In recent years, more and more businesses are ditching the traditional forms of marketing and embracing a more digital presence. However, traditional marketing – such as print ads, billboards, TV commercials - basically any form of marketing that doesn’t use the internet - still has its perks. Each type of marketing can be effective in its own way; businesses just need to know how each can benefit their company. There are times when digital marketing is the better option and times when traditional marketing proves the better route.
With that said, how can a business know what strategy is best for them? We’re going to get into that for you. But first, let’s go over the basics.
What is Digital Marketing?
As mentioned, digital marketing is any form of marketing that uses the internet. This includes social media, search engines, email marketing, and eBooks, just to name a few. With the invention of smart phones and the ever-increasing screen time from the users, digital marketing has experienced immense growth in the past decade. More and more business owners are realizing the huge potential their business has in online marketing. This explains the increased marketing presence on social media that you see in sponsored posts on Instagram and Facebook.
Benefits found by marketing digitally include: advanced targeting options, better ROI and measurable results. These benefits are especially valuable for businesses that don’t have a huge marketing budget. Compared to marketing traditionally, a business can reach more people with less investment using digital.
What is Traditional Marketing?
At this point, we know that traditional marketing is any form of marketing that does not use the internet. This includes the billboards you see on the side of the road, catalogs, newspaper ads, commercials, etc. While it makes sense to assume that this kind of marketing originated around the Industrial Revolution, it has actually been around much longer than that. Traditional marketing is anything that promotes a product or services in non-digital format. This means that the ads China used to sell their needles in the Song Dynasty are considered traditional marketing.
Traditional marketing has a proven success rate, especially TV. TV reaches approximately 70% of a country’s population each day, 90% in a week, and nearly everyone in a month’s time.¹ Think about the Super Bowl commercials. Some viewers aren’t even interested in the teams playing, they just want to check out the commercials between plays. Traditional marketing also claims the advantage for businesses that want to reach a local audience.
Digital vs. Traditional Marketing
Back to the question at hand – how can businesses combine digital and traditional advertising strategies to maximize their marketing efforts?
Traditional marketing usually resonates with the older generation, so for businesses that have an older target audience, traditional marketing may be the better option. For a business that has a younger audience, digital marketing may be the best choice. Additionally, if your business can’t afford to drop $5 million on a Super Bowl ad, then digital marketing is a great option for you. The key to creating a successful marketing strategy is determining what your target audience is looking for, what your business is capable of, and moving forward from there!
The bottom line is, your company shouldn’t choose between digital or traditional marketing, but rather figure out how to best combine the two. TruChoice can help you determine what’s best for your company. Contact us today for advice on how your company can secure more business!