It’s a necessity for any business to market their product or services to an audience, but the number of ways in which a business can accomplish marketing and advertising is continuously growing. This and the fact that the accessibility of digital media is higher due to the rise of smartphones brings up a common question among many small business owners: which marketing strategy is the best for my company?
Traditional marketing services include tactics such as print advertising, ads on the radio and TV, billboards, and other advertising copy like business cards or posters. Traditional marketing is an all-encompassing term for any means to spread awareness for your brand/company that’s NOT digital.
The advantages of going with the traditional strategy include the fact that, because it has been accomplished for years and tweaked over time, traditional methods provide proven techniques with high success rates for many businesses. It’s a marketing method that is already understood by the public. There’s no confusion when someone receives a loose-leaf ad in a magazine or when they hear a commercial on the radio as to how it got there or why it’s there; the public is familiar with this technique.
However, where digital marketing methods may lack in years of existence and revising, they make up for with their advantages over traditional techniques. The biggest advantage of digital marketing methods over traditional is cost.
You can essentially pay less money to reach more people with digital marketing methods. This is partly because of the cost of supplies and resources to create ads in print advertising, and partly due to the fact that digital marketing allows a business greater exposure with the ability to have their ads seen all over the world.
Digital advertising can be stretched in many different ways. If a company’s focus is engagement, digital marketing has the advantage of allowing for direct responses from their intended audience. If their goal is brand development, they can incorporate branding strategies easily with industry blogs and branded content through social platforms.
It’s also great for companies who may have several offers they want to switch between for their audience. In fact, this gives digital marketing a leg-up from traditional, in a sense that it’s easier and more cost-efficient to change up a landing page for your offer than it is a printed ad in an already-published magazine or newspaper.
Lastly, digital marketing methods allow a business to target specific consumers who are qualified for their product, services, and/or special offer (which is easily done for Twitter on SocialCentiv by targeting keywords and locations). This helps them focus the cost of their ads to niche audiences that are more likely to take action.
Both of these marketing avenues can work together in order to benefit one another. For example, Tropicana combined their traditional marketing and digital advertising methods to create a call-to-action billboard in Times Square, asking users to tweet at a specific hashtag in order to be featured on the board themselves. They would then display approved tweets with their responses.
What marketing methods work well for you, and why do you think that is? Tweet me @dashofsarah with your thoughts!