How Digital Marketing Is Better Than Traditional Marketing?

By Author: Dev Prajapati
Total Articles: 7
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In this article, we will discuss how digital marketing scores maximum points on the following four parameters of any marketing initiative. These are -

1. Cost of marketing strategy.
2. Reach the adopted systematic plan of action.
3. Target audience.
4. Engagement & Influence.

So, what is digital marketing?
Any strategy that exploits the use of digital platforms such as search engines, email, social media marketing and blogs/website for promoting, selling and distributing a product or service is called digital marketing.

On the other hand the traditional variant typically covers the following areas or options -

1. Radio and television.
2. Newspaper & magazines.
3. Hoardings & billboards.
4. Local exhibitions.
5. Leaflets, banners and business cards.

According to HubSpot, 9.5 individuals out of 10 connect with a particular brand after getting to know about it via digital mediums. This single data point speaks so much about the power of the internet. Today, more and more people are achieving their tasks using smartphones and handheld ...
... devices and in such a scenario businesses that refrain or spend less on digital marketing are losing out to their competitors.

Although traditional marketing has its own strengths, these simply get neutralized or blown away when compared with the overwhelming number of benefits associated with its digital cousin. Therefore, leveraging from digital space is the only way businesses can step onto their growth path and also improve their brand value in the process.

Search Engine Optimization versus Radio

Many may not be aware that a radio AD costs anywhere between RS 1500 to RS 2500 per 10 seconds. Moreover, this AD plays locally, in the targeted city. Business organizations opting for multiple cities would burn a huge hole in the pocket and even then the returns would be poor. These steep charges are not only applicable to radio even other mediums can be extremely pricey.

Compare this with SEO or search engine optimization. Most of the manipulation/standardization is achieved during the development stage, and before the website is launched. Only a trickle of unpaid traffic arrives from search engines in the early days. However, over a period of time this trickle evolves into a deluge. Thousands of potential leads arrive through various search engines. SEO marketing can be time-consuming and a slow process but in the long run and along with paid version this strategy can offer impressive returns.

Search Engine Marketing versus Television

The cost of advertising and marketing on popular television channels can cost hundreds and thousands of rupees. This medium is mostly for big brands with big bucks. Medium and small enterprises simply cannot afford their charges. So, what is the solution? These entities can exploit search engine marketing.

Advertising on search engines is flexible and affordable and the marketing campaigns can be easily targeted. Business enterprises can set a definite budget, unlike other mediums such as television where the minimum cost itself is too exorbitant. Marketing via search engine depends on the principle of pay per click. This translates into an impressive ROI or returns on investment.

While radio and television offer third-party reports vis-à-vis the success rate of a particular campaign, search engine marketing provides genuine, live and multiple reports, depending on the filtered parameters. This is typically achieved through Google analytics (to measure website traffic) and Google Adwords(to measure keyword performance and ROI).

Digital marketing versus Live Exhibitions, Leaflets, Business Card

Some of the other forms of digital marketing tool include email marketing and content marketing. While the former is exercised to keep the existing customers updated with newer products, and services and also to offer coupons and discounts, content marketing and blogging is similar to media pitching. Shared content expands a brand's reach, popularity and its trust. Content marketing is affordable and effective, unlike traditional media pitching where newspaper journalists or magazine editors may or may not entertain business coverage.

The beauty of both the above-mentioned strategies is that are measurable in terms of reach and performance. Businesses can keep track of the number of emails clicked open and the new backlinks generated from content marketing strategy. On the other hand buying booth space in the exhibition hall, and that too for just a short time is pricey, demands supplementary expenditure such as promotional standees/banners, temporary staff and free gifts. It also provides limited reach in terms of numbers.

Social Media Marketing versus Newspaper

Social media forms the core of digital marketing. The beauty of these platforms is the number of options that it offers. Businesses can share blog, articles, infographics, videos and even sound bites. Moreover, they are easily shareable making it extremely marketing-friendly media. It can amplify within minutes and evolve into a viral asset that can change the fortune of any business.

Compare this with newspapers which are mostly targeted mediums. While social media is free, newspapers demand subscription charges.

Social media marketing can also be exploited for precise targeting. This could be age group, gender, location or even micro-filtered to target individuals with special hobbies or professional inclinations. This is simply not possible with newspapers and magazines.

Social media marketing campaigns can be exploited in two ways -

1. Free - self-marketing.
2. Paid - promotional marketing.

Social media marketing has a wide spectrum of options and variations. Businesses can choose wisely depending on their marketing objectives and long-term goals. Every option guarantees wider, targeted and genuine engagements. Moreover, these objectives are quickly achieved. What about the cost? This is entirely based on the complexity of the campaign and the desired goals. Nonetheless, in the long-run social media marketing can do wonders to a brand and business.