Digital Marketing Versus Traditional Marketing-Part 2

traditional vs digital marketing
Traditional versus Digital marketing

Difference between Traditional and Digital Marketing

Online Marketing and Traditional Marketing

For any marketer it is becoming important to keep a balanced approach when deciding the promotional mix between the traditional medium and digital medium.  Increasing % budget allocation in digital promotion clearly indicates an increasing  concern for  scope of digital marketing (Increasing  the budget share from  2-3% to 10%). As per Gartner report, multinationals such as Coca-Cola and Procter & Gamble devote as much as 40% of their budgets to digital. Previous write up dealt with some major difference in digital and traditional marketing.

Digital Marketing and Traditional Marketing:

The methods of marketing have always changed and improved, and there is always an urge to  get your message across to consumers in a better way than your competition.

Digital marketing gives a platform to converge modern communication technologies and the marketing principles in favor of your product/ business/service. The debate will always persist as to whether digital marketing is better or traditional marketing or whether one is overpowering and surpassing the other form of marketing. Continuing from the previous write up , would like to present some more differences between digital marketing and traditional marketing are : 

Particulars

Traditional Marketing

Digital Marketing

6 Reach It is limited to the audience of that particular  media. Reach only a local audience as planned A digital campaign can reach an infinite audience
Example: The reach in traditional media  is defined with the Viewers/readership of magazines which also is not the best indication for the brand reach . If your brand is placed in magazine X with a readership of 1,00,000 men, you potentially assume that your brand has or will reach to these many potential target men without taking into factor the incidence when your ad goes unnoticed  A campaign goes viral in 1 day reaching millions across world. A click on your banner ad gives you a 100% idea of the people who have seen your ADV/Would be interested in your product (However a click also doesn’t define the final purchase).
7 Results Measurement Results are not easily measured, and in many cases can’t be measured. Results are much easy to measure
  Example: It is difficult to quantify an exact no. of people who have been exposed to your advertisement and which source of advertisements led to the sales( effect of TV or radio or print etc) Through Analytics it’s easy to know how many people read your email/ Saw your advertisement and  visited your website, how many actually showed interest and how many got converted.
8. Real time results Difficult to measure.      Easy to measure real time marketing results
  Example: If an advertisement runs in TV /print, it’s difficult to get the real time results unless  you see a cumulative effect and progress. A TV, Press campaign takes at least 2-3 months to start showing the results and sometimes even more  The marketer is able to see the number of prospective visitors in the site, no . of orders for the brand, know the prospective customers at any point of time.
9. Flexibility for Marketer Very less flexibility High flexibility for marketer’s. Flexibility in terms of tweaking the campaign/Changing the creative layouts.
10 Brand communication reach measurement It’s difficult to measure the actual numbers of target audience who have been exposed to the Brand communication.

  1. 1.      One Advertisement being run in between 8-8:30 pm was seen by age group 30+ whereas the target audience for the brand is 18-25 yrs. Such situation is difficult to take into account and is difficult to measure to 100% accuracy
What is the potential reach and effect  of your Banner Adv/ Facebook post/Newsfeed/ Contextual Adv can be measured through any social media platforms or analytics measurement platform.  
   
  1. 2.      Measurement tools like GRP, TRP( in TV), footfalls( in OOH) etc remains the only figures  which is taken into account while measuring the return on investment
  2. 3.      For Ex; If you place an advertisement in a highly crowded mall, you assume the brand to reach to the number of people who visit the mall, but it’s not necessary that even 5% of the target audience noted the advertisement. Also you would never get an approximate number to gauge the effectiveness unless you test it separately
 
11. Measurement metrics GRP, TRP,CPM, Readership, Visitors in a mall are some measurement being  commonly used No. of Visitors, Likes, Comments, Bounce rate, CPM, CTR (Click through rate), Avg time spent on page, Conversion rate are some of the commonly used terms during the marketing efforts measurements
12. Targeting Targeting is normally done on demographic information like location or age, as well as interests and lifestyle Segmentation can move a step ahead and gives the flexibility to target the customers based on the information they share( moving to psychographics with quantifying the target base)
  Example:   Through Facebook it is easy to target your product to people who have recently got married and that too to an extent to a district level. (If you are selling travel packages).
13. Scheduling of advertisement campaign Normally done over a long period and planned in advance It can be spontaneous. Done mostly based on reactions and responses of the target audience
14. Resources requirement in running a campaign It involves more people involved in managing and executing the process It involves less people compared to traditional marketing
  Example: Running a campaign can have many layers w.r.t the people involved ,be it from client side or from agency side(Conceptualization, Media buying, Media execution, Monitoring, Delivery) can involve many people in successfully conducting a campaign A digital campaign can be run very smoothly by a company or by an agency with 1 or 2 people.

      Be it traditional  or digital media, it is always better to use an optimum mix  of both the mediums for your business /product so as to maximize the revenue and reduce the overall cost. The split depends on the business type, overall objectives, expectation on the return on investment.  

Ball is in your court!!! PLAY it or Leave it.

 Click here to read : Traditional Vs Digital Marketing-Part 1

By Kumud Kandpal  

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digital marketing vs traditional marketing
Digital Marketing Vs Traditional Marketing-Part 1

Online Marketing and Traditional Marketing Digital/Online Marketing is the buzz word in today’s highly competitive marketing environment. It doesn’t take...

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