It is very clear that we now live in a digital age. We are constantly surrounded by apps, tablets, and the online world, it can be very difficult remembering that there was a time when none of this existed! However, over the past year or so, a lot of companies have been reverting back to some traditional forms of marketing, such as flyers, radio adverts, and TV ads. So are we now turning our backs on online marketing? Is it now time to go back to marketing’s traditional roots? It may not be time to ditch online and digital marketing just yet, actually. No company has yet to figure out which is the best form of marketing. To help you figure out which is best for your business, we’ve put traditional and digital marketing up against each other to try and see which comes out on top. Here are our findings!
Marketing starts conversations, no matter what type or form it is. The type and form of the marketing only dictates the types of conversations that are created. For instance, traditional marketing is only able to create one-way conversations. People see adverts or flyers out in the streets, and they have no way of speaking back to you. However, the idea of your product and company has been planted in their head, so they are able to continue the conversation with themselves. A benefit of digital marketing, though, is that it can create two-way conversations. Especially on social media. When you put out a new advert on the Internet or tweet about a new product, people have the chance to instantly get in touch with you. These online conversations on social media are great for creating a rapport with you and your customers, which can really improve their impression of your company.
Lots of people think that digital marketing is a lot cheaper than traditional methods. However, that isn’t always the case. A few years ago, it was certainly possible to boost awareness of your company online for very little cash. All you had to do was send out a tweet and wait for it to be shared across Twitter. You might have also been able to raise your profile by giving some freebies to bloggers in exchange for a blog post about you. However, all that has changed now. Even bloggers want a bit of cash in exchange for mentioning companies these days! The current marketing scene on the Internet is all about sponsored posts. If you want as many people as possible to see your Tweet or Facebook update, you are going to have to pay to get it boosted. So, in some cases, you may spend as much as you would on buying a TV advert or printing out 1,000 flyers. So it’s always worth weighing up the costs both. In fact, after you’ve tried some InDesign training classes, you may find that you can design and print your own flyers and posters for next to nothing.
How much time do you have spare to invest into your marketing? If you don’t have a whole lot of free time, then you should consider just focusing on traditional marketing methods. That is because once the adverts and flyers are out there, you can pretty much forget about things. However, if you go with online and digital marketing, you will need to pay attention to your adverts, tweets, and blog posts long after you have published them and sent them out into the world. That is all because people will be interacting with them, and you should always be there to take control of the conversation. You might also need to follow up with any complaints that crop up on social media as a result of your online marketing campaigns. Obviously, if you are a sole trader, then you will find this extremely time consuming. But for companies who have marketing teams who can dedicate their whole time to this, then the issue of time shouldn’t bother you too much.
One of the main benefits of online marketing is that it is very easy to measure the results of each marketing campaign, thanks to tools like Google Analytics. However, this isn’t possible when it comes to traditional marketing. You won’t have any way of knowing how many new customers traditional marketing campaigns bring to your company. You just need to hope that they are effective!
Hopefully, you are now in a better position to work out which form of marketing is best for you and your company.