With the introduction of new technology every year, many businesses have decided to go digital in marketing. With this transition, businesses are now opting to get rid of traditional marketing channels in favor of more “current” ones. However, this may not be the best option since there is still a need for traditional marketing. Before we get into the reasons, we need to differentiate between digital marketing and traditional marketing.
Digital Marketing vs. Traditional Marketing
Digital marketing uses the internet and online-based digital technologies such as desktop computers, mobile phones, websites, and other digital media. These platforms are used to promote respective businesses’ products and services. On the other hand, traditional marketing uses broadcast, direct mail, telephones, billboards, and newspapers to do the same.
Both of these aspects of marketing have their pros and cons. For starters, digital marketing might seem like the best option nowadays. It lets you reach international audiences, making it cost-efficient, considering that online ads can cost as low as $0.50 to $2.00 per engagement. But digital ads can also have a lower impact compared to traditional ads from a visual standpoint. The internet is filled with hundreds of these ads, and there is a huge chance that yours will go unnoticed. And just like how one ad can be like a single drop in an ocean, one bad experience from one customer can turn into a tidal wave that will hit social media and scare away potential customers.
Traditional marketing usually makes use of physical material, which can feel more “real” to consumers. People can take it anywhere, anytime, even without an internet connection. It can also be easier to understand and internalize because it is a marketing medium people are most used to. But there is very little interaction between the medium used and the customers since traditional marketing is only really made for giving brief information. It can also be very costly for the duration of time ads get aired on television and radio or the amount of space it will take up in newspapers and magazines.
Why You Can’t Afford to Overlook Traditional Marketing
All things considered, traditional marketing should not be overlooked. It might seem old-fashioned compared to the more modern marketing mediums we have today, but it excels in some aspects where those other mediums do not. Traditional marketing can help create stronger bonds with customers as it is easily understandable and received. In addition to this, using multi-channel marketing methods can have a bigger, more positive effect on your business. Utilizing many marketing channels will not only improve communication with your customers, but you are also able to communicate with a wider selection.
With that being said, here are some traditional marketing channels your business should not ignore despite going digital:
Print marketing, better known as print advertising, is a form of marketing that uses physically printed media to reach out to potential customers. Some examples of these are brochures, leaflets, and newspaper ads. As stated before, they might be a bit pricey, but they can attract more customers since print readers are known to have bigger attention spans, which gives you a bigger chance of them purchasing your product and service. It is also seen as a more credible source because it is printed in official mediums such as billboards and newspapers. If you are interested in getting into this, you may contact your local newspaper to get a printed ad or connect with a printing service for the mass production of brochures and leaflets for your business.
Direct mail is the delivery of advertising material to customers through postal mail. This benefits your business by boasting better response rates and greater visibility since it is more personal. The study conducted by global marketing company Epilson found that 59% of respondents enjoyed getting postal mail from brands about new products, thus increasing the likelihood of purchasing the products or services. If you are interested in this medium of marketing, you can contact direct mail marketing companies that specialize in delivering ads in the form of flyers and catalogs.
As the name suggests, salespeople have the job of selling products or services. These people are often known to be sociable and amiable, with a certain knack for persuasion. 86% of buyers prefer asking questions in person, rather than some piece of paper or an online ad, before making a purchase. They make your product and service seem more credible, therefore increasing sales. However, hiring the best salesperson may be difficult since finding and hiring them gets a bit tedious. It will take time and effort.
Growing With Traditional Marketing
In summary, traditional marketing might seem a bit outdated nowadays, but it can still help your business grow. They feel more credible to consumers and can create deeper and stronger connections. With physical mediums, you can create more lasting impressions. Whatever traditional marketing channels you choose, they can complement your digital marketing strategy. Grabbing the chance of acquiring more and profiting from exposure for your business will get you on the road to success.