The Differences Between Traditional and Online Digital Marketing
Digital marketing is simply the component of online marketing, which uses online and/or web-based digital technology such as digital cameras, digital tablets, smartphones and other web based devices and tools to advertise products and services and market new businesses. There are two primary categories of digital marketing including interactive and text-based. The former category refers to the various mediums through which consumers interact with the advertiser or company; the latter category refers to the traditional, visual and written forms of advertising.
Digital marketing has become an integral part of the overall marketing process for many companies and this type of advertising is used in combination with traditional media. Many companies have chosen to use both types of media and marketing methods in their efforts to achieve the company’s goals. In general, companies will be using one or the other form of digital marketing but it will be determined by the product or service that the company is trying to market. A company may choose to use both interactive and text-based marketing methods if they want to create a seamless campaign.
It is important to understand that both traditional forms and digital marketing can be very effective for a business. There is no set way that these campaigns should be conducted. However, there are some common aspects that all forms of marketing have and these include branding, content, pricing and promotion.
Branding is the process of creating a personal identification with customers that helps establish a positive reputation for the company and its product or service. Branding is often done through a consistent branding message or tone. This messaging allows customers to connect with the company through a common point of reference. Branding messages are usually created through creative graphics, unique fonts, color palettes and graphics that make the branding more meaningful.
Content is the information that an advertiser is providing to his or her target audience. Content can be created in many different ways, including text, pictures, video, audio, links and a combination of the three. Content is what the consumer reads, watches, looks at and uses when looking for information or making a decision. Content is important because the content drives the conversation, not the product or service itself. Content is the reason that customers come to a website and not the product itself.
Pricing is an important aspect of digital marketing. Pricing can be based on a fixed price for a fixed period of time or the advertiser can allow for pricing to vary. Pricing can also be based on a pay-per-click model or a commission model. Pricing can also include advertising on search engines or in a manner similar fashion to banner ads.
Promotion is a component of traditional marketing where an advertiser or company promotes his or her product or service through direct mail or television commercials. Promotion is done by placing an advertisement in magazines, newspapers, radio and television, both in a broadcast format and in a newspaper. Promotion can also include using online social media sites such as Facebook and Twitter. Promotion can also include using email newsletters to announce a product or service and through direct mail campaigns to inform customers about sales and promos.
To conclude, traditional marketing methods and digital marketing do not have to be exclusive to each other. Some companies opt to combine both traditional and digital forms of marketing so that they can maximize their return on investment. The goal of any digital marketing plan should be to gain the best results from a combined campaign. This will ensure that the advertising efforts are used effectively to reach the audience that the company is seeking to advertise to.