Edited by Rivermore Academy
Every day, we hear, "I want to do marketing; marketing can make my business grow." But do you really understand marketing? Traditional marketing and digital marketing— which one is more effective? Which one suits your business?
The purpose of marketing is to promote products and successfully achieve sales goals. In the modern, technologically advanced society, marketing has evolved into two major modes: traditional marketing and digital marketing.
In reality, these two marketing modes aren't absolutely good or bad, right or wrong. However, as a marketer or a business owner, you must comprehend the differences between them and understand which mode suits the products you want to promote.
Different Marketing Channels
Traditional marketing channels generally include print advertising, telemarketing, broadcast/TV marketing, street marketing, billboards, direct sales, and more. These ads give a more formal and trustworthy impression. For instance, if you want to engage in broadcast/TV marketing or billboard marketing, you must comply with relevant laws and regulations, making people more inclined to believe in the products being advertised.
But, of course, there are downsides:
1. High costs: Especially for broadcast/TV marketing, billboards, print advertising, etc., these are marketing methods where costs cannot be immediately withdrawn after input.
2. Difficult to measure and change: Before inputting in traditional marketing, it's challenging to predict the effectiveness of these ads. Once invested and the results are seen, it's difficult to make immediate changes to achieve better results.
Digital marketing channels generally include social media, search engine marketing, content marketing, email marketing, online advertising (Google Ads, Facebook Ads), and more. These ads are relatively lower in cost and it's easier to see results and make corresponding modifications. Additionally, digital marketing enables global coverage through the internet and allows for targeted approaches to specific audiences.
However, digital marketing has its downsides as well:
1. Technological dependency: Digital marketing relies heavily on technology and generally requires specific digital marketing talents, who must continually learn new marketing methods.
2. Information overload: Due to the low cost of digital marketing, many companies are engaging in it, leading to intense competition on digital platforms.
3. Reduced credibility: The low cost of digital marketing means fraudulent groups also use it for scams, causing some customers to be sceptical and not immediately purchase your product.
Unique Sales Strategies
Traditional marketing always revolves around the 4Ps (Product, Price, Place, Promotion) to formulate and execute sales strategies. For example, sales strategies are formulated based on elements such as product features, quality, packaging, brand, etc., and pricing and promotional activities are carried out based on product prices.
While this method is effective, the limitations in sales channels restrict many aspects of a company's development.
Digital marketing, at times, formulates sales strategies based on the 4Ps but mostly relies on customer needs and market trends. It builds close relationships with customers through channels like social media. This sales strategy provides customers with a different experience and allows for diverse, even personalized, sales strategies that precisely target the intended audience.
Traditional and Digital, Hand in Hand for Prosperity
Traditional marketing and digital marketing each have their merits, but whether you choose purely traditional marketing or purely digital marketing, neither is the optimal choice.
A successful marketing strategy cannot favour one side over the other. Learning and understanding how to combine various marketing techniques is the best approach to marketing. Therefore, marketers or business owners, beyond the traditional, you must also learn digital marketing.
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