First of all, let’s look at the differences between online, digital and traditional marketing.
Digital marketing is a generic term used to describe marketing activities that use electronic media which has existed since the invention of the radio in 1897, the satellite in 1958, internet file transfer in 1969 and live streaming in 1996. Today it the channels have grown from radio to include TV, smart devices and apps, podcasts, video, electronic billboard advertising, online marketing and more.
Online marketing is using digital channels and platforms such as social media, mobile marketing, direct marketing to create and push content to select or large groups of people simultaneously and in real-time.
Traditional marketing uses print media such as billboards, magazines, newspapers, brochures, business cards, display banners, signage, events, meetings, pitches and more to create awareness and distribute content.
All businesses use a combination if not at least two approaches. People still meet both online and offline, hand and download brochures and reports. Your marketing strategy will outline the tools and tactics best need to execute your marketing plan.
What is most important is to know your audience as digital, online and traditional channels offer brands tools for brands to use. If your audience is aged care, careers as one segment may use more online and digital channels to gather information however other segments may rely more on traditional marketing tools and tactics. One approach does not fit all.
Which channel produces a higher ROI?
No one channel is better. It all depends on your audience segments and the customer persona you have identified as the primary buyers of your products and services. Technology has grown and continues to enable businesses to connect to their audience in real-time 24/7. Which is why it’s important to focus on your customer needs and desires and customise your marketing strategy with activities that pull customers to your campaigns, promotions and content.
Author Tip: Be creative and find new ways to make your marketing relatable and human
Marketers often first focus on the tools and tactics instead of how their audiences collate and absorb information. We recently did a study for a client on women and heart disease and found the younger female cohort 35 years and under relied more on word of mouth and online magazines to get information while women aged 36 years and above predominantly relied on social networks and print magazines to seek information and gain knowledge. If you did the same study for cosmetics you may find a very different result, for instance, the younger female cohorts may rely on influencers, online reviews and video tutorials to gain information and get skilled as opposed to word of mouth. Identify the right channels that enable you to personalize the message that your audience uses to consume information and not the other way round.
Brands are in business to leverage the right tools for the right audience, connect with prospects and convert them into customers/clients.
You can’t measure traditional in the same way as online and digital.
That is true however measuring for measuring sake is meaningless. I had a client who measured the success of her social media based on reach; likes, shares, and comments. She was excited as followers grew and her brand was gaining great attention. She cut back on merchandising costs on her retail store and invested more time and money in online promotions. I asked her a simple question – what percentage of her social community were visiting her store and buying, her answer was very few. Her online newsletter was pulling more people into the store than social media. Social media became a useful channel when she launched her online store. Her community supported her to grow her business. What she learnt was her largest audience segment shopped in-store.
Everyone wants to be online. The secret is to grow the channels the drive customers and profits. Put your effort into what works to grow your business.
Author: Tina Manolitsas, FFMG Co-Founder, Marketing Strategist, Business & Marketing Mentor & Advisor, Board Director & Business Judge
