According to Dr. Philip Kotler, marketing is “the science and art of exploring, creating and delivering value to satisfy needs of a target market at a profit.” Simply put, Marketing refers to the communication process employed by a particular organization or company to communicate with its target customers or target audience.
The act of buying and selling has been going on for centuries, and the term Marketing has come into action in the late 19th century. But today we live in the 21st Century. The passage of time from the 19th to the 21st Century has been revolutionary. A lot has changed. The world has massively upgraded itself with the emergence of Internet and advancements in technology. And due to this reason, marketing, and its techniques have changed too.
Marketing methods can now be broadly classified into two segments:
Traditional Marketing refers to all the conventional means of marketing tools and techniques employed by marketers to communicate with its target audience or customers. This form of marketing has been practiced since a long time and have been heavily used. Traditional marketing has already proved its worth by giving guaranteed success. Printing ads in the newspapers, pamphlets, flyers, Radio and TV ads stand as good example of Traditional Marketing.
Digital Marketing refers to all the new forms of marketing tools and techniques employed by marketers in order to communicate with its target audience or customers. Marketing of this kind is comparatively newer and is currently in its growth stage. This is no way means that it is preferred less. In fact, it’s just the opposite. In today’s world where technology has taken a huge stride forward, marketers prefer digital marketing tools at an ever increasing rate. Using social media platforms to promote a business and website ads stand as an example of Digital Marketing.
The advent of Digital Marketing has brought up a debate. A debate that which form of marketing has better results. We won’t comment on this. Rather we would lay down the advantages of both the mediums and leave it for you to decide which one you would choose as the winner! So without wasting any more time, let’s find it out:
Advantages of Traditional Marketing
Like I said earlier, Traditional Marketing has been in existence since ages. And due to this, people can easily count on this form of marketing. Getting up in the morning and going through the newspaper while having your morning tea is more of a habit over practice right?
For instance, if your business is based on the local audience you can keep your eyes closed and rely on Traditional Marketing methods. Why? The reason is that these methods are the best ways to communicate with the locals. They feel more connected to these forms of marketing over digital marketing.
Can you imagine a farmer surfing a smartphone while cultivating or sowing? Sounding funny right? Yes, it is. But many of us have seen it in movies, farmers gathering around to watch television or to listen to the radio. Hence, traditional marketing penetrates deeper into this section of the society, unlike Digital Marketing.
Believe it or not, there is still a section of people (a vast area in Asian countries) who don’t have access to the internet. So, digital media to those set of people is still non-existent. Hence, companies still rely on traditional marketing methods to reach those people.
Keep records of your work
In traditional marketing methods, you create something, and you print or broadcast it through a particular medium. You can keep a record of what you are printing or broadcasting with yourself. But in digital media, this is not the scenario.
Advantages of Digital Marketing
Check for yourself
Unlike Traditional Marketing Methods where viewing the reach or the effectiveness of your branding is barely measurable, Digital Marketing helps you check the results of your branding strategies. For, e.g., you simply cannot tell how many people have seen your hoardings or billboard, but the number of views your Facebook post has got is readily available to you.
It’s true that traditional media has more of a concentrated reach and is preferred by local audiences, but digital media has a huge reach across the globe. If you are a brand who intends to build up a global audience, then you should definitely opt for digital marketing and branding.
Scope of Personalization
If you look at the classified section of the newspaper, you will see that barring a few, almost all the advertisements look and feel the same. They are very generalized. But with the advent of digital marketing, you get the chance to decide the look and feel of the advertisements or promotional messages you are posting. As a result, your brand looks much more appealing in this medium over traditional mediums.
Greater Influence on Purchase Decisions
Would you like to go down to a shop which is far away from your home to buy a product or would you like to buy the same product at the same or lower price, while sitting on the couch? This is a huge advantage of Digital Marketing. People on this media are just a click away from buying their selection, and they rarely need to count on other factors while buying your products. Hence, better conversion rate!
Scope of feedback is much more
In traditional marketing, you barely understand what your target audience has to say about your latest advertisement or promotional campaign. But with Digital Marketing, this is not so. People have a great scope of providing their valuable opinion and feedbacks about your product or AD. This means you get to know how your target audience is reacting to your strategies and accordingly, you can reshape or change it. Really huge advantage!
We have listed you some of the most significant advantages of both the forms of marketing. We know that choosing any one as better is really a tough job. To be honest, you cannot mark a clear winner out of the two. It all depends on your nature of the business and your target audience.