Over the past decade, the world has seen an immense increase in digital marketing over traditional marketing channels. A smartphone has become the go-to super-channel for all brands in every category to reach existing consumers or generate leads for faster ROI. Social media has been revamped to suggest search-based ads to entice a consumer to purchase a particular product. The whole mechanism of online marketing has become a favored tool for businesses to thrive.
The sales conversation rate in online marketing is 77.5 times that of offline channels. On the other hand, although traditional media like TV, radio, billboards, flyers, events etc. are a cash intensive business, they have their own set of advantages. like brand awareness, mass reach, brand recall, etc. Here is how online and offline marketing is unique in its own way.
Using the internet to strategize brand reach to the target audience is subject to online or digital marketing in a broad sense. From shooting mass emails in email marketing to placing pay-per-click (PPC) ads on various websites, performance marketing, marketing via social media ads, vlogging and blogging through influencers, virtual events, etc. can be considered online marketing streams. .
Currently, businesses rely on the online marketing model as it would be beneficial in providing extended reach at considerably nominal costs compared to those incurred under a traditional marketing setup. A diligent plan to exercise digital/online marketing can help a brand expand its reach across countries and grow its customer base faster. That’s why most new brands are getting into e-commerce and advertising on the digital platform.
While the rise of online marketing won’t weaken old traditional marketing methods, let’s deepen our understanding of the critical importance of digital marketing in modern times.
Presence beyond borders – What traditionally consumed a lot of time, typically months and years, and an enormous amount of capital expenditure for brands to gain exposure sooner through physical advertisements, an organization can now market its brand presence to a mass audience in minutes. Content is central to building brand reach. Creating content that travels across countries and continents to engage people of different religions, creeds, races, genders, etc., can bring the brand to places while diluting the reach embargo.
For example, you have a men’s casual clothing website. Focus on quoting the story behind the products while using frequently searched keywords, followed by how you plan to ship to multiple countries at nominal costs. Your brand will see an increase in visitors and potential buyers from around the world. The cost proposition would not have been the same in the case of reaching the audience through traditional marketing channels.
Measurable results – One of the main reasons businesses vouch for online marketing is to measure the performance of the marketing campaigns they run. The data provides details about the marketing campaign’s engagement with the targeted audience, potential leads, and conversion rates. This invaluable data is barely available or not available in the case of traditional marketing channels via print media, television or radio.
Talking about performance measurement tools, Google Webmaster Tools, AdWords Dashboard, AHREF and Moz SEO tools, among others, provide accurate data on the performance of organic and paid marketing campaigns in circulation, we can accurately determine the effectiveness of the organic and paid activities took place. From deciding how many people it reached to how many were converted into customers.
Precise audience – Digital marketing allows filtering to target the audience a business wants to reach specifically from the vast data it may have at its fingertips. For example, if a company providing home chef services intends to organize cat parties, cocktail parties or just family gatherings for an audience willing to spend up to Rs 2 Lakh rupees for the chef- organized. In such a case, if you wish to send a promotional email for 50% to benefit from the home service of a Michelin starred chef, you can filter your database of recipients by checking the criteria indicated above in the lists respective drop-downs.
Placement of localized ads is possible with browsers including Google, Bing and social media platforms like LinkedIn, Instagram, Facebook etc. to the targeted audience and helps businesses to engage huge number of potential convertible customers .
Additionally, marketing with a vision to reach targeted demographics plays a vital role for a business to thrive through low costs and high return momentum. Ads can be customized to be available to an audience in a particular geographic region for a specified time. Such precision-based marketing is difficult to achieve in the case of an offline marketing setup.
Profitability – Given the global socio-economic crisis, for many reasons businesses are measuring their costs and keeping operating budgets tightly constrained – providing personalized cost plans and nominal fees compared to traditional media, online marketing presents many advantages. Many marketers vouch for this channel, as digital marketing also brings better return on investment (ROI) at minimal investment cost.
Tracking on the go – Businesses can analyze the SEO performance of their marketing campaign or the engagement between website and visitors, by quantifying website traffic. Google Analytics helps you with crucial metrics to decide the future course of action. The tools make it easy to predict the performance of an online marketing campaign.
The content we consume through traditional media, i.e. television, newspapers, flyers, billboards, events, etc., can influence our buying decision as a relevant consumer. from the offline marketing category. While many marketers today are hesitant to opt for traditional/offline marketing given its immeasurable performance and high costs, it cannot be compromised for its significant lingering effects on consumers.
“What’s on TV, radio, or newspapers becomes trustworthy” is a notion that people have followed for ages. Capable of influencing the masses regardless of their age, gender, preferences, etc., traditional channel marketing leaves a lasting impact on content consumers, opening up a great avenue for budding brands to make their mark. know and increase their recognition.
The traditional type of media is also meant to engage with a certain type of people and not always everyone. For example, a luxury car manufacturer always prefers to roll out the advertisement of its newly launched car to be placed on the large and bright billboards on the highways, trying to attract the attention of the affluent public who have seldom have time to scroll through emails or read small articles online. Ads.
Additionally, a big yes to traditional marketing channels is the in-person interaction that upcoming digital media cannot replace. Although the pandemic has forced people to hold events virtually, enjoying dinners and awards nights and exchanging business insights at physical exhibitions are still relevant as they all help build relationships through a personal touch that stays long compared to that of the digital space.
Also, we cannot ignore the fact that offline marketing is tangible, which is not the case in the digital sphere. Leaflets, brochures, magazines, etc. stayed the longest on coffee tables in workplaces or homes. Thus, the duration of a brand announcement remains timeless in the case of traditional marketing, which can influence people after a long time as well.