It’s no secret that internet marketing has gained a competitive edge over traditional marketing in recent years. The rapid growth of the internet allows businesses across the globe to share information, sell products and services, and interact directly with customers without ever leaving the office. This higher level of engagement has made it easier for businesses to build their brand and increase their customer base while receiving real time results. With that being said, traditional marketing techniques still play a vital role in reaching potential customers.
A Look at Traditional Marketing
Traditional marketing refers to the use of conventional advertising methods to drive a business.
Outbound marketing is a common form of traditional marketing that uses TV commercials, billboards, print ads, email blasts, and other channels to reach a large audience. While outbound marketing can be effective, it is also more costly and often results in low quality leads. According to Search Engine Journal, outbound leads have a close of 1.7 percent, compared to 14.6 percent for SEO leads.
Print is one of the most common forms of traditional marketing and includes advertisements in newspapers, magazines, brochures, newsletters, and other printed materials made for distribution. It also includes direct mail, like postcards, fliers, letters, and catalogs that are printed and mailed directly to customers.
Broadcasting is another form of traditional marketing that consists mostly of television and radio commercials. Telemarketing is also a common type of traditional marketing that focuses on cold calls and requested calls to customers over the phone. Most established businesses today use at least one of these traditional marketing methods.
Unfortunately, the results are not what they used to be. According to the American Enterprise Institute, U.S. print newspaper advertising revenue alone has dropped more than 75 percent since 2000.
- Target a local audience. When your target group includes local customers, traditional marketing techniques like radio and newspaper ads can be quite effective.
- Deliver tangible goods. Traditional marketing materials like brochures, newsletters, and magazines are physical documents that can be kept, compared to digital information which is often lost when you leave the webpage.
- Reach customers not on the web. While the majority of people have access to the internet these days, there is still a small group of consumers who do not. Traditional marketing allows businesses to reach these potential customers.
- Create a personal connection. Traditional marketing allows businesses to build more personal connections with customers. For example, a birthday card sent through the mail with a discount offer can speak volumes about your company.
- Greater move to print versions. Today, many traditional marketing methods like newspapers and magazines are going online. This means fewer people are reading the printed versions.
- Easier to ignore. Printed marketing materials, along with billboards and TV commercials, tend to be easier to ignore than internet marketing ads. This results in a lower response rate.
- Absence of community. What makes internet marketing so popular is the sense of community that surrounds a brand. Traditional marketing lacks community which leads to a lower level of engagement among consumers.
A Look at Internet Marketing
Internet marketing refers to advertising that uses email and the web to drive sales. It encompasses a wide range of strategies and tactics, such as search, paid media, and content creation.
Search engine marketing (SEM) is a popular marketing effort that connects businesses with consumers through search platforms like Google. Paid search tools like Google Adwords and search engine optimization (SEO) are vital components of SEM.
Pay-per-click (PPC) marketing is a form of paid advertising in which marketers develop an ad and bid to have their ad shown to their target audience. Marketers then must pay for clicks, conversions, or impressions depending on the platform used.
Social media marketing is another common form of internet marketing that includes both paid advertising and organic marketing. This type of online marketing takes advantage of popular social platforms like Facebook, Twitter, and Instagram to build brand awareness and create relationships with consumers.
Content marketing is also a frequently used strategy that involves publishing content online to draw in leads. Online content comes in many forms, ranging from blog posts published on your website to guest posts you write for other sites that link back to yours.
- Reach consumers globally. While traditional marketing can be useful for reaching a local audience, internet marketing allows businesses to reach customers from all over the world.
- Have your ads posted 24/7. Online marketing allows businesses to promote their brand, products, and services around-the-clock.
- Offer convenient payment options. When you have an e-commerce website, you can easily collect payment through credit cards, debit cards, or alternative payment solutions like PayPal.
- Maintain a low marketing budget. For small businesses or start-ups, internet marketing can be a cost-effective way to get their brand out there.
- Higher competition. With so many businesses now on the internet, the competition can be fierce no matter your chosen industry.
- Takes time to develop trust. It takes time for businesses to build trust with consumers.
- Required knowledge. In order to make use of the various internet marketing tools and techniques, businesses must acquire the skills and knowledge needed to create successful marketing plans and campaigns.
Which Is Better?
Both internet marketing and traditional marketing have real value. Ideally, businesses should make use of both types of marketing to reach a wider audience and create brand familiarity both locally and globally.