Most small businesses struggle with deciding which kind of marketing to opt for. The main reason: because their budget will only stretch to one or the other, hardly both. Which method of marketing will make the most noise? How do I know if my marketing is working? Who should I trust with my marketing? Should I do it myself? The answers may surprise you.
To make things easier, the use of print ads on newspapers and magazines is a simple example of traditional marketing. Other examples include flyers that are put in mailboxes, commercials both on TV and radio and billboards. On the other hand, when a business invests on building a website, advertising the brand name through different social media such as Facebook, Twitter and YouTube, this kind strategy is called digital marketing.
Benefits of Traditional Marketing
- You can easily reach your target local audience: For example, a radio ad might play in one location: your city or region. Or mailbox flyers will go to households in a select number of suburbs.
- The materials can be kept: The audience can have a hard copy of materials of which they can read or browse through over and over again.
- It’s easy to understand: It can be easily understood by most people because they are already exposed to this kind of strategy.
Benefits of Digital Marketing
- You can target a local audience, but also an international one: You can modify a campaign to specific audience demographics, such as gender, location, age and interests. This means your campaign will be more effective.
- Your audience can choose how they want to receive your content: While one person likes to read a blog post, another person likes to watch a YouTube video. Traditional marketing doesn’t give the audience a choice. Online people get the choice to opt in/out of communications, and often it is relevant because they were the ones searching for it in the first place. Don’t underestimate the power of market segmentation and tailored marketing.
- Interaction with your audience is possible with the use of social media networks. Traditional marketing methods don’t allow for audience interaction. You can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them buy them and provide feedback.
- Digital marketing is cost-efficient. Though some invest on paid ads online; however, the cost is still cheaper compared to traditional marketing.
- Data and results are easily recorded. With Google Analytics and the insights tools offered by most social media channels, you can check on your campaigns at any time. Unlike traditional marketing methods, you can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results.
- Level playing field: Any business can compete with any competitor regardless of size with a solid digital marketing strategy. Traditionally a smaller retailer would struggle to match the finesse of the fixtures and fittings of its larger competitors. Online, a crisp well thought out site with a smooth customer journey and fantastic service is king – not size.
- Real time results: you don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned. You can see the numbers of visitors to your site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button.
- Brand Development: A well maintained website with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities. The same can be said for utilizing social media channels and personalized email marketing.
- Viral: how often do your sales flyers get passed around instantly by your customers and prospects? Online, using social media share buttons on your website, email and social media channels enables your message to be shared incredibly quickly.
So which kind of marketing is better?
Well, at ReTweaks we recommend both. Obviously, we are passionate about digital marketing, because we know that it works. But we do use traditional marketing materials, too.
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