With the increased accessibility to technology, the way marketers communicate with their audiences has been changing at a rapid rate. Once you have a clear understanding between traditional and digital channels and the purpose they each serve, you’ll be able to use each channel to accomplish your goals.
Traditional Marketing v. Digital Marketing
Traditional Marketing channels include TV commercials, radio commercials, print ads, advertorials, outdoor advertising such as billboards, promotional items, events, exhibitions, and sponsorship of events. Traditional forms of media generally aren’t strong enough to reach your goals. And unfortunately, with traditional or classic media, you may not even know if you’ve achieved your goals since tracking is not well defined. While traditional media continues to serve a purpose in building brand awareness, digital marketing is edging out traditional channels.
Digital marketing channels are much more than just social media. It involves blogging, videos, podcasts, mobile, social media, email marketing, digital analytics, and managing digital marketing through tactics such as account-based marketing and customer relationship management (CRM). Often people will consider digital to be just another channel, but the savvy, modern marketer knows that digital as a unique method of communicating with your prospective and current customer. Digital marketing provides personalization, flexibility to switch courses, and instant tracking and analysis to make data driven decisions.
image source-houndstoothmediagroup.com
The primary difference between digital marketing and traditional advertising is that many digital marketers look to provide value to their audience by using content marketing and other solutions. Traditional advertisers are typically just looking to increase sales with their ad spots, not to provide value.
A great business knows that word of mouth travels and is a motivator of purchase behavior. With social media discussions and search engine reviews, there are many ways for customers to share their experience with their friends. With that being said, social media and email marketing are examples of how digital marketing offers two-way communication, allowing for feedback and relationship building. Traditional marketing is solely one-way communication, showcasing a product, event or service and leaving it at that. When you are able to connect with your audience and offer solutions to their wants and needs, they practically do your marketing for you.
Which one is better for job - traditional or digital
With traditional advertising, you are in the dark when it comes to understanding your return on investment (ROI). Digital marketing not only tracks your ROI, its analytic capabilities give you the opportunity to enhance it. Knowing what you spend, and what you get in return is the key benefit of digital marketing versus traditional advertising. Every day, more people are using the internet for music, TV, film and news, which results in the question -- is traditional advertising even worth it anymore?
Examples of digital marketing include:
- Websites
- Online banner advertisements
- SEO optimization
- Blogging
- YouTube videos and social media mentions
This style of advertising is not much different from conventional advertising except for the fact that it is being broadcast on a vast array of digital devices.
It is important to point out that digital marketing is a means of inbound marketing that aims for potential customers to find your practice online.
Many of these methods serve as a tangible way to broadcast your practice's services and brand. Everything from posters to brochures and commercials on TV/radio are considered to be forms of traditional marketing.
One of the most legitimate criticisms of traditional marketing is the fact that it typically targets an array of different demographics. Consider a radio advertisement that is played on a local station; it only reaches those who are tuned in at the time when the advertisement is broadcast. Perhaps more importantly, it does not narrowly target specific crowds of people who are sincerely interested in your practice's services.
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