Hello Friends, Hope you are enjoying. Today, we will explore Traditional marketing vs Digital marketing. By the end of this article, you will be able to differentiate traditional marketing from digital marketing. I hope you remember the definition of Digital Marketing. Let me explain it to you.
What is Digital Marketing
Digital marketing is the process of marketing by which we market our products and services by using the Internet and digital devices like mobile phones, laptops, Computers, or any other electronic device.
As we are going to compare Digital marketing with Traditional marketing, Therefore, it is important to understand the concept of Traditional Marketing as well.
What is Traditional Marketing
Traditional marketing is the form of marketing and advertising which is being used by the companies for the years. It is the old and ever-evolving form of marketing. The various forms of traditional marketing are
Print – Newspapers, Magazines, Brochure, Newsletters
Broadcast – Radio, Television, on-Screen
Telemarketing – Calling and cold calling
Direct Mail – Fliers, Postcards, Brochures, Letters, Catalogues
Presently, both Traditional and Digital marketing activities are in practice. However, the choice to adopt either of these two depends on so many factors.
These factors may be the type of product, the resources, your skills, and the type of your audience, however. Over the period of time, it has been observed that the advertising expenditure budget on Digital Marketing activities has been constantly increasing.
Now, let’s start with the comparison. Following are the points on the basis of which we will try to compare the Digital Marketing with traditional marketing.
And these points are.
- Wide Reach
- Niche marketing
- Cost-effective.
- Measurement and tracking
- Generates potential leads.
- Performance-oriented
- Real-time results
- Audience control
- Interactivity
- Fair play or equity
These points also depict the significance of Digital Marketing. I have divided this article into three parts.
In the first part, we shall cover point number 123, points number 4 to 7 will be discussed in the second part, and the remaining points will be discussed in the last part of the article.
Let us begin with the first point that is Wide Reach
1. Wide Reach
As discussed earlier traditionally there are various form of advertising such as print, broadcast, direct mail and telemarketing through which businesses can reach to their target audience however the reach of all these channels is limited either to the local area or to a particular region or to a particular country.
On the other side Internet is Ubiquitous which means it is present everywhere and around 63.5% (Source : datareportal.com) of the world population is using the Internet.
It implies that the Digital Marketer can reach to more than half of the population with few clicks. As Internet is the backbone of Digital Marketing and the majority of Digital Marketing activities are conducted using the Internet.
Therefore, Digital Marketing has the potential to target the audience living in the any corner of the world. In this way, we can conclude that Digital Marketing has a wide reach and has the potential to target the audience without any boundaries.
We can say That Ignoring Digital Marketing is Like opening a business but not telling anyone.
The next point is Niche Marketing
2. Niche Marketing -Let’s assume you are a national brand and your product is targeting the female audience. For this purpose, you plan an advertising campaign on television and print.
Now, tell me, is it possible for you to control that your Ad should be visible only to the female audience?
The probable answer is no because the traditional media doesn’t offer such type of control to the advertisers that you can show you add to a particular segment of the customers.
On the other side, in the case of Digital Marketing, it’s possible if you want to target a very niche segment. Then you can successfully target it on the basis of parameters like
Demographic – Age, Gender, Education
Location – Local, National, International
Interest – Shoppers, Entertainment, Etc
Behaviour – Remarketing, in-marketing
Now let me give you another example, let us say you have an online store, and on a daily basis, many customers visit your website.
They spend some time on it, they browse your product, they read the reviews and eventually leave your website, after this they go to another website.
Now on another website, I want to target those customers who were earlier on my website, and they were browsing the product, I want to show them the ads of the same products.
Is it possible in Traditional Marketing? Think about it. No it’s not possible. However, in the case of Digital Marketing, it is possible that you can re-target your customers who were earlier on your website and now have gone to another website.
You can show the ads of the same product that they were browsing. Actually, there Are many tools available such as Google Ads, Google Analytics, Facebook Manager, LinkedIn, Twitter and many more.
By using them you can retarget the customer precisely. we will learn about these tools in Days to come.(Please subscribe to our newsletter to get an update of the new article.)
Another point of difference in Traditional Marketing vs Digital Marketing is cost-effectiveness
3) Cost-effectiveness: It is often said that Digital Marketing is cost-effective as compared to the traditional marketing. Is it so?
Let me give you an example. Suppose. You have given an advertisement in the newspaper. targeting 1 Lac customers. However, according to your estimates, only 30,000 customers actually viewed your advertisement.
Now. Can you ask the newspaper that you should be charged for 30,000 customers, not for 1,00,000 customers? No.
In Digital Marketing, it’s entirely different. You are usually charged on the basis of clicks. Which is known as Pay-Per-Click or the PPC. In simple words, if no one clicks on your ad, you will not be charged for that..
If more people will click on your AD, you will be charged accordingly. It means that if the customer is really interested in your product or ad only then he will click on your ad.
Otherwise, he will not click on your advertisement. In this way, we can conclude that Digital Marketing is cost-effective as compared to the traditional marketing. In the next Article, we will proceed further.
The next point of difference is Measurement and Tracking.
4. Measurement and Tracking.
In Digital Marketing you can measure and track your marketing efforts with 100 % accuracy..
Let me give you an example.
Suppose you have advertised on television, in the newspaper and on the radio in the last week. At the end of the week, 100 customers approached you to buy your products or services.
Now can you tell me how many came from television after watching your ad? How many came from the newspaper after reading your ad and how many came from the radio after listening to your ad?
Now can you tell me how many came from television after watching your Advertisement?
How many came from the newspaper after reading your ad, and how many came from the radio after listening to your Advertisement?
It’s nearly impossible in the case of Traditional Marketing to track it; however, in the case of Digital Marketing, there are such tools and platforms. By using them, we can exactly measure and track from where our customer is coming from.
Moreover, we can also measure the return on investment (ROI) in these cases. Accordingly, you can decide to continue or discontinue with the particular Ad platform in the case of Digital Marketing.
However, you can’t do it in Traditional Marketing.
Therefore, Digital Marketing has an edge over traditional marketing.
The next point of difference is Digital Marketing generates potential leads.
05. Generates Potential Leads.
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In marketing, lead generation means initiating a customer’s interest or enquiry into the product or business.
This lead generation process in Digital Marketing is quick and fast as the customer can connect to your business in real-time. However, in the case of Traditional Marketing, this process is very slow.
There are many platforms available in Digital Marketing which can help you to create the lead in a very efficient and quick manner.
These platforms are.
- Landing Pages
- Signup Form
- Call or Missed Call options.
- Call to action.
What is the landing page?
The landing page is a page of your website on which a customer lands after clicking on your advertisement or Link. This page may be a lead Form, a page of your website, or a product page.
Let me show you.
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You can see in the Google results there is an advertisement from godaddy.com. The moment I click on it, it leads me to one page of the website. This page is the landing page of godaddy.com for this advertisement.
What is the Signup Form?
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Similarly, Sign-up forms are those forms where a user may supply the information to the businesses like his Name, his Mail ID, and his Mobile Number, or any related information if he is interested.
Let us see,
On this website I am interested to subscribe for free trial, once I click on start free trial now there is a signup form on the next page, and they are asking from me my full name and email. Once I will fill this form a lead is generated for a Company.
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What is the Signup Form?
Similarly, Sign-up forms are those forms where a user may supply the information to the businesses like his Name, his Mail ID, his Mobile Number, or any related information if he is interested in doing so.
Let us see the image below,
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On this below website I am interested to subscribe for free trial, once I click on start free trial now there is a signup form on the next page, and they are asking from me my full name and email. Once I fill out this form, a lead is generated for a company.
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