Traditional marketing is used everywhere in our everyday lives; they are the advertisements in our newspapers, the never ending ads on the radio, the pointless post we receive and not to add the annoying adverts with grinning faces telling us how great their product are on the TV. Although these types of marketing seem exhausted in the new digital revolution we live in today, but traditional marketing still has a number of benefits. It offers a tangible
product for the potential customer to hold and look at, and can reach
people who don’t use the internet or social media. (West, 2014)
Digital Marketing
Therefore digital marketing is the ads on websites, the branded online videos we see, social media and the spam we receive daily. Most people see these types of digital marketing as just traditional marketing nowadays, seeing as we're now more likely to be looking at the vast amount of marketing online rather than when we are doing other things out and about or at home in our leisure time. This is shown where O'Reilly, said 'Digital is set to lose its prefix and just be referred to as “marketing” this year as all marketers’ output will become “inherently digital” over the coming months'. Therefore we must look into what makes digital marketing so much better than traditional marketing.
Advantages of Digital Marketing vs. Traditional Marketing
Yes .... and no. The debate shouldn't really be about whether digital marketing is better than traditional marketing. Instead the debate should be shifted as to how the two channels work together and how marketers can get the most out of both channels?
The best way to look at this question is to see that traditional marketing targets a broad audience with its marketing and then digital marketing can then be used to create a connection with the customer (Kates, 2013). For example, imagine at a music festival when a marketing campaign comes up on the big screens (traditional marketing) and then they get the audience to text in or send pictures of themselves to get onto the big screen, this could be seen as an effect use of both marketing channels to firstly get the audiences attention and then enable them to interact with the company and create a connection with it.
Therefore marketers should not look into how they can replace their traditional marketing with digital but would just need to be more aware of how important digital marketing is now and how there is just a slight shift from traditional to digital but without forgetting about traditional completely. This view can be backed up with eMarketer's expected Mobile spending in 2016 as being $21 billion; a huge rise from being $7 billion in 2013 and showing how much digital marketing needs to be utilized (Kreutzinger, 2013) . Overall it is important not look at traditional vs. digital as an “either/or” proposition, and instead look at it as an opportunity to engage consumers universally.
Digital Marketing
Therefore digital marketing is the ads on websites, the branded online videos we see, social media and the spam we receive daily. Most people see these types of digital marketing as just traditional marketing nowadays, seeing as we're now more likely to be looking at the vast amount of marketing online rather than when we are doing other things out and about or at home in our leisure time. This is shown where O'Reilly, said 'Digital is set to lose its prefix and just be referred to as “marketing” this year as all marketers’ output will become “inherently digital” over the coming months'. Therefore we must look into what makes digital marketing so much better than traditional marketing.
Advantages of Digital Marketing vs. Traditional Marketing
- Level playing field - The large companies always have huge marketing campaigns and its harder for the smaller companies to compete with their finesse in the marketing field. Although if a small company had a well thought out site with a smooth customer journey it can compete with the best of them.
- Cost Effectiveness - Traditional marketing campaigns can be very expensive, although putting an ad on a website is a lot cheaper then say, a billboard in a prime place.
- Simple to Measure - There is no other form of marketing that can so precisely measure where your leads are coming from and what actions they are taking when they reach your website. Using Google Analytics to measure specific goals you want to achieve and provides a good insight into how many people are opening and reading emails.
- The average Facebook user has 190 friends of which an average of 12% see their liked posts, that one message from the company would have been seen by 15 new prospects.
Yes .... and no. The debate shouldn't really be about whether digital marketing is better than traditional marketing. Instead the debate should be shifted as to how the two channels work together and how marketers can get the most out of both channels?
The best way to look at this question is to see that traditional marketing targets a broad audience with its marketing and then digital marketing can then be used to create a connection with the customer (Kates, 2013). For example, imagine at a music festival when a marketing campaign comes up on the big screens (traditional marketing) and then they get the audience to text in or send pictures of themselves to get onto the big screen, this could be seen as an effect use of both marketing channels to firstly get the audiences attention and then enable them to interact with the company and create a connection with it.
Therefore marketers should not look into how they can replace their traditional marketing with digital but would just need to be more aware of how important digital marketing is now and how there is just a slight shift from traditional to digital but without forgetting about traditional completely. This view can be backed up with eMarketer's expected Mobile spending in 2016 as being $21 billion; a huge rise from being $7 billion in 2013 and showing how much digital marketing needs to be utilized (Kreutzinger, 2013) . Overall it is important not look at traditional vs. digital as an “either/or” proposition, and instead look at it as an opportunity to engage consumers universally.
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