By Sravya Malineni
Don’t you think this is that one question that could answer a lot of other questions?
We’ve all had so many thoughts when it comes to Digital Marketing and also saw how it’s on its way to be the next big thing. Many ask if Digital Marketing would replace traditional; whether the digital world would create a whole new space and have a monopolistic survival; if it’s really better than any other medium for marketing, and so on.. Perhaps, pitting digital marketing head to head with traditional would answer these questions. Doing so is not only important for the mere purpose of distinguishing, rather it would clarify many elements that we should understand before reaching a conclusion.
If you are continuing to read this article, then I’d assume that this is one of the topics that would interest you. So without any delay, let’s dig deeper into the topic. In this article, we’ll be discussing how Digital Marketing differs from traditional marketing, and also if it is really capable of replacing the traditional method.
Digital Marketing vs Traditional Marketing: Medium and Reach
First and foremost, let’s address how both of these methods reach the audience.
Companies usually connect with and reach their audience through social media platforms such as Facebook, Instagram, Google ads, influencer marketing, email marketing, and most medias involving the digital world.
The TV commercials, the huge billboards, the posters, the placements, newspapers, radio, and many more are some of the common ways customers are reached.
So now let’s talk about the difference. Many articles and experts do claim that traditional methods do not reach the specific target as compared to the digital platforms. However, before reaching any conclusion we should also analyse the impact of the connection. Sometimes even if the advertisement is watched by someone out of our target audience, it could not be a bad sign. Imagine travelling in the bus stop and smelling coffee while hearing the radio (Dunkin Donuts), or stopping by the park and seeing a bench made to look like the KitKat chocolate.
Until then maybe you didn’t have donuts or coffee from Dunkin Donuts, or maybe you weren’t the KitKat person, but seeing this ad would create a new image in your mind. Such creative ideas stay with you forever just like these examples have stayed with me in my mind for years now. So now, even if I wasn’t the target audience, by being exposed I might be a potential customer.
The digital platforms offer specific and precise targeting with keywords and many more filters, however to an extent this might limit us until we don’t know the exact group that might be interested in our product or service.
Hence, it would be tricky to declare digital superior to traditional in terms of their reach. Each of the methods have their own importance. Without a doubt every second the number of active users on the internet is rising, however, the experience that is created in real life cannot be replaced by any advanced AR technologies or even robots.
Digital Marketing vs Traditional Marketing: Costs
Businesses run for profits and that’s one of their most important KPIs. Any strategy a company chooses their ultimate and consistent goal is to maximise profits. No matter what platform they choose, whether digital or traditional, the end goal is to increase sales or conversions which would increase their revenue while keeping the costs steady.
To further analyse our chosen platforms, costs would be a good indicator. Even though traditional marketing would seem more expensive, in a way it would be more impactful because of the engagement and involvement it helps brands create. While digital marketing involves lower costs due to the ease of transmission, they might not be permanent as the digital landscape is evolving and nothing is permanent.
Digital Marketing vs Traditional Marketing: Measurable
In this category, digital marketing makes its way to the podium.
Definitely this manner of marketing helps businesses measure the results and analyse the results. There are ways to measure traditional marketing campaigns such as brand trackers but they are nowhere near as in depth or intelligent as the tools available for digital marketing. On the flip side to traditional marketing, the specifics of digital marketing tracking is exceptionally in depth. This makes your learnings extremely clear for your next round of marketing efforts.
Both digital and traditional marketing have their own set of pros and cons. If you think about social media platforms, you might open your app just to scroll through your account and you end up seeing an advertisement about something you just spoke to your friend about. Let alone speak and discuss, nowadays even if we just think about something, it might end up showing up as a sponsored ad. After a point this might get to your head and many find it a breach of privacy. With traditional marketing, this problem is minimal.
Hence, it wouldn’t be right to say that digital would overtake traditional marketing, at the same time it would be wrong to say that only one of them can exist. The right possibility is the coexistence of both platforms in order to together provide an experience most beneficial for the companies as well as consumers.