The term “marketing” entered the business scene in the late nineteenth century. Since then the practice of marketing has gone through many evolutions to keep up with the world we live in. As the internet became more prevalent in everyday life, traditional marketing was adapted to become digital marketing. But besides the obvious influence of the internet and other connected devices, what is the difference between traditional and digital marketing?
Mediums Used in Digital and Traditional Marketing
Online marketing, or digital marketing, is distinctly different than traditional marketing because of the many digital channels involved. Mediums such as display advertising, search engine advertising, search engine marketing, social media marketing, email marketing, video, and SMS marketing all live under the umbrella term of digital marketing. On the flip side traditional mediums include TV commercials, radio commercials, print ads, advertorials, billboards, promotional items, and events.
In traditional marketing, results are often estimated. For example, let’s say a business uses a commercial on TV to advertise their upcoming product launch. The business can get average audience demographics and audience size from the network but measuring exactly how many people purchased that product as a direct result of that commercial is hard to say. However in digital marketing, that same advertisement could be displayed online with a link to the product page on the business’s website. Using this method, the company can gather more accurate data on the effectiveness of their advertisement. For this reason, digital marketing is more “results friendly” because of the data that can be collected about the audience, marketing tactic and your brand.
Cost Comparison of Digital vs. Traditional Marketing
There are both similarities and differences in the price your business will pay for traditional and digital marketing techniques. One difference is that print, radio and TV advertisements are historically very costly to secure where as digital advertisements such as Google Ads, allow you to name your price. Additionally, some online marketing tactics, such as promoting products or services via your own social media, are free. But like traditional advertising mediums, running an online advertisement for an extended period of time to a very large target audience can get expensive quickly.
So when creating your marketing campaign strategy which route do you choose, traditional or digital? Each business has unique needs and goals and may need to use a tailored approach combining the two methods in order to meet those goals. If you need help navigating the marketplace, let the professionals at Brand Iron guide you. Click here to get started today.