Digital Marketing Planning

Marketing is an ever-evolving profession because people and technology are always changing. It’s important to keep up to date with new changes and ways of thinking and change marketing strategy accordingly. We want to know: in a modern digital world, are traditional marketing methods still relevant?

Traditional marketing

So what exactly is traditional marketing? Traditional marketing methods have been around for many years. Print, television, radio advertising and direct mail are all classed as traditional marketing methods that have provided business with brilliant results over the years. Traditional marketing methods are popular because they yield results, here we look at the pros and cons of traditional marketing.

Pros

Potential reach – Having a leaflet in a shop, or a billboard that people see when they are out and about can help you reach people that may not otherwise see you.

High success rate – Traditional marketing methods are tried-and-tested.
Not everyone is online – Traditional marketing will reach people offline better than digital marketing.
Personal – Face-to-face conversations, business events and networking are highly personal traditional marketing methods.
A lasting impression – A business card is something that a potential customer can take away with them and think about, a leaflet or brochure can be stored away until a later point.

Cons

Not targeted – It’s not easy to target all traditional marketing. Plus it’s easier to ignore television and print advertisements.
Can be expensive – Traditional marketing is known to be quite expensive, especially if you are advertising to a large market.
Difficult to track – When it comes to putting an advert in a newspaper, you may be able to know how many people bought the newspaper, but it’s impossible to tell how many people actually viewed your ad.

Digital Marketing

As technology develops, there is an increasing number of digital marketing methods. Not long ago, websites were the exciting new phenomenon, but we now have emails, online ads, social media, blogs, search engine optimisation and much more.

Pros

Up-to-date – The great thing about digital marketing is that marketers can be much more reactive, updating information easily and instantly, for little or no cost.
Wider reach – Digital marketing helps businesses reach a much wider pool of people, from all around the world.
Accessible – With technology becoming more accessible and easy to use, any marketer, with any budget can use it.
Measurable – You can see the type of people that engaged with your content on social media, see how many people visited your website and even monitor how long they spent reading a specific page.
Gather data on your customers – As well as being able to track the numbers, you also have a lot of useful data at your fingertips. This can help to target future digital marketing.

Not as intrusive – Consumers are in control because they choose to follow companies and can easily unfollow. However, it can be argued that pop up ads are intrusive to website users.
Two-way conversation – You can create a two-way conversation with customers. This can help you build a relationship, gain feedback instantly and understand your target market and customers better.

Cons

Get left behind – If your business doesn’t have a website, or isn’t on all the latest social media channels, you can miss opportunities that your competitors may already be taking advantage of.
Hard to be heard – There is a lot of competition online and it can sometimes be difficult to be heard above all the noise.
Time-consuming – Content needs to be created on a regular basis, customers need to be responded to throughout the day and sites must be amended regularly to ensure the most up-to-date information appears.
Open to public scrutiny – Whilst it is good you can have a two-way conversation, this does open brands up to negative comments and criticism.

Combining traditional and digital

Getting back to our original question: are traditional marketing methods still relevant? We believe yes they are and can be very rewarding when combined with digital marketing methods.

While digital methods work well, they shouldn’t completely replace traditional methods, especially since each technique appeals to different people and audiences. Combining the two methods is a great way to access a larger audience. Looking at the pros and cons of each, if the two were combined the pros can be enhanced whilst compensating for the cons.

The multi-channel method is widely used by many big brands to convey marketing messages via billboards, TV and print as well as social media. This allows marketing messages to reach all kinds of customers they might not have reached if only one channel was used.

 

Here at Effective Internet, we specialise in SEO management, AdWords management, social media management and website design. So if you want to add digital marketing methods into your traditional marketing mix, please contact us to find out more.

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