Blending traditional and digital marketing
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“The practice of promoting products and services in an innovative way, using primarily database-driven distribution channels to reach consumers and customers in a timely, relevant personal and cost-effective manner is known in the theory and practice as digital marketing” (Wsi, 2013)
Digital marketing is a blanket term for the targeted, measurable, and interactive marketing of goods or services using digital technologies in order to reach and convert leads into customers and preserve them. The main objective is to promote brands, shape preference and boost sales through several digital marketing techniques.
Alternative terms for digital marketing are often: ‘online marketing’, ‘internet marketing’ or ‘web marketing’. The fundamental concept in digital marketing is based on the inbound marketing approach or generally it’s called customer centric approach.
For more information about digital marketing, click here.
Inbound marketing means to promote a business through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, physical products, social media marketing, and other methods of content marketing which serve to interest customers through the different stages of the purchase funnel. Inbound marketing means marketing activities that bring visitors in, earning the attention of consumers, making the business easy to be found, and also drawing customers to the website by generating stimulating content (Halligan, 2009).
As long as technology continues to advance, digital marketing will as advance as well. Digital marketing is similar to traditional advertising, but the main difference is in the use of digital devices.
For more information about inbound marketing, click here.
One important aspect is the return on investment (ROI) from any digital marketing campaign. To understand what the ROI is, we need to understand what the goals or aims of the company are, what they wish to get from a digital marketing campaign and then measure these goals.
To be able to find out the company must look at the Key Performance Indicators (KPIs) and the goals for each one.
Types of key performance indicators are the following:
Longevity is the main reason why people are accustomed to traditional marketing.
Finding ads in magazines and newspapers, or reading billboards are still familiar activities and people still do them all the time. In most of the cases traditional marketing is reaching a local audience even though it is not limited to one.
There are many facets of traditional marketing and examples might include tangible items such as business cards, print ads in newspapers or magazines. It can also include posters, commercials on TV and radio, billboards and brochures. Traditional marketing is anything except digital means to brand your product or logo., it is considered “outbound marketing“ and it means buying attention,[1] cold- calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising.
It is no doubt we live in a digital era and the use of internet has increased and still growing as statistics show. The world has transitioned into a very digital environment.
There is a continuous debate on whether digital marketing is overpowering and surpassing traditional marketing or not. Many analysts think that digital marketing has taken over and traditional marking has lost his importance. But others consider that traditional marketing is still very much used and digital marketing is combining very well with it.
A recent study conducted in 2015 by ZenitOptimedia shows that in the last five years the use of internet has grown a lot and on the other hand the use of other media has decresed or just slightly grow. The situation states as follows: Internet (+105%), Outdoor (+3%), Television (-8%), Cinema (-11%), Radio (-15%), Magazines (-23), Newspapers (-31%).
The same study made by ZenitOptimedia reveals that in average people spend over 490 minutes daily using some sort of media but what is still surprising is that television remains dominant, representing approximately 3 hours of daily media consumption, while internet is on second place. But the trend shows a decrease for television, while internet has constantly growing. The biggest increase in the use of internet has been among young adults, with time spent online almost tripling in the past 10 years, fuelled by increasing use of tablets and smartphones. Older people may seem to still prefer to spend their time on more traditional media channels like television or radio and in consequence they are still consumers of traditional marketing.
Even though few years ago the era of traditional marketing was predicted to come to it/s end, studies show that this is not true. It is true that the use of internet is constantly growing and also the amount of time people spend on online. In conclusion the best solution for o company when it comes to the efforts for increasing visibility on the market, as well as for rising brand awareness is to try to make a combination of the two strategies. On one hand there is the mature group of customers used and attached to the traditional marketing items, who still spend time on television, radio, reading magazines, and on the other hand as statistics show, the young population which tend to spend more and more time online.
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