Marketing is undoubtedly constantly evolving.
Several years ago traditional marketing was at its peak, on television, radio, billboards, word-of-mouth advertising, guerrilla marketing, among many other techniques.
It didn’t take long for the internet age to change the way businesses — and people — sell, taking new strategies on blogging, social media, email, and more.
But is it necessary to abandon the traditional format? Can they be combined? Which one would generate the most benefits for Tajarat properties?
To answer these questions, we have made this article, where we explain what both traditional and digital marketing consist of, so that you can decide which of them is best for you.
What is marketing?
To give you a bit of context, we must start with the real basics, by defining what plain marketing is, and how it can help your business.
Put simply: the marketing, or marketing – is the science that studies and meets the needs of a specific market, in order to benefit both the market and the company itself.
Cell phone that says “online marketing” along with a keyboard, coffee and glasses.
Although marketing can be defined in different ways depending on the author’s point of view, the truth is that the constant is the satisfaction of the needs of the target audience.
And have you ever wondered how long has marketing been around? This is older than it might seem, since it has been with us since man began to carry out exchanges, bartering, and sales.
At that time, new ways were sought to give value to the products, to be able to effectively communicate all their benefits; and thus little by little it evolved to what it is today.
And why is marketing important? Can you be successful without a strategy?
A company can sell its products without having a good marketing strategy, but the truth is that it would not be reaching its full potential, and its customers would not have the best possible experience and therefore would not be completely loyal to the brand.
That same company that is not marketing could double sell if it did and create a community that recognizes its products and services.
In this way the “win-win” is achieved, as both sides are satisfied with the interaction.
Another important thing that you should know is the so-called Marketing Mix —Marketing Mix or the 4p’s—, which consists of 4 main points:
- Price: As its name indicates, it is about what you are going to charge for your product or service, and this is defined taking into account the cost of production and the value granted by the client.
- Plaza: These are the distribution channels of your product and the places where it can be purchased, both physically and digitally.
- Product: This is where your product is completely defined, what are its characteristics, its benefits, its appearance, added values, accessories, etc.
- Promotion: It is about the means that you are going to use to publicize said product, whether you use traditional or digital media.
By knowing and analyzing these 4 P’s, you get a clearer idea of the strategies that your business can apply, always keeping in mind that it is a guide and that adjustments can be made if necessary.
Knowing the basics, what is considered as traditional marketing?
Before we explained that marketing was about benefiting both the target market and the company itself, and that does not change in the traditional or digital. What does change are the means and tools used to achieve that end.
Person reading a newspaper.
Traditional marketing – or also known as offline marketing – is still recent, since until a few years ago it was still used as a first option.
This arose in a time of massification, where it was sought to get the message to everyone, regardless of whether or not said message was made for the user.
A clear example is in the advertisements on the street, where everyone who passes by can see it , but only a small percentage is really going to be interested in the product or service that is being promoted.
This does not mean that they were bad marketing practices, but quite the opposite, since they were very successful at the time and are currently quite useful depending on the case.
Traditional marketing media
So how do you distribute your message in traditional marketing? Which ones are still used today?
For this, we have prepared a list of the main media and what each of them consist of:
- Television: One of the best known of all. The message is broadcast in short commercials, which can be within a program or in so-called commercial breaks.
- Radio: This medium is still widely used today. It can appear in the form of sponsorship on radio shows or in breaks, much like what happens on television.
- Spectacular: These are the ads that you can find on the street, which have a more graphic orientation and invite you to call or visit a digital medium. It is widely used in local businesses.
- Newspaper: In its traditional version of paper, they have spaces of different sizes per page, which you can rent to place your ad.
- Flyers: It is also known as a flyer. It is a piece of paper that contains useful information —in this case advertising—, and that is distributed by hand.
- Magazines: As with newspapers, they have advertising spaces of various sizes, which companies can rent to put information about their product.
- Mail: It consists of sending various types of advertising to the door of the users’ houses, through traditional mail. This is less and less used since it is being replaced by email marketing.
- Periphoneum: It is about reproducing the advertising message – repeatedly – through loudspeakers in a car. It is very effective for local businesses in subdivisions and neighborhoods.
Word of mouth: It is perhaps the oldest medium of all and one of those that is still quite effective, since it is about using the voice to promote the product, talking about it in person.
Guerrilla Marketing: It is one of the most creative ways that there is in the traditional format. It consists of using the resources that are available to create advertising that impacts the consumer’s psychology.
Advantages and disadvantages of traditional marketing
Now that you know what traditional marketing consists of and the different ways it has to communicate its advertising message, you are surely wondering what the advantages and disadvantages of all this are.
Among its advantages are:
The massive reach:
It is the most notable characteristic, since when media such as television or radio are used, a huge number of people can be reached.
It is effective locally:
Something very effective for small businesses is to use flyers, peripherals and even spectacular ones, because that way you have enough local reach.
It does not depend on the internet:
Currently there are still people who do not have internet, so if that is your target market, your option has to be traditional media.
And among the disadvantages are:
It is not personalized:
Although the scope is enormous – as we mentioned before – this does not mean that the message will be relevant to everyone who sees it. This causes the company not to feel so “close” to the consumer.
Your investment is much higher:
Renting advertising space in magazines, newspapers, radios and television can be expensive depending on the size – and time – of said message.
Not everything can be measured:
It is one of the most notorious drawbacks when compared to digital marketing, since you cannot measure the impact of some things, such as how many people see a spectacular, or how many people read a flyer, etc.
Now, digital marketing – or online marketing – as its name implies, uses all the digital means available to be able to provide the best user experience, offer products or services and achieve the sales objectives of the business.
Plastic letters that say “digital marketing”.
This did not appear overnight but was a constant evolution in traditional marketing strategies.
One of the main differences it has with its traditional version is that it focuses more on personalization, on providing the right message to each of the buyer persona, of potential customers.
In this way, instead of placing an advertisement on the street for everyone, you can send a personalized email, valuable content that solves a problem, free advice, information available at all times, among many other things.
The main objective is for the user to feel comfortable, to have all the facilities to obtain information, and to create a link with the brand.
Digital Marketing Media
A moment ago we saw the media that are used in traditional marketing, and what about digital? They are alike?
Ultimately, the approach to digital marketing is different, but the truth is that the media share some similarities.
A clear example is with magazines, where the traditional version uses the paper version, while the digital version uses those that can be downloaded in PDF or those that you can find directly on the website.
Advantages and disadvantages of digital marketing
Digital marketing is constantly growing and changing; Its importance is becoming more and more known and therefore it is becoming an important part of the strategy of many businesses.
As with traditional marketing, this has its advantages and disadvantages, which we will explain in more detail below.
Among the advantages are:
Metrics of everything:
One of the most obvious benefits, since digital tools offer data from all the campaigns you do, with graphics and even suggestions of the things you can change.
Its reach grows along with the internet:
In the beginning the reach of digital media was a disadvantage, however, the internet is here to stay and continues to grow, and digital marketing advances to the same extent.
It is focused on the user experience:
This allows users to feel more satisfied with their overall experience, which increases their loyalty to the brand.
It is more personal and feels more human:
Digital media such as social networks have also allowed brands to have their “voice”, which gives it more personality and a more human sense.
Computer with data and graphs.
Thanks to the data you can collect, it is easier to measure progress and make decisions based on it.
Among the disadvantages are:
Internet is necessary for everything:
Both to create campaigns, and users to have access to what you offer.
Some users distrust the internet:
Although the internet is being used more and more, it is true that there are still people who do not completely trust what they see on social networks and on the web in general.
Traditional marketing vs digital marketing
So, having seen the main aspects of both strategies – digital and traditional – which is the best of all?
Since the beginning of the digital age there has been no going back, since it evolves at great speed.
For this reason, digital marketing turns out to be in most cases the best option for real estate companies like blue world housing society that want to keep up to date.
These have proven to be the best way to reach the most modern audiences, to obtain data and analyse it in a more detailed way, to automate processes, provide valuable content, and in general obtain all the benefits of the internet.
However, traditional marketing is not obsolete, and it turns out to be a very good option when you want to reach an audience that does not have internet access, or as a complement to a digital positioning campaign.
The best for your business
Regardless of whether it is traditional or digital, there is no doubt that marketing is indispensable today.
Because thanks to this it is possible to apply tailored strategies, measure results, give the best user experience, achieve your business objectives; and thus, benefit both parties.
In conclusion: traditional marketing and digital marketing are not in a fight. Choosing one or the other depends on the needs of your business and the target market.