Many experts believe that the days of traditional marketing are long gone. The ever-expanding digital terrain is at the core of this assumption. However, this blanket assumption is far from accurate. In fact, for some businesses, traditional marketing is even more relevant than digital marketing. However, if one goes by the general trend, it is true that digital marketing practices have overtaken traditional marketing practices.
Traditional Marketing vs Digital Marketing
Truth be told, digital marketing practices have their foundation in traditional marketing. After all, it’s all about reaching as many potential customers as possible and convincing them to go for your product or service. With digital marketing, only the medium and tools have changed. The core philosophy of marketing remains the same.
The primary difference between traditional marketing and digital marketing is the medium. Digital marketing uses the internet to reach an audience. On the other hand, traditional marketing involves methods that predate the web. These include Billboards, Pamphlets, Television Commercials, etc. However, at times, the line between digital marketing and traditional marketing can get blurred. For instance, an individual may post a photo of a billboard, and it can go viral. Thus, it will gain traction on the web, even though the people in that billboard’s locale might not be impacted by it that much. Moreover, the content that is used on the billboard can easily be used in the digital medium as well. It is known as recycling and remarketing content. It’s a smart and cost-efficient marketing strategy that is sustainable in the long term. Another difference between traditional marketing and digital marketing is that the former is costlier than the latter. However, that depends entirely upon the size of a business and its marketing approach. Of course, anyone can get started with digital marketing. However, there are still some invisible costs associated with it (hiring digital marketers, systems, subscriptions to publishing tools, etc.). On the other hand, if one is simply giving out pamphlets to target a particular locality, which is a classic traditional marketing strategy, the cost wouldn’t amount to much. That’s why most restaurants prefer traditional marketing whenever a new branch is opened. After all, the people in the restaurant’s immediate area have the potential to become its regular customers. Although, franchises prefer digital marketing, as they have an already-established brand and wish to reach a global market. In the end, whether a traditional marketing strategy is cost-effective or not depends entirely upon the size of the business as well as the context of its operations.
Traditional Marketing Practices
Traditional marketing practices are often about targeting a particular locality. This type of targeted marketing is also possible in the digital domain with various publishing tools offered by an influencer marketplace like Ainfluencer. However, traditional marketing methods can be far more effective for raising awareness about a brand or product in a particular locality. Here are a few of them to help you begin:
For big brands, television commercials act as spaces to showcase their creativity, values, and whatnot. A perfect commercial helps the consumer identify a pain point, solves it, and offers other valuable information that eventually persuades the consumer to buy that particular product. All of this is done in a creative way so that the attention of the audience is captured.
Billboards are a static way of advertisement. However, companies have begun to invest in electronic billboards as well these days. Billboards are there to make an impact. Their size ensures that the audience has to look at them. Some even consider courageous and bold billboards as part of traditional guerilla marketing strategies.
Pamphlets have stood the test of time, and they actually work. That’s why a lot of small businesses still prefer to give out pamphlets that inform people about new branches, products, or offers. They are a great way to reach a targeted audience (like college students) in a particular area.
Integrating Traditional and Digital Marketing
In the end, businesses need a hybrid approach that integrates traditional marketing strategies with digital ones. From making use of digital aspects such as behavioral analytics software like WatchThemLive and visitor tracking softwareto billboards and physical events, both approaches can be integrated. For instance, a local event organized by a brand can be publicized digitally. That way, the event can be attended by as many people as possible. Pamphlets can be given out for the same as well. Newspaper advertising is another traditional marketing strategy that can be integrated with digital. After all, a lot of people prefer to read the news online. Moreover, one can also place QR codes that lead straight to a brand’s website or social media page on offline ads (billboards, TV commercials, pamphlets, etc.)
When it comes to integrating digital and traditional marketing, the approaches can be many. It is still uncharted territory. However, one thing is for certain. Marketing strategies that are hybrid in nature (involving aspects from both digital and traditional marketing) do better than the ones that focus only on one medium.