With more than three billion people worldwide now using the internet daily, it’s safe to say we are fully entrenched in the digital era. With such a huge proportion of the world’s population regularly scrawling the endless reaches of the World Wide Web, it stands to reason that digital marketing and being visible and active online, offers a wealth of opportunities for businesses of all sizes and sectors.
However, despite the incredible rise of the internet, social media and digital forms of marketing, ‘traditional’ marketing has by no means been made redundant. On the contrary, traditional forms of marketing such as advertising in newspapers, on the radio and on billboards, still offers effective promotional gains.
Tailor Made Media, marketing specialists based in York, explore some of the pros of both digital and traditional marketing, and why the savviest of brands are committing to both…
The pros of traditional marketing
The surmise that print is dead, couldn’t be further from the truth. While the digital age means many of us are consuming news and other information online, you only have to look at the rows of newspapers and magazines on shelves in shops, to realise print has far from met its demise.
Advertising in print formats such as newspapers and in magazines offers one unique advantage over digital forms of marketing. Print materials can be kept and browsed upon with ease at any point. Having a ‘hard copy’ means people can reread advertisements and features repeatedly.
Traditional media also has a more ‘local’ element than digital media. By advertising in a local newspaper, on a local radio station, on a billboard in the city centre, or in a town’s post office, means businesses can reach a local audience with minimal effort.
Of course, a huge segment of the world are active consumers of the World Wide Web but not everyone is. Certain age groups and other demographics are less inclined to shop and research products online. Research shows, that compared to younger generations, baby boomers are less likely to shop online.
With this in mind, for brands and marketers aspiring to reach older generations, traditional marketing might be the most effective way to reach older target audiences.
Pros of digital marketing
The internet is an inherently boundary-free world and the globalised environment of digital offers unparalleled opportunities for brands and organisations to get their products and services recognised on an international scale.
Digital marketing also offers a truly personalised type of marketing that cannot be achieved through traditional methods such as print or TV advertising. Brands and marketers can create a customer database which means that they can reach out to consumers with targeted offers. By tailoring and refining customer profiles, brands can market extremely effectively.
Online marketing campaigns can also be measured and tracked through web analytics and other digital metrics tools. This effectively makes it easier for brands to see what’s working and what’s not working in their marketing efforts, and tweak marketing campaigns so they achieve maximum results.
Digital marketing is typically less expensive than many traditional forms of marketing, as brands can implement a suitably planned and properly targeted digital marketing campaign, which can help them reach their target audience in a cost-effective way.
Despite the inherent differences and pros of both digital and traditional marketing, combining the two approaches can often be the most effective way to maximise the impact of your marketing efforts.
If you are looking to take your marketing efforts to new heights in 2018, Tailor Made Media can help you achieve your marketing goals and ambitions. We use both an online and offline approach to raise awareness of your brand, your products and services. Get in touch with Tailor Made Media today for bespoke marketing solutions.