Arunima Sethi Content Curator
Content Curator
“The good news is everything is a click away. The bad news is that everything is a click away. The question is whether you are worth reaching. Whether you are worth buying. - Seth Godin “
Great marketing is the backbone of all organizations and companies. It means understanding your customers’ needs and wants properly before you present them anything, and then offering the products and services in the best possible way. A great marketing strategy involves researching marketing opportunities, choosing a target market, deciding on the unique positioning, implementing marketing tactics, and evaluating the results.
There are two types of marketing that all companies and organizations use - Digital Marketing and Traditional Marketing. Companies often combine both traditional and Digital Marketing techniques while planning their marketing strategies.
What is Digital Marketing?
Digital Marketing is the act of promoting products and services through digital channels, such as Social Media Channels, SEO, Email Marketing, Mobile Apps, and more.
Digital Marketing involves some of the same principles as traditional marketing and is often considered a new way for companies to approach customers and understand their customer’s behavior.
- This form of marketing is commonly used on websites, mobile devices, and social media platforms.
- Digital Marketing is a broad field that includes attracting customers via content marketing, email marketing, search platforms, social media, etc.
- Digital Marketing is facilitated online and uses paid or organic ads on search engines or social media, as well as email marketing, influencer marketing, video marketing, etc
Different Job Roles in Digital Marketing
Here are some common roles associated with Digital Marketing for your better understanding:
| Roles | Description | Average Annual Salary |
|---|---|---|
| Social Media Manager | A Social Media Manager manages an organization's online presence by developing a great strategy, producing good content according to user’s preference, analyzing usage data, facilitating customer service and managing projects and campaigns | 4.1 LPA |
| Web Developer | Web developers create and maintain websites efficiently. They are also responsible for the site's technical aspects, such as its performance and capacity, which are measures of a website's speed and the traffic the site can handle. | 3.0 LPA |
| Content Creator | A content creator makes and provides content for digital channels, such as websites and various social media platforms, targets a specific end-user or audience. Content creators can create various materials, ranging from blogs, images, news reports, and videos to audio content, emails and social media updates. | 3.7 LPA |
| SEO Specialist | SEO specialists identify strategies, techniques and tactics to increase the number of visitors to a website and obtain a high-ranking placement on the results page of major search engine platforms like Google and Bing. By generating more leads for the business you'll open up new opportunities for growth and profit of businesses and organizations. | 4.0 LPA |
| Email Marketer | An email marketing specialist is a digital marketer that focuses on managing email lists, creating emails, and nurturing leads through written communications. Email Marketer is responsible for setting up automation workflows—like welcome emails, abandoned cart emails, and order confirmation. | 4.3 LPA |
| Graphic Designer | Graphic designers are visual communicators who create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers’ attention. They develop the overall layout and production design for applications such as brochures, advertisements, magazines, and reports | 3.0 LPA |
| Video Editor | A video editor is the person who makes production and/or post-production changes to a film, television program, commercial, or promo. The video editor works closely with the director to achieve the best final film outcome, with the goal of telling the story in the most successful and compelling way. | 3.0 LPA |
What is Traditional Marketing?
Traditional marketing includes marketing methods that can be used without the internet. These methods have been around the globe for decades and are typically used less often in the 21st century. However, they’re not without their strengths and are still helpful and relevant.
For some businesses, traditional marketing strategies work better depending on the type of company. Their target audience would prefer traditional marketing instead of Digital Marketing.
- Traditional marketing is a very useful type of marketing if one wants to reach the older generation. Many reports and surveys prove that people who are older than 50 years watch TV and read newspapers twice the time compared to people who are 20 to 30 years old.
- Traditional Marketing is beneficial if one wants to establish or develop a firm or business with the assistance of a larger local audience. Small businesses grow better by using flyers and billboards all across the street. It is because it can attain the attention of a local audience easily who resides in the city.
- One huge advantage of traditional advertisements is that they get played repeatedly without skipping them. But in Digital Marketing, people have the option to skip them easily.
Digital Marketing Vs Traditional Marketing
The following section highlights some of the key differences between Digital Marketing and Traditional marketing based on different parameters such as cost, reach, communication, etc.
| Parameters | Traditional Marketing | Digital Marketing |
|---|---|---|
| Definition | Traditional marketing refers to any type of marketing that is not online and includes marketing through print, direct mail, broadcast, phone, and outdoor advertising like billboards. From newspapers to radio, this method of marketing helps to reach your targeted audiences. | The term Digital Marketing refers to the use of various digital channels to market products and services in order to reach consumers. This type of marketing involves the use of social media, websites, search engines, mobile devices, etc. Digital Marketing became well-known with the advent of the internet in the 1990s. |
| Cost | Traditional Marketing is not cost-effective and may become expensive in the long run. | Digital Marketing is a cost-effective-promotion technique. |
| Flexibility/Nature | After the posting of the advertisement, it cannot be changed. It is not flexible | Even after the posting of an advertisement, it can be changed. It is flexible. |
| Results | The methods opted for traditional marketing for market analysis by a company leads to waiting for weeks or months to get results. | Digital Marketing gives fast results and thus helps in getting real-time marketing results easily. |
| Methods | T.V. Advertisements, Radio, Banner Ads, Broadcast, Sponsorship, Print Ads, Door to door campaigns | Search Engine Optimization (SEO) Pay-per-click (PPC) advertising Web design Content marketing Social media marketing Email Marketing- Hubspot, Mailchimp |
| Measurement | Traditional Marketing is difficult to measure. | Digital Marketing is easy to measure with the help of different analytics tools. |
| Return on Investment | It is difficult to quantify the ROI in traditional marketing. | It is easy to calculate ROI in Digital Marketing. |
| Reach | The traditional type of marketing has local and limited reach. | The digital type of marketing has carried a wide and global reach. |
Pros of Digital Marketing
The following points highlight the advantages of Digital Marketing:
- Cost-efficient– If you’re on a low budget then Digital Marketing is perfect for you. The best part is that you can do a lot with a limited budget and get the desired results. It is much more cost-efficient as compared to traditional marketing and it is much easier to control and keep track of the budgets as well. This is great for startups, especially.
- Measurable results – The marketing results are real-time and trackable quickly. You can track how a user navigates your website, leads, conversions, etc. With many metrics to choose from, you can get an in-depth analysis of your marketing efforts and strategies.
- Targeting – With Digital Marketing, it is much easier to communicate with the right type of audience that you are targeting. With filters, you can set specific attributes for your target audience on the basis of location, state, and occupation narrowing down relevant users.
- Immediate Conversions – In the case of social media posts, websites, etc. conversions are quick and on-the-spot unlike traditional marketing wherein a user is directed to a phone number or a physical store and conversions take time.
- Reach – The reach is global when it comes to Digital Marketing and the investment involved can be very minimal.
- Interactive – Digital Marketing is highly interactive as it makes use of a two-way approach to communication using comments, shares, likes, polls, etc. You can easily strategize your communication to be conversational to increase engagement and connect with your audience.
Cons of Digital Marketing
The following points highlight the challenges in Digital Marketing:
- High Competition – With Digital Marketing, there is global reach which means there is also global competition to face. It is difficult to stand out from the crowd – your product/service and communication need to be very unique and original.
- Fast-changing – Marketing tools and trends are fast-changing and hence, it is important to keep up to date with them all the time.
- Skills and Training – Creating Digital Marketing campaigns and training marketing executives is time-consuming. To Become an Expert in Digital Marketing and learning all skills take time, practice and consistency.
- Tedious CRM – Carrying out CRM (customer relationship management) can be very challenging and stressful. Negative feedback would be displayed on your website for all your customers to view and can affect your brand reputation. Managing it is also not very easy.
Pros of Traditional Marketing
The following section highlights the advantages of Traditional Marketing.
- Highly Effective – Traditional marketing has a good success rate as it is an age-old method of marketing for decades. It has been tried and tested to reach the right target audience.
- Local Targeting – It is easier to reach a local audience with traditional marketing. For example, through radio broadcasts and billboards you can target the audience of a particular town or city with ease. It can also help target rural areas easily where newspaper, radio, and television marketing work better.
- Easily processed – Information in hard copies is easier to process mentally, remember and recall in the future.
Cons of Traditional Marketing
The following section highlights the challenges in Traditional Marketing:
- Decrease in Popularity – Many brands prefer going online rather than sticking to traditional marketing methods such as newspapers and magazines because of the higher reach of the internet and its easy accessibility to most people. To dig deeper, some Digital Marketing vs traditional marketing statistics state that around 60% of businesses have already shifted their marketing efforts to Digital Marketing.
- Costly – It is more expensive compared to Digital Marketing because there are printing costs involved for newspapers, magazines, pamphlets, fliers, etc. Running advertisements on television and radio is costly as well and billboards need to be rented. In Digital Marketing, there are fewer costs involved when it comes to marketing.
- Difficult to Track- The downside to traditional marketing is that there are ways of tracking the results of the campaign but there is no in-depth analysis of the results. Hence, there is no one way of knowing what could be improved or done differently or what went right or wrong in the previous campaigns.
Conclusion
The question shouldn’t be to use one of traditional marketing or Digital Marketing. Instead, how to use both methods to market effectively to get the best of both worlds. Some businesses may benefit from using one way of strategy, but as a whole, it is possible for both methods to thrive together harmoniously because of the uniqueness they bring to the table. It is important to understand and analyze your customer's needs. The marketing should be customer-centric and must focus on customer buying behavior.
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