Marketing is that aspect of the business that you can never ignore. A wise entrepreneur will set aside a separate budget for marketing alone. We live in the generation where a lot of people do transactions only online, but in Africa, most do not yet know how to use the internet. So deciding between traditional and digital marketing becomes difficult for an entrepreneur in Africa.
What is traditional marketing?
It is the modes of marketing that have been used since the beginning of marketing and advertisements. This includes:
- Flyers and billboards by the roads and highways.
- Ads in related weekly magazines.
What is digital marketing?
Digital or online marketing is the marketing mode of the global village. It includes platforms like:
- Social media like Facebook, Twitter, or Instagram.
- Business networking sites like LinkedIn.
- Promotional ads via emails.
- Paid pop-ups.
- Clickbait links for viral content.
11 Benefits of Digital Marketing over Traditional Marketing
Newspaper ads, television ads, and the likes cost a lot. Online advertising on the other hand is something even young entrepreneurs can afford right out of some saved up money. This in turn helps expand the scope of marketing across boundaries of age and finance.
2.Real time result
With traditional marketing, you have to wait for weeks, sometimes even months before the boosts start to turn up. Online marketing produces quick results. You can see everything in real time including:
- Number of visitors.
- Most active time of the day.
- Conversion rates.
- Bounce rates.
When you have the result handy in real time, you waste no time taking action.
You can have a whole website instead of a column on a newspaper page. You can put forward things to people whenever you want once you own a blog or a Page on social media. With this space, you can create a consistent image for your Company. This is something one advertisement aired on the radio or posted in the newspapers cannot give you.
People buying the newspaper do not buy it for the ads in it. People listen to the radio for music and the weather forecast. Not to forget the radio is a dying concept already. People buying magazines go for it for the contents list which does not include the ads. So, it is safe to say, traditional advertising mostly goes ignored. With online advertising on the other hand, you can choose whether you want to see it or not. It is not shoved into your face, apart from the annoying popup ads of course. You can choose to ignore that email as long as you want. You can choose to opt out of social media discussions on a particular brand page. You can also target interested audience as the social networking sites keep a tab on what you look for on the internet.
Any means of traditional advertisement is limited to a certain locality. Whereas online advertisement reaches out to the entire world so you are missing out on nothing.
With traditional marketing, you cannot really interact with your target audience. You need to wait out for the responses to come in before you can plan your next step. This is a long and tedious process. Online marketing allows you to engage your audience in real time. You can chat and discuss a lot about your brand or Company with the actual audience immediately.
Very much due to the real time results of online marketing, you get instant publicity. If you don’t, you at least instantly know that this particular ad isn’t working for you. There is a chain reaction of shares and comments helping you reach a new audience and earn a new visitor every nanosecond.
With traditional marketing, flyers are handed to you when you are rushing to board that bus. A television commercial comes up on repeat cutting right through a really interesting plot twist of your favorite TV show. Whereas, online marketing will offer you the choice of time and media. Also, you cannot opt to receive a newspaper without ads. You can always skip online ads if you are not interested.
9.Good For All Stages Of Fields
You don’t have to worry about the size of your business and staff to reach the maximum potential of your online presence and advertising. With traditional advertising, smaller businesses are at disadvantage. Virtual expansion does not require large number of real people handling things.
With online marketing you instantly know what is working for you and what isn’t via Google Analytics. You can measure the inbound traffic, bounce rate, conversion rate, profit, and the general trend of interested audience, all in real time.
The very point of getting results and the analytics in real time is to be able to catch up in real time. When you know how things are going down, you will have a chance to improve them from bad to good and good to better. With traditional marketing, a host of negative feedback won’t bother you much because your business might already have gone down the drain by the time you receive them.
Now that we know what the speculation regarding traditional vs. digital marketing revealed for us, we can agree that online marketing wins. However, traditional marketing is still indispensable for the audience that is itself still traditional. So, a smart blend of traditional vs. online marketing, enabled by a good analysis of online advertising vs. traditional advertising statistics, will get your brand where you want it to be.