TRADITIONAL MARKETING VS DIGITAL MARKETING
1. Traditional Marketing:-
● What is Traditional Marketing?
Traditional marketing is any form of marketing that uses offline media for various purposes like advertising,buying and selling etc.It is a form of marketing that has been used for a long long time.
● Why Traditional Marketing?
Traditional marketing helps both the customer and the shopkeeper,may it be wholesaler,retailer,distributor,manufacturer etc.As the customer can easily find any product through these advertisements and the shopkeeper can reach the customer easily and increase his sell.So it’s a process which helps the society in all.
● TYPES OF ADVERTISEMENTS:-
1. Handouts:-
These are the printouts that are distributed at certain places where there is a lot of crowd so that it can be given to more and more people.Thes are distributed at public places like outside the shopping malls,outside the schools and to other various places where people gather.
2.Billboards:-
These can be found on highways where the shopkeepers print large printouts for the advertisements of certain products These can be seen by all the people travelling through that road .Thes billboards are very costly and a huge amount of rent is required.If there is a single spelling mistake or even a single letter is wrong there are many difficulties to reprint and update the canvas.
3.Event marketing:-
Event marketing describes a themed exhibit,display or presentation to promote a product service cause or organisation .
4.Exhibitions:-
An Exhibition can be hosted by a shopkeeper himself or by government.When organised by government,the interested shopkeepers participate in these exhibitions.In these exhibitions they sell their products at high rates of discount so that they can generate customers that will certainly come to their shop to buy whichever product they sell.These customers are called ‘LEADS’.
5.Newspaper:-
Newspapers have become a brilliant source of advertisements.From big brands till the local shopkeepers all of them use newspapers for advertisements.As newspapers are read in almost each and every house.The shopkeepers need to pay certain amounts for advertisements.It depends on the size of the ads and the place where it is being printed.There are separate printouts taken out by the shopkeepers and these printouts are placed in the newspaper.
6.Email marketing:-
Direct mail marketing involves sending physical promotional materials like postcards, catalogues, and flyers directly to potential customers’
mailboxes. This approach allows for personalised messaging and targeted distribution based on demographic information.
7.Broadcasting:-
Broadcast advertising includes airing commercials on television or radio stations to promote products or services. TV
commercials provide visual and auditory appeal, while radio spots rely on audio to convey the message to listeners.
8. Telemarketing:-
Telemarketing entails reaching out to potential customers via phone to promote products or services, generate sales, or collect market research data. While it can be an effective means of direct communication, telemarketing is often met with resistance due to privacy concerns and unwanted calls.
● Advantages of Traditional Marketing:-
1. Strong Impact:-
Well-crafted traditional marketing materials, such as attention-grabbing billboards or memorable television commercials, can have a significant impact on viewers. They leave a lasting impression.
2.Longevity:-
Unlike digital content that can easily get lost in the online noise, traditional marketing materials have a longer shelf life. This allows for sustained exposure and repeated viewing.
3. Accessibility:-
Traditional marketing methods are accessible to businesses of all sizes and budgets. They offer cost-effective options for reaching target audiences without requiring extensive technical expertise.
4.Audience Growth:-
Options like newspapers,billboards can reach consumers in new markets and diverse geographic locations.More localised efforts such as flyers,direct mail and print ads can also engage consumers in a specific geographic area.
5.Credibility:-
Consumers associate traditional marketing with larger company budgets,which signals a brand’s longevity,growth,potential and financial stability.Consumers may be more willing to purchase from companies that they associate with these qualities.
6.Brand exposure:-
A multimedia traditional marketing campaign is a great opportunity to improve brand recall among consumers and increase familiarity with the company’s mission,values and products.
7.Trustworthiness:-
Certain consumers might view traditional marketing methods as more trustworthy if they have less experience with online platforms.
● Disadvantages of Traditional Marketing:-
1.Less segmentation:-
Since they can’t target their ads precisely,traditional marketers may benefit from focusing their efforts on a broad awareness of the company’s values and products.
2.Price:-
While some reusable traditional marketing methods can save money,paying for ad space and printing ad materials can be costly.Considerations about which demographics are likely to respond in which types of traditional marketing can result in more strategic and cost effective marketing plans.
3.Less adaptable:-
Once a company records or prints an ad,it’s time consuming and expensive to make changes .Since traditional marketers can’t update their materials quickly,then often focus on content that stays relevant for an extended period.
4.Environmental impact
Traditional marketing methods such as billboards and printouts might lead to waste but company can use recyclable materials and adopt other environment friendly strategies.
Here are some tips for traditional marketing:-
- Determine your budget:-
Clarifying your budget limits at the start of the marketing campaign can help determine which methods are accessible. For example, if a TV ad on a major network is unattainable, a direct mail campaign may be more attainable.
Choose your message:-
Consistency is crucial in marketing campaigns, as tone, language, colour and images aim to persuade different customers in the same way. Consider establishing a campaign-style guide to ensure every ad in the campaign is consistent in its messaging and purpose.
Identify potential partners:-
If you plan to advertise on TV, on the radio or in a newspaper or magazine, consider identifying the stations or publications with which you could work. You can contact these organisations to inquire about purchasing ad space and remain prepared to discuss how their audiences can benefit from hearing about your product or service. .
Hire additional staff:-
Some traditional marketing campaigns may require experts like copywriters, graphic designers or videographers. If you don’t have these resources on your marketing team, consider working with freelancers or with an agency service to accomplish your marketing goals on time and within your budget.
● What is Digital Marketing?
Digital marketing is the use of digital technologies and platforms to promote products and services,as well as to connect with potential customers.It is an incredibly versatile and powerful tool that can be used in various ways to reach people worldwide.Digital marketing utilises multiple digital technologies to deliver promotional messages,such as mobile,computers and other digital media and platforms.
It can be used for B2B(Business to Business) and B2C(Business to Consumer) marketing,depending on the goal and objectives of the campaign.Digital marketing offers unique advantages such as greater reach,improved targeting,personalised messaging and better ROI(Return on investment).
Digital marketing allows us to reach our target audience online.We can reach a large number of audience through search engines like Youtube,Google and through various Social Media platforms like Facebook,Instagram,Whatsapp,Twitter,Linkedin etc.These platforms along with advertising also allow us to buy and sell our products.And due to the presence of various UPI platforms like Phonepay,Google Pay,Bharatpe etc online transaction of money is also made easier.
● Types of digital marketing:-
1.Affiliate marketing:-
Affiliate marketing is an advertising model in which a company compensates third-party publishers to generate traffic or leads to the company’s products and services. The third-party publishers are affiliates, and the commission fee incentivizes them to find ways to promote the company.
2.Content marketing:-
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Instead of pitching products or services, a strategic content-driven approach provides relevant and useful content to your prospects and customers to help them solve issues in their work (B2B content) or personal lives (B2C content).
3.SEO-Search engine optimization:-
SEO stands for “search engine optimization.” In simple terms, SEO means the process of improving your website to increase its visibility in Google, Microsoft Bing, and other search engines whenever people search for:
- Products you sell.
- Services you provide.
- Information on topics in which you have deep expertise and/or experience.
The better visibility your pages have in search results, the more likely you are to be found and clicked on. Ultimately, the goal of search engine optimization is to help attract website visitors who will become customers, clients or an audience that keeps coming back.
4.SMO-Social media optimization:-
Social media optimization (SMO) is the use of social media sites to manage and enhance an organisation’s message and online presence. As a digital marketing strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and mitigate potentially damaging news.
5.SEM-Search engine marketing:-
Search Engine Marketing is the digital marketing process of increasing traffic from search engines primarily through paid ads or organically. The overall goal of SEM is to increase visibility in search engines by achieving higher rankings in organic search results or top positions for ad placements.
6.SMM-Social media marketing:-
Search Engine Marketing is the digital marketing process of increasing traffic from search engines primarily through paid ads or organically. The overall goal of SEM is to increase visibility in search engines by achieving higher rankings in organic search results or top positions for ad placements.
7.Pay per click:-
PPC stands for pay–per–click, a model of digital advertising where the advertiser pays a fee each time one of their ads is clicked. Essentially, you’re paying for targeted visits to your website (or landing page or app). When PPC is working correctly, the fee is trivial because the click is worth more than what you pay for it. For example, if you pay $3 for a click, but the click results in a $300 sale, then you’ve made a hefty profit.
PPC ads come in different shapes and sizes (literally), and can be made up of text, images, videos, or a combination. They can appear on search engines, websites, social media platforms, and more.
● Advantages of Digital marketing:-
The benefits of digital marketing include:
1.Global reach
A website allows you to find new markets and trade globally for only a small investment.
2.Lower cost:-
A properly planned and well-targeted , measurable results digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.
3.Trackable:-
Measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising.
4.Personalisation:-
If your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.
5.Openness:-
By getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.
6.Social currency:-
Digital marketing lets you create engaging campaigns using content marketing tactics. This content (images, videos, articles) can gain social currency – being passed from user to user and becoming viral.
7.Improved conversion rates:-
If you have a website, then your customers are only ever a few clicks away from making a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate.
Together, all these aspects of digital marketing have the potential to add up to more sales.
Disadvantages of digital marketing:-
1. Time-Consuming:-
One of the major disadvantages of digital marketing is the investment of time. Organisational techniques and approaches can save time, making it hard to devote enough time to the campaign. In the long term, this will be detrimental. As a result, it has been suggested that the company focus on a strategy and generate and pick content accordingly. Digital marketing technologies such as Hub Spot, social media posting, and scheduling programs like Hoot suite and Tweet deck should be leveraged to overcome difficulties.
3. Security and Privacy Issues:-
Security is the most important necessity for every brand. As a result, you must take website protection seriously as a digital marketer. It is usually recommended to secure and protect network connections by employing firewalls and encryption solutions such as VPN. The fundamental strategy of having a decent antivirus is the most preferable. Legal considerations in getting client data for digital marketing campaigns must be completed with all appropriate procedures. Customer data must be protected first and foremost because it may be compromised during data breaches.
Digital marketing is purely technological, and the Internet is prone to mistakes. There are times when links need to be fixed, landing pages do not load, and page buttons do not perform their job. This causes prospective customers to switch brands. As a result, a website test is required to avoid this. Reviewing the text and ensuring that the campaigns will operate in their intended niche is also necessary.