The world is constantly improving, growing, and adjusting to our every need and desire. Whether we are business owners or merely consumers, there is a drastic difference in the way we buy and sell products and services. There is a market for everything, and the existing markets have multiplied in growth, making it harder and hard for business to grab the attention of their beloved target market.
When we think marketing, the first thing that comes to mind is advertising, and the channels we traditionally use such as television, print ads, radio space and direct mail. The truth is, through technology the list has nearly tripled, adding techniques such as search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing (SMM), pay-per-click (PPC) marketing and email marketing. Not to mention alternatives such as hosting an event or sponsorship.
As the world continues to expand in technology, it is important to grow with it. The traditional marketing that once was enough becomes lost without proper branding. With digital marketing, businesses can design a targeted message to distribute on the right channels, which helps generate more leads.
What Is Traditional Marketing?
Traditional advertising is any marketing that has existed over an extended period, with a proven record of success. As listed above, these channels are television, radio, print and direct mail and are still relevant in today’s marketing industry. These ads provide the consumer with a direct message about the company and the products offered. This acts as an easy reference for when the consumer has identified a need your service can solve. These channels are limited though due to the fact they are often intended for an untargeted audience, and more of a mass marketing approach, also referred to as above-the-line marketing.
Traditional marketing, however, has found itself on a decline, with television viewership dropping 47% with the upcoming generations, according to a Think with Google study conducted in 2016. The study also suggests that 6 out of 10 viewers prefer to watch a show on an online platform opposed to watching it aired on television.
However, this does not mean traditional media is dead; it simply means that the space to advertise is changing. Combined with digital online marketing, these traditional marketing methods can begin to take on a whole new life.
What Is Digital Online Marketing?
Digital marketing creates a new channel that can directly interact with loyal customers as well as engage with new ones. Search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing (SMM), pay-per-click (PPC) marketing and email marketing serve as the new advertising tools to help you stay in the same channels as your consumer.
The internet marketing industry, unlike the decline in traditional channels, has been booming. The 2016 Think with Google study mentioned above suggests that the millennial generation hasn’t abandoned television. They have simply changed where they view their favourite programs. YouTube is one of the big game changers with a massive viewer increase of 75% in 2016. According to the same study, the time allocated to watching YouTube on their television sets has more than doubled.
Digital online marketing provide us with is an easy way to engaged with your target market and raise brand awareness.
With tools like SEO and content marketing, your business will be the number one shop for all related searches. SEO, when used correctly, can bring your business to the top of a related search. Being at the top helps consumers, who already needs your service, find your business instead of your competitor. However, content marketing works in a unique way that provides potential customers with content that interests them. It also has the goal of bringing them closer to the point of purchase through your business.
Traditional Marketing Vs. Digital Marketing
Looking into marketing and how you should and shouldn’t advertise is quite the complex system. A few things to consider between these two channels of marketing are:
- Knowing where your target market is receiving information
- The advantages of getting into the same product space as some of the big players
- How you are looking to build your brand
The benefits of digital online marketing include a more cost-efficient advertising strategy, building brand awareness, gaining greater exposure, receiving real time results, and measuring data become easier and instantaneous.