Table of Contents
Illustration by OrangeCrush What is digital marketing?
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Put merely, digital commercialize is using digital channels such as websites and social media as tools for marketing communication .
If you ’ re using social media you will be well versed in the adverts that pop up in your stream—that ’ s digital market .
What is traditional marketing?
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traditional market on the other pass involves traditional channels, like billboards and print media. Think Don Draper in Mad Men brainstorming television receiver commercial ideas and imitate for Coca-Cola.
up until the growth of the internet in the 1990 ’ south, traditional market was reasonably much the only type of commercialize .
A modern app design by George Will
A classic magazine cover design by FuturisticBug
Digital marketing vs. traditional marketing: what’s the difference?
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The main remainder between digital and traditional commercialize is the medium through which an hearing encounters a market message. While traditional market uses traditional media like magazines and newspapers, digital marketing uses digital media, such as sociable media or websites .
Iconic Rolling Stone cover of Lizzo via Rolling Stone
Of course traditional marketing doesn ’ thyroxine intend it ’ randomness erstwhile fashioned. traditional commercialize hush plays an important function in people ’ randomness lives with the always growing motivation to step out of the digital world .
The immersive know of an impactful television commercial and the tactile nature of a replicate of Rolling Stone magazine are as crucial today as they were 20 years ago because of their last effects on your memory. subconsciously you attach yourself to their brand emotionally, meaning they will stay at the top of your mind .
In the same token, digital marketing is good deoxyadenosine monophosphate crucial as traditional if not even more therefore. Digital market uses every touch point of your day by day consumption of the internet to reach you .
Tempting holiday Instagram ad via Sky Scanner
If you are google searching vacation ideas for your future weekend getaway, the chances are that soon after you will see a tailored sponsor ad from Sky Scanner .
Using the internet for respective hours each day is a normal function of most people ’ south day to day life. Digital selling barely uses this to its advantage by cleverly weaving in marketing communications into every digital channel .
Which type of marketing should you use?
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The key to a great market campaign is to find the right balance between traditional and digital. In 2020, digital market is the yin to traditional market ’ s yang. Both play an crucial character in a market scheme, but they are each elevated when used in unison .
Take guinness for case. Their television receiver commercials are ill-famed because of their unique and mighty filming. Over 20 years by and by, Guinness ’ classic 1999 ‘ Surfer ’ crusade is still one of the best television receiver commercials of all clock. however, even with this legendary condition, Guinness even have to move with the times and incorporate digital marketing into their scheme so that they don ’ deoxythymidine monophosphate miss out on some huge market opportunities .
Via Guiness
In order to reach a broader and younger audience, Guinness recently expanded their digital commercialize horizons by making video subject specifically for Facebook and Instagram. Rather than good reformatting their television commercials, they filmed their campaigns as sociable first videos by composing the shots specifically with both Facebook and Instagram in thinker. The video were specifically targeted to the audiences they had in mind .
The resultant role was a visually stunning and impactful social media campaign about Compton cowboys caring for their horses in California. Perfectly trendy and sharable Instagram cannon fodder .
Modern digital marketing by Guiness via Marketing Week
Let ’ s draw to the specifics and define the differences between digital selling and traditional commercialize and their pros and cons .
Traditional marketing: pros and cons
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With the surface of social media, traditional marketing is often undervalued by marketers. however, traditional marketing hush identical much has a place in a consumer ’ mho day to day life. If you have the budget to share your campaigns in magazines and choice time television, your money could be well spent .
Newspaper traditional marketing illustration by gOrange
traditional commercialize channels include :
- Outdoor (Billboards, bus/taxi wraps, posters etc)
- Broadcasting (TV, Radio etc)
- Print (Magazines, newspapers etc)
- Direct Mail (catalogues etc)
- Telemarketing (Phone, text message)
- Window display and signs
The pros and cons of traditional marketing
Pros:
Impactful and easy to understand
A visually bluff billboard or a strike television commercial is a normal part of most people ’ sulfur day to day lives. They ’ rhenium easy to digest and much harbor .
Printed marketing materials are more permanent
If you have an allude in an return of The New York Times it will be there until the magazine is recycled. Which is big if the consumer is an avid collector .
More memorable
Seeing something in very life preferably than on your phone is more likely to be remembered. The prediction of the raw Super-Bowl ads or a beautiful and impressive window display is more probably to stay in your mind than an instagram ad you ’ ll probably scroll past in seconds .
Cons:
More difficult to measure campaigns
There are ways to measure traditional market campaigns such as brand trackers but they are nowhere approach as in depth or healthy as the tools available for digital selling.
Often expensive
If you ’ re a brand in its infancy chances are you preceptor ’ triiodothyronine have the funds for a 4 page diffuse in Vogue. many forms of traditional marketing will set you back a considerable amount .
No direct interaction with the consumer
Unlike social media market, you ’ re more or less in the black about your hearing ’ randomness reaction to your commercialize efforts .
Digital marketing: pros and cons
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however impactful traditional marketing is, we can ’ thymine forget that we are good and sincerely living in the internet age .
Digital consumer illustration by HenryLim
According to ClickZ, “ Internet users now make up 57 % of the ball-shaped population. On average, people spend 6 hours and 42 minutes on-line each day. By 2021, a project 73 % of all ecommerce sales will come from fluid. ”
That ’ s a mind-bogglingly huge sum of time and opportunity to do some cagey digital marketing .
If you need tips on launching a successful digital market scheme, check out Vistaprint ’ s Digital Marketing Guide for Small Businesses for steering .
Digital market channels include :
- Social media (Facebook, Instagram etc)
- Website
- Content marketing
- Affiliate marketing
- Inbound marketing
- Email marketing
- PPC (pay per click
- SEM (Search engine marketing)
The pros and cons of digital marketing
Pros:
More options for engagement
Through channels such as social media you can physically see what your audience think of your brand and commercialize efforts. If your marketing has been shared, liked and had enough of positive comments, you know you ’ re doing something right .
Easy to measure your campaigns
On the flipside to traditional marketing, the specifics of digital market chase is exceptionally in depth. This makes your learnings highly well-defined for your following orotund of selling efforts .
Makes clever targeting possible
If you have the tools to specifically target a 29 year old female writer who loves Lizzo and drink Guinness then surely you can besides create absolutely tailored message ?
Cons:
Digital ads can be deemed as annoying
Think about the consequence you ’ rhenium scrolling through your Facebook home page and all you want to do is see what your previous school friends are up to these days. then you get the fear sponsored ad for something related to an embarrassing ailment you googled the night before. It ’ south sure to make you actively dislike the very brand doing the apt target .
Less permanent
Digital market efforts like Google ads, banners, promo emails or social media ads can have a fleeting, impermanent character. They ’ ra intangible and can easily be ignored. If your target hearing keeps scrolling or clicks to the adjacent page your ad will be gone from their screen .
Constantly evolves
To get the most out of your digital commercialize efforts there is a fortune to learn. Each channel normally requires its own specialist, from search engine market to social media, each impart requires a pro to get the best bang for your dollar. however, a grass-roots social media marketing scheme is a big place to start. Have a front at our digital market strategy guide for some inspiration .
Find what works for you
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ultimately both types of marketing have their benefits and downfalls, but the identify is understanding your specific market needs, considering your budget and understanding your target consultation .
traditional marketing channels are frequently more ask and welcomed by the Baby Boomer generation and Gen X—people who own televisions and prefer to buy newspapers for example. however, digital marketing is a amazingly desirable road for all ages, not good millennials and Gen Z—my nan spends hours scrolling through Facebook, sharing Lad Bible video and shop on-line .
The moral of the history : both digital and traditional market can work for you, american samoa hanker as you know what your hearing wants.
