In a world where everything is done online, it may seem like digital media is replacing the basic traditional way of advertising. The marketing landscape has grown to be vast and businesses have endless options; which means the way we consume the media has drastically changed. Thus it is important that businesses revolve and adapt to the same frequency.
Anjan Chowdhury, a digital content assistant manager at INSEEC advises business owners to first do a self-analysis. Figuring out why they need advertising before they can decide on what type of advertising they are going to utilize is a great place to start.
Let’s have a look at the differences between the two.
This is anything but digital. It includes radio, television, newspapers, flyers/posters, banners, and magazines, not forgetting word of mouth (referrals).
Advantages and Disadvantages of Traditional Advertising
Businesses can still use this method of advertising namely because:
⦁ It is very useful in terms of advertising regionally (usually newspapers and radio)
⦁ The public still views it as credible and trustworthy and easier to process and recall.
⦁ It is tangible which brings intimacy between your business and the consumers.
⦁ Channels like billboards, television, and radio allow you to reach a larger amount of audiences regardless of their demographics
There are downsides to this method of advertising:
⦁ It is very pricey. Printing or paying for airtime comes with a hefty budget
⦁ Lack of interaction. It is one-sided communication, therefore, no guarantee of consumers taking action.
⦁ Running a campaign across traditional channels is inconvenient because it is hard to measure the effect of it.
The new age of advertising, it still has a few underlying elements from traditional media. This includes websites, apps, search engines, social media, email marketing and so forth. With everyone always on their phones, businesses should find a way to incorporate their brands into people’s everyday lives.
Advantages and Disadvantages of Digital Advertising
Below are the advantages:
⦁ The target market is limitless. Anyone, anywhere can come across your content if they do a search for it. They can come across your profile while scrolling through Twitter or Instagram.
⦁ Communication is two way and interaction is very effective (especially if you have social media managers).
⦁ It is very economically friendly unless you are doing paid online advertising (SEM and Pay Per Click).
⦁ Collecting data and measuring the success of your campaigns and posts is very easy and helps the business to better itself often. David Walmsley, digital marketing expert, once said “We must move from numbers keeping score to numbers that drive better actions.”
Of course, there will always be downsides to everything
⦁ The times when you do not do well as a business, the information is open for public scrutiny.
⦁ It is very easy for things to go south. An example of this can be Pepsi’s advertisement , where they wanted to address police brutality in America. The campaign had to be taken down and the sales for Pepsi dropped at an all-time low.
⦁ Businesses may have to train their employees (from their own pocket) so they understand the online technicalities.
With the above being said, businesses should interchange and keep a balance of the two. For more information or help with your digital marketing needs please visit our website www.atkasa.com or email firstname.lastname@example.org