Article

Julie Cave
Julie Cave 14 July 2016
Categories Advertising, B2C

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Many small businesses struggle with deciding which kind of marketing to do, because their budget will only stretch to one or the other, not both. The decisions that must be made are not easy: which method of marketing will give me the most bang for my buck? 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 clarify the terms, 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

traditional marketing, digital 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.

Neuroscience seems to support the benefits of hard copy marketing. A study sponsored by Canada Post and performed by Canadian neuro-marketing firm TrueImpact compared the effects of paper marketing (direct mail pieces, in this case) with digital media (email and display ads).

The technologies used in this study were eye-tracking and high resolution EEG brain wave measurement. The three key metrics evaluated in the study were cognitive load (ease of understanding), motivation (persuasiveness), and attention (how long subjects looked at the content).

Direct mail was easier to process mentally and tested better for brand recall.  According to the report,

Direct mail requires 21% less cognitive effort to process than digital media (5.15 vs. 6.37), suggesting that it is both easier to understand and more memorable. Post-exposure memory tests validated what the cognitive load test revealed about direct mail’s memory encoding capabilities. When asked to cite the brand (company name) of an advertisement they had just seen, recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%).

The Downside to Traditional Marketing

There is very little interaction between the medium used and the customers. It is more of providing information to the public that the brand exists with the hope of these people patronizing the brand.

Print or radio advertisements can be very costly. Printing materials can be expensive and you need to hire people to distribute these.

Results on this marketing strategy cannot easily be measured. Was the campaign successful?

Benefits of Digital Marketing

You can target a local audience, but also an international one. Further, you can tailor 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. Most people hate receiving sales flyers in their mailbox or phone calls at inconvenient times on stuff that they have little interest in.  Online people get the choice to opt in or 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. In fact, interaction is encouraged. 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 which is visible to your market.

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 utilising social media channels and personalised email marketing.

traditional marketing, digital 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.  If you consider the average Facebook user has 190 friends of which an average of 12% see their liked posts – your one message has actually been seen by 15 new prospects. Now imagine a number of them also like and share your message and their friends do the same?  That's why high-quality content is so important.

So which kind of marketing is better?

Well, we would recommend both. Obviously, we are passionate about digital marketing, because we know that it works. But we do use traditional marketing materials, too.

2009 study conducted by Bangor University and branding agency Millward Brown also used fMRI to study the different effects of paper and digital media.

Some of their key conclusions were:

  • Physical material is more “real” to the brain.  It has a meaning, and a place. It is better connected to memory because it engages with its spatial memory networks.
  • Physical material involves more emotional processing, which is important for memory and brand associations.
  • Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads.

How We Use Both Digital & Traditional Marketing

Our traditional marketing methods support our digital marketing efforts. The two do not operate in exclusion from each other. But we only use hard copy marketing materials to further strengthen a relationship with a contact, referral partner or client. We don't invest in television or radio ads, for example, but we will give brochures to someone who is interested in our services.

Rather than taking an all or nothing approach, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.

 

 
sai latha
sai latha

The comparison is really great a good blog with a lot of information on Digital Marketing services, advantages, and future scope. I was impressed by your way of approach showing India's potential to become more digital in the future. This will definitely help the coming generations to start their digital journey and provide Digital Marketing Services in Hyderabad.
visit us : https://boxfinity.com/services.php

Geetika Bansal
Geetika Bansal

Nice Comparison,
All things are best. Nicely describe.

tuhin banerjee
tuhin banerjee

https://www.linkedin.com/in/fashionapplets/detail/recent-activity/shares/
Remarketing

We are in a market even when we stay at the home. We do remarket when we use a product or service&even think after a satisfying feel.
The act of recommendations happens when the quality meets the niche, special choices every time. The quality of a content feature has different dynamics of satisfaction. The term remarketing does not necessarily mean the reuse of the product, it does mean the influence of the total process, channel, medium, advertisement&the point of purchase. The researchers study the moments in the product usage segment&try to position the content of product &services. Remarketing also happens when the product development, marketing&support team plans the value-added service's campaign&respond to the immediate queries of the new &existing customer. The consumer durable support team is aware of the scenarios that may cause the customer call to the company and hence they are with the digital&real-time answers to the customer query. The live workshops with the users&new potential customers have gained momentum with the usage of internet promotional videos that demonstrates the use and replacement of a product& its availability channels. The exciting offers to upgrade gadget have gained with the option for lifestyle advancements.

Jonny Seo
Jonny Seo

Thanks for giving us this kind of information. When you work digitally you can use different social media platforms to promote your business takes and interact directly with your customers and built a more trustworthy relationship that was not possible in a traditional one.

liam jason
liam jason

Modernized Marketing gives a particularly centered around approach when diverged from conventional advancing. Automated advancing endeavors are practical when diverged from conventional displaying. Standard advancing gives a prevalent reach in rural locales and can be used to target more settled ages. Customary publicizing frameworks are more trusted as said in the blog above. In Short, you can not leave any of the techniques. The best approach is to use them two out of a figured mix. Notwithstanding, I would include based my experience that now we ought to consider an Omni-channel approach as opposed to a multi-channel one. A debt of gratitude is in order for the includes they are on the whole exceptionally fascinating.
Check this article out
https://www.sociosquares.com/blog/10-digital-marketing-trends-to-adapt-in-2016/

Mahedi Hasan
Mahedi Hasan

Hi,
Very effective article for understanding different between Traditional and Digital Marketing.
Many thanks for this valuable post.

Mahedi Hasan
www.picbuz.com

indrajeet Wisdom
indrajeet Wisdom

As you know, businesses of all sizes right from McDonald’s and Coca-Cola down to your local hardware store are trying to get a presence on social media sites such as Facebook and Twitter. Think of how many ‘Fan pages’ and advertisements you have seen on Facebook recently for businesses in your local area.

It’s a big thing right now and it’s making people just like you a lot of money.

https://clicktrix.com?david7214

Jennifer John
Jennifer John

Thanks a lot very much for the high quality and results-oriented help. I won’t think twice to endorse your blog post to anybody who wants and needs support about this area.
Digital Marketing Training in Chennai: https://www.besanttechnologies.com/training-courses/other-training-courses/digital-marketing-training-institute-in-chennai

Clara Robins
Clara Robins

Computerized Marketing gives an exceptionally focused on approach when contrasted with traditional promoting. Computerized promoting efforts are economical when contrasted with traditional showcasing. Customary promoting gives a superior reach in rustic regions and can be utilized to target more established ages. Traditional advertising systems are more trusted as said in the blog above. In Short, you can not leave any of the strategies. The best methodology is to utilize them two out of a figured blend. Refer http://themarketerscreed.com/digital-v-s-traditional/ for a detailed explanation.

Nyoka Reid
Nyoka Reid

Thanks for the info, it was very informative. I appreciate good content, and I do believe in the power of online marketing, which is definitely cost effective. Using the both methods is double the power.

kishan soni
kishan soni

this article is something that I was looking for, thanks for sharing such a helpful article.
you can also visit my site http://yourdigitalbuddy.in

GAURAV SARASWAT
GAURAV SARASWAT

I am pursuing Digital Marketing course.
I agree with these meaningful lines... Physical materials are more “real” to the brain.

Deepak Bhardwaj
Deepak Bhardwaj

very nice article, i really enjoyed this, And I agree off course <a href="http://adflairmedia.com/how-internet-marketing-is-more-powerful-and-effective-than-the-traditional-marketing/">internet marketing has some significant advantages over traditional media</a>. However both type of marketing has their own target audience and importance. Internet marketing is cost effective because of its targeting features and Business Analytic about Internet Marketing Campaign.

ricky branch
ricky branch

The comparison between digital marketing and traditional marketing is explained very well
<a href="http://www.kellytechno.com/Hyderabad/Course/Digital-Marketing-Training">Digital Marketing Training in Hyderabad</a>.

Tristan Kohler
Tristan Kohler

The comparison is interesting but I believe the title is a bit misleading. Actually the comparison is about marketing communication, and not whole marketing. Marketing stands for more. Behind any product or service in the market, it is important that a marketer has defined what would be the value of it. What is the vision, and how the offer would be structured ? Pricing is also very important and shall be based on solid marketing approach. I read that digital marketing is over... let's just talk about marketing and how we communicate to customers, using any channel or technologies.

Péter Szaniszló
P&#233;ter Szaniszl&#243;

I really agree with Renzo Rizzo's comment. I usually experience among the digital marketers or online marketers that they do not know the principles of (traditional) marketing. As Renzo said in the marketing we should use a mix of traiditonal and digital media as a function. So we should create a value and then communicate it to the target group(s) through the mediums in the right time which can be digital or offline. I think the biggest advantage of digital marketing is the possibility of the accurate measurement.

Renzo Rizzo
Renzo Rizzo

Julie, these are interesting considerations (printed communication feels more real than virtual...), but really, why should we distinguish digital marketing from just marketing? Isn't it better to just accept that marketing will use a mix of traditional and digital media as a function of a brand's strategy and targets?

REDA EL FARAH
REDA EL FARAH

Very interesting point of view and analysis. I definitely agree with you on the importance of combining both channels in order to improve any campaign impact. However, I would add based on my experience that now we should consider an Omni-channel approach rather than a multi-channel one. Thanks for the adds they are all very interesting.

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