Traditional Marketing vs. Digital Marketing: Which One Is More Relevant?
Bob Dylan Said It Best
When he declared that the times, indeed, are a’ changin’.
But How Does That Apply To The Marketing World?
With the time’s a’ changin’, has it become a clash of traditional vs. digital marketing?
Think of it as someone a little older, who still buys the newspaper and listen to the radio.
Now, You May Be Thinking
Can these two forces coexist? Being a zoomer myself with three Instagram accounts (one of which is dedicated to my weird crafts), I often wonder about that. Has traditional marketing become obsolete? Or are enough people still buying magazines to keep them relevant?
To the person buying the newspaper and looking at billboards. This person is a little older and probably doesn’t know what Tik Tok is. This person finds comfort and nostalgia in the simpler things: radio broadcasts, magazines and roadside billboards.
The younger generation. This person has a shorter attention span and responds better to marketing viewed through a screen. This person may seem super chill but is actually extremely intricate. Social media marketing, search engine optimisation, pay per click, display advertising, and website advertising make up the majority of this person’s personality.
Let’s Do A Comparison:
Traditional marketing vs. digital marketing.
They Both Have Their Good Qualities.
Traditional marketing, for instance, has a nostalgia factor. People find comfort in the familiar and tangible. Some demographics more than others. It can also be said that it has better access to the local audience. Through seemingly outdated methods such as print media and mail marketing, companies can still reach their local audience successfully.
The Question Is
Do they want to be targeting only their local audience? Is what’s being marketed just for a local audience?
On The Other Hand,
Digital marketing, arguably, has more benefits.
It helps increase customer loyalty due to how easy it is to frequently communicate with your audience. With radio, newspaper, and billboards there is only one-way communication. The purpose of digital marketing is to help marketers target wider audiences, more specifically.
In The Digital Landscape,
Users are spoiled with segmentation options, given online tools to help track consumers’ online behaviour and detailed demographic information. Digital marketing has many benefits that are extremely relevant in the world we find ourselves in today. But can it be said that traditional marketing has been replaced by digital marketing?
Would They Be Seen Hanging Out?
These two people, are they friends? Do these two marketing forces have enough in common to get along?
They Have Similar Approaches.
They both use similar types of ads, such as TV and Youtube, where video commercials are the go-to. Graphic designers working in marketing use similar methods of targeting their audiences in both website ads, as well as in newspapers.
They Have Overlapping Goals.
They both want to reach a wide audience, while still keeping that audience-specific and demographically targeted.
They Follow Some Of The Same Trends.
Both of them pay close attention to consumer behaviour. In their own ways, they have to figure out if whatever they are trying to market is viable for their target audience.
But Would They Be Seen Hanging Out Together?
They do have a few things in common but is it enough to lock in a second date?
They Move In Different Crowds.
Digital marketing roles with the younger crowd, 18 to 29 to be exact. Traditional marketing aims for people in the demographic a little above that, who still prefer print and broadcasts.
The One Has Better Social Skills
With digital marketing, marketers (and technically anyone with an Instagram account) has access to their analytics. Users can see how their audience is engaging with their content in real-time, all just with a few clicks. Traditional marketing doesn’t have it that easy. For them to see how people are engaging with their ads they would have to conduct a survey to determine the effectiveness of their ads, for instance. Super retro, when last have you filled out a survey?
I Think It’s Safe To Say.
They will not be good friends. Individually they have their good qualities, but the fight for the number one spot is an unfair one.
Is moving towards more efficient ways of advertising. Some traditional marketing strategies can still leave lasting impressions on consumers, but it might not be enough to sustain that consumer relationship in the same way digital marketing can. It can be fairly assumed that digital marketing is the more popular option. More people are realising the benefits of it and are embracing the new technology and opportunities.
When It Comes
To the uphill landscape that is marketing, the younger generation is always eager to get to the top and take pictures, while the younger generation tends to be the one that enjoys reading the newspaper on a comfortable bench at the bottom.
Has Digital Marketing Replaced Traditional Marketing?
It is by no means a “hot new take” that some methods and technologies will become obsolete as the world innovates.
Do I think digital marketing has replaced digital marketing?
Well… not yet, at least.