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Traditional Media Marketing Vs. Digital Media Marketing
Mostly we hear about how digital marketing is advanced than traditional marketing, and it makes an impression that digital marketing had taken over traditional mediums. And businesses now only approach the digital way for marketing.
No! It’s not true at all. As I mention earlier, a seller has no interest in what the medium is, but his only focus is on how he can sell his products or services. And therefore they cover every place where they could reach their buyers. And buyers can be anyone from the crowd.
So Traditional and Digital marketing are not opposite approaches, but they process parallely to fetch the same goal, that is to find and keep the customers. However, working on them is totally different. Hence Digital Marketing is a different unit in marketing department of a company.
Let us see how they are different.
Advantages / Importance of Digital and Traditional Marketing –
- Reach to the Audience
As the primary goal of Marketing is to reach audience, let us start with, how sellers can reach people with these two approaches.
Traditional Marketing covers the local mass audience. Through newspapers, radio or television sellers can cover a large number of audiences in selected category. Audiences can be categorized region wise, age wise or any other type. For example, posters or hoarding can be seen by the people who cross that road. Through radio channels also people of a particular area or city can be reached. Advertisements on the channels can be seen by the people of the family who spend time watching TV. So even in the absence of internet seller can influence large number of people.
While digital marketing provides a seller to create his brand value globally. And at the same time seller can reach out to the niche audiences to promote his offers. As we know all digital mediums is nothing but software programs, running on the internet. While putting advertisements on the Google or Gmail or Facebook, there are options available for the sellers which allow them to make choices like, who will see their ads. They can choose their targeted audiences according to gender, age group, profession, region etc.
It allows seller to reach the niche audiences, who might be interested in the particular products.
Digital Marketing is definitely cost effective than Traditional Marketing. As we learned above, in digital marketing, only a section of audience who might be interested in the products can be approached. On the top of it, the advertiser (seller) needs to pay only for the number of people who saw his Ad. It is called pay per click . These advertising programs, Google Ad words, or Facebook Ads, allows the advertisers (sellers) to provide a budget, and sellers pay the money for the total clicks on their advertisements. This ensures that only interested people are watching their Ads, which apparently increases the chances of sales. Also the amount is very less as compared to the newspaper Ads or hoarding or radio Ad or TV Ad.
But as the rest of the audience who do not use internet at all or use it very less, are also very important for the sellers. They put a particular budget for traditional marketing also. So in marketing budget, amount is kept for both the mediums.
- Accessibility for Clients
Familiarity of the medium makes it easy to understand. So, the people who are not comfortable with internet, and are fond of newspapers, radio, television, or just tale phones will definitely prefer traditional mediums to understand any product. While the younger generations who spent hours the internet are probably not in touch at all with the traditional medium. Preference of the medium totally depends on who are the Target audience.
- Audience Interaction
Traditional Media involves one way communication, while digital marketing involves two way communications. Audience are targeted they can communicate back to the sellers through views, shares, likes, and comments or Emails, chats and reviews. These way sellers can get immediate feedback and they also can immediately respond to their clients on individual levels, even on one on one interaction.
- Analysis of Marketing Plans-
After a marketing campaign an analysis is done, learning outcomes are noted for further promotions and re-marketing. Digital Marketing provides accurate results, as it makes use of software programs, such as web analytics which make the result measurable and track able.
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