Sticking with traditional marketing is not a good idea. Check out this guide to learn why it’ll lead to your business closing down.
Marketing is a necessary part of business operations – you need it to expand brand awareness, bring in leads, and convert customers. It can be tempting to stick with the tried and true method of traditional marketing. However, if you ignore all other kinds of marketing, it will drive your business into the ground.
Read on to learn more about traditional marketing. Today’s technological landscape is all about transparency and engagement. We’ll show you why expanding your marketing efforts to digital is necessary!
Traditional Marketing vs Digital Marketing
Traditional marketing is distributed through print, billboards, television, telephone, and radio.
The longevity of traditional marketing and its ability to reach a wide local audience makes it appealing. It’s a tried and true method.
Digital marketing consists of any kind of marketing done digitally. It evolves at the same fast pace as the Internet. This can be anything from YouTube videos and Instagram posts to banner ads on relevant websites.
Why Choose Traditional Marketing?
Traditional marketing still has applications today. There are billboards along the road and advertisements in magazines. They preview during our favorite tv shows and commercials on the radio while we’re driving to work.
Much of traditional marketing’s benefits are rooted in tradition. The printed word still holds respect and authority, and people are still sitting down to read their morning paper. We carry our cellphones wherever we go, making telemarketing still an appealing method. Likewise, people are still subscribing to cable packages.
Traditional marketing is capable of thrusting your business into the public eye. To do this you need to have a USP (unique selling proposition) and target market. However, the rise of digital marketing is making traditional marketing’s drawbacks more apparent.
You need to be able to measure the results of your marketing campaigns to know if they’re effective. By measuring results, you can determine what resonated with your audience and what didn’t, incrementally improving your campaigns. This is notoriously difficult to do with print.
Knowing the paper or magazine your advertisement is printed in has circulation throughout a city doesn’t matter. There’s no way of telling how many people actually viewed your advertisement.
To measure your results, you’ll need to ask customers how they heard about your business and manually track their feedback. Another option is to publish a coupon, discount code, or gift voucher and see how many are redeemed.
Digital marketing gives you these results instantaneously. You’ll know that each dollar you’re spending it contributing to your marketing goals.
Permission vs. Interruption
Most traditional marketing is interruption marketing. This means you’re paying money to interrupt people from what they’re doing to deliver your message. These can be television and radio commercials, unsolicited calls from telemarketers, and flyers in your mail.
Permission marketing is marketing that people have knowingly agreed to receive. These agreements could be following a brand on social media, following a Facebook campaign, signing up to be part of a mailing list, or seeing relevant advertisements on a SERP.
Permission marketing needs to provide value so that people choose to view your marketing efforts. Interruption marketing is most effective through memorability and scale. Permission marketing is about creating content that potential customers want to interact with and consume.
Interactivity isn’t possible with traditional marketing. Your audience is viewing static text or imagery, and after a few seconds, they’ll move on. The interruptive aspect of your advertisements puts you at an even greater disadvantage of garnering their interest.
Digital marketing is all about interaction and engagement. Brands can respond to customers on Twitter, Facebook, and Instagram if a customer is having an issue. Pleased customers leave their own reviews and comments on products and services. Those reviews serve as free advertising for the brand by describing their experiences.
Interactive marketing is all about delivering relevant results based on a consumer’s actions. Think about the “suggested reading” selections on Amazon based on what you’ve purchased. This is a form of digital marketing that provides value to consumers. That’s simply not possible through traditional methods.
Traditional marketing is successful depending largely on the memorability of your advertisement. You want your target market to view or hear that advertisement more than once, or be as visible as possible. Think about those large billboard advertisements that you can’t help but glance at during your morning commute. This becomes extremely cost-prohibitive for small to mid-sized businesses that don’t have large marketing budgets.
Worse, when you want every dollar to count, the ROI of traditional advertising is difficult to quantify. For print advertisements such as flyers, you also need to take into account the price of materials and labor to distribute them.
Evolving Your Marketing Methods
As you can see, traditional marketing still has applications today. Relying on it alone isn’t an effective way to market your business. Digital marketing provides flexibility, engagement, and the ability to make fine-tuned adjustments to your message.
For the longevity of your business, you want to think about the rapport you’re developing with customers.
Ready to partner with a team of dedicated professionals? We can transform your company’s digital marketing strategies. Start getting results with us today!