Internet Marketing Vs. Traditional Marketing
September 26, 2013
•IADT General, Internet Marketing
• 0 Comments
In the past couple of decades, internet marketing has transformed the world of advertising. Now that everyone spends time checking email, browsing websites, and staying up to date on social media sites, it makes perfect sense for companies to reach out to their audience on the web.
But traditional forms of advertising haven’t gone anywhere. Every day, you see TV commercials, billboards, magazine ads and more.
So what exactly should the marketing strategies of today’s savvy businesses look like? This is the question that marketing professionals are responsible for answering. How should companies divide their budgets between internet and traditional marketing? How can you tell which form of marketing to use for a certain campaign?
The first step to finding out is learning the major differences between internet marketing and traditional marketing, as well as the pros and cons of each.
Why Internet Marketing is Easier
Internet marketing is easier to implement and has many advantages over traditional marketing. Here are some of the reasons why.
Personalization. Internet marketing content is easy to personalize because companies can tap into visitor data and demographic information to customize ads for different customers.
Measurable Results. In traditional marketing, you can’t measure how many people read your magazine ad, but in internet marketing you can track views, clicks and more to measure engagement and ultimately the success of the campaign.
Accessibility or Reach. An ad on a website can reach thousands of visitors browsing on personal computers, tablets or phones, whereas a billboard can only be viewed by those who drive by it.
Modification. If you catch a mistake – or simply want to update something – on a website, you can quickly change it online. Once a print advertisement is published, however, changing it is out of your control.
Timing. The key to a successful advertisement is relevance, and businesses can publish and promote messages immediately as important events happen in real time.
Cost. Print and TV ads are usually expensive to produce, but many forms of internet marketing don’t require a lot of budget to create.
The Advantages of Traditional Marketing
Traditional advertising can be found in magazines, newspapers, radio, TV, billboards, phonebooks, door and windshield flyers, direct mail, and through sponsorships. The obvious benefit of it is that it reaches an audience beyond the digital world. But that’s not the only reason companies rely heavily on it.
Another benefit of traditional marketing is that it’s traditional. In other words, it’s much older than digital marketing, so everyone knows that it’s both effective and successful. Also, some people are more receptive to traditional advertisements because they’re familiar.
Consider the Audience
In the end, the type of marketing you use really depends on your audience. As Dave Lavinsky, a contributor to Forbes.com, discusses in his article “Is Traditional Marketing Still Alive?” one of the keys to success is to get the right message to the right customers. Another is to make sure your advertisement shows why your company is unique and that the offer is worthwhile. It doesn’t matter whether choose internet marketing or traditional marketing as long as your campaign meets these requirements.
Use Both Forms of Marketing
The most comprehensive marketing strategies use a combination of traditional and internet marketing. “Using the correct blend of marketing techniques allows you to reach your audience at the most opportune times and in the most opportune places,” says Janae DeRusso, a branding and content strategist, in her agency’s blog. “It makes your brand present and accessible.”
What are your thoughts on internet marketing vs. traditional marketing? Pursue a path in the industry by starting an internet marketing program.