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What Today’s Top Executives Need to Know About Digital vs. Traditional Marketing

The marketing industry has undergone radical transformations since the advent of the internet. Traditional marketing still has value, despite the fact that many companies are moving away from it in favor of digital options. Executives in the C-Suite should read this to learn about the advantages of digital marketing over more traditional methods.

What Is Digital Marketing?

Internet-based marketing strategies are all included under the umbrella term “digital marketing.” In order to reach new customers, businesses leverage content, SEO, emails, paid media, and social media.
Digital marketing’s star has skyrocketed in the past decade thanks to the widespread availability of smartphones and the dramatic rise in average daily screen time. Marketing in the digital realm permeates every aspect of our lives, from the emails we receive to the videos we watch online.

Examples of digital marketing include:

 

THE BENEFITS OF DIGITAL MARKETING

Thanks to its comprehensive analytics and interactive capabilities, digital marketing is ideally suited to maximizing the return on investment of promotional efforts. The ability to dynamically automate marketing campaigns and target audiences at a low cost and with clear metrics has opened up new possibilities for the marketing industry.

Web marketing, as described by David Meerman Scott, “is not about interrupting people in a one-way conversation but rather about providing them with valuable information at precisely the time they need it.”

The use of digital marketing has many benefits, including:

1. Measurable results

The field of marketing analytics has advanced to an impressive level of sophistication. Instantaneous campaign metrics, including demographic breakdowns and insights that traditional marketers lack, are now available to marketers. Built-in analytics features are available in many digital platforms and content management systems, providing comprehensive data.

2. Instant interactivity

With the help of digital marketing, customers can instantly communicate with your company through a wide variety of channels. In the past, customers had to go through a longer “pipeline” to have an interaction with a brand, and they often needed to use physical products (like mail-in forms) to do so.

The spread of an idea through the Internet is not a matter of chance. Obviously, this is not a magical solution. That’s not to say it’s completely coincidental. The motivations for social interaction have scientific underpinnings. To follow a recipe for. “This is a real recipe,” she said. Jonah Berger, author of “Contagious: Why Things Catch On,” and associate professor of marketing at The Wharton School.

3. Advanced targeting and automation

Analytics for digital marketing provide information that helps businesses better target their audience than ever before. The use of automation tools and software has also allowed digital marketing to scale to new heights. The primary distinction between traditional and E-marketing is the latter’s emphasis on automated processes and specific audience targeting.

“In a world where customers are not equal, it makes no sense for retailers to treat all of them the same when they walk through the door,” the author writes. The author of Customer Centricity: Focus on the Right Customers for Strategic Advantage is Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School.

4. Better ROI

For businesses and marketers alike, ROI is the ultimate metric of success. Due to the elimination of many middlemen and other inefficient parts of the traditional marketing process, digital marketing is more efficient overall.

In recent years, “management has come to embrace the notion that attracting new customers and keeping existing ones has a significant impact on the corporation’s profits and long-term value.” Professor of Marketing at the University of Pennsylvania’s Wharton School, Raghu Ramalingaswamy “Raghuram” Iyengar

MARKET WHERE YOUR CUSTOMERS SPEND THEIR TIME

Once only a small percentage of Americans had access to the internet, but now it permeates every aspect of our lives. Nearly 90% of U.S. residents now have access to the web. The average daily time spent by Americans consuming digital media has doubled in the past decade, from three to six hours.

When I took office, only high-energy physicists had heard of the World Wide Web; today, even my cat has her own page. Clinton’s Next Generation Internet plan from 1996

In the 21st century, digital marketing is the obvious choice due to the widespread use of the internet.

What Is Traditional Marketing?

In contrast to modern forms of advertising, traditional marketing does not rely on the web or other forms of electronic media. Advertisements on billboards, in newspapers, on radio, and via telemarketing all fall into this category. Traditional marketing, as its name implies, refers to a time-tested method of advertising that dates back centuries, if not millennia.

It’s a matter of sheer magnitude. You want to be able to reach the huge market of people who prefer to shop in physical stores because there are only so many people you can reach online. From “Location is (Still) Everything” by David Bell

In spite of the fact that digital marketing has become the dominant form of advertising, traditional marketing is still a formidable competitor that can yield significant outcomes under the right conditions. Traditional marketing has not been eliminated entirely, but it has been disrupted by the rise of digital marketing.

THE BENEFITS OF TRADITIONAL MARKETING

Our culture tends to be very short-sighted, so it’s easy to become obsessed with quick fixes. While there are undeniable benefits to digital marketing due to its speed and ability to reach a larger audience, traditional marketing still has its place.

Traditional advertising has many benefits, such as:

1. Traditional marketing resonates with older demographics

Even though the rise of digital media has changed the way the majority of Americans get their news and information, traditional marketing still has its loyal followers and is easy to implement. According to a report by the Luxury Institute, middle- and upper-class baby boomers are more likely to consume traditional advertising media (such as television and newspapers) than are millennials.

2. Proven success rate

Companies wouldn’t spend $5 million on a 30-second spot during the Super Bowl if they didn’t believe in the efficacy of traditional marketing. Thinkbox estimates that 70% of a country’s population can be reached by television in a single day, 90% in a single week, and nearly 100% in a single month. According to research from Bizo and Epsilon, direct mail has a 4.4% success rate, while email only has a 0.12% success rate.

3. Local advantage

In some situations, analogue methods, such as event marketing and local marketing, can outperform digital ones. Over digital ads, emails, and content marketing, 41% of marketers say events are the most effective channel. Local newspaper advertising is another effective strategy that can help businesses reach their target audiences.

Using Digital and Traditional Marketing

Although traditional marketing still has its place, it is increasingly being supplanted by digital marketing as the preferred method of advertisement for many businesses. Successful marketers are not making a false choice between traditional and digital advertising but rather integrating the two to maximize impact.

Although Tidings considers traditional marketing to be an essential component of their Local Marketing Stack, they do not implement it until after a number of digital marketing innovations have been implemented. Combining digital and traditional marketing strategies is essential for businesses to achieve optimal results.

 

 

 

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