Digital Marketing Vs Traditional Marketing

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Digital Marketing Vs Traditional Marketing

Think about the last time you received a flyer. The chances are high that you can still remember what that flyer was advertising. Now, think of the last advertisement you saw on social media. Can you remember who posted it, let alone what it was about? Studies have shown that people view physical advertisements as more “real”, which leads us to believe that it makes a bigger impact on customers. So, with the proof that traditional marketing still has some value to it, how does it weigh up against the constantly shifting digital marketing trends of today?

Traditional Marketing

Some of us might imagine an ancient printing press churning out flyers when we hear the words “traditional marketing”. We tend to forget about radio advertisements, billboards, and magazines, just to name a few. Chron.com defines traditional marketing as “any type of promotion, advertising or campaign that has been in use by companies for years, and that has a proven success rate”.

Advantages of Traditional Marketing

            Reach the right audience

            If you advertise using flyers or posters, you reach a very specific audience of people who live and\or work in the same area.

Leave your mark

Physical advertising has been proven as highly effective by this study. That is because people see it as more “real” as opposed to digital marketing. It has an air of permanence that we don’t
experience with other marketing methods which is what makes it stand out.

            Keep it simple

Sometimes less truly is more, especially when it comes to marketing. One strong marketing campaign is all it takes to make an incredible impact and leave your mark and nothing says
simplicity like traditional marketing.

Disadvantages of Traditional Marketing

            Costly

Advertising is expensive. Traditional marketing even more so. This is partly due to the fact that more labour is required for it to be effective (e.g. people to hand out flyers, put up posters).
Radio or tv time is also extremely expensive and sometimes not as effective as one could hope.

            Immeasurable

Because there is so little interaction between the method of marketing and the clients/target audience, there isn’t always a concrete way of measuring its effectiveness. There is no sure way
to know if your pamphlet was saved for later or crumpled and thrown away immediately.

Digital Marketing

Wikipedia defines digital marketing as “Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.” This also includes social media platforms like Instagram and Facebook.

Advantages of Digital Marketing

            Bigger audience

            Marketing your business on social media or other digital platforms not only reaches your target audience, but everyone else too. Marketing online is international as well as
constantly available.

            Affordable

Unlike paying for extra labour or material, posting a video or picture is often totally free. It also doesn’t cost your followers or subscribers anything to share your content.

            Measurable

            Unlike traditional marketing, digital marketing is often measurable. For example, if you use email marketing software, you could see who opened your email, clicked on a link or even
unsubscribed.

Disadvantages of Digital Marketing 

            Visible Criticism

            If a customer is unsatisfied with your service or product quality, they could choose to share their feelings on your website or social media page, which is visible to everyone else. This way,
everyone can see your negative publicity and this could greatly harm your business.

Not 100% Secure

Needless to say, it’s impossible to hack a flyer or a poster. Digital marketing has the risk of being hacked or distributed under different contexts which could, just like visible criticism, harm your image.

Code of Conduct Change in SA: How it will affect you

Code of Conduct Change in SA: How it will affect you

In September 2017, the first draft of the new Automotive Code of Conduct was published by the Competition Commission of South Africa. This could change the very fabric of the automotive industry going forward, and here’s why.

The new code of conduct proposes that customers must be able to go to the automotive-service provider of their choice for maintenance and repairs without manufacturers threatening to void their warranties. Instead of relying on a handful of approved providers, customers would have the freedom to decide on a provider that best suits their specific needs. Revolutionary as this may seem, this code of conduct has already been tried and proven successful by the US.

The Right to Repair bill was passed in Massachusetts in November 2013 and has realised great potential. Most companies have been supportive of the bill that stated that car companies should keep “all of their repair and diagnostic software in the cloud and make it available for download [by independent service providers] on a subscription basis.” Although these subscriptions are not by any means cheap, it is still affordable if a workshop subscribes to a specific brand/make it services, instead of subscribing to every make’s information.

The question is whether or not a similar bill would benefit South Africa. Here are just some of the possible benefits of the Right to Repair Bill.

The customer will have the freedom to choose.

Placing the freedom to choose back into the customers’ hands will allow them to find a service provider that suits their financial and personal needs. This would also ensure that manufacturers cannot void a customer’s warranty for using a specific provider.

Services, spares and maintenance will be more affordable due to wider competition.

Although there are more than 8000 independent shops in South Africa alone, a select few service providers are monopolising the industry. By allowing the customer to choose, more and more shops would be considered as viable, affordable options. This would not only increase the businesses’ revenue and customer base, but it would also lower the average repair and maintenance costs.

Hundreds of jobs would be available.

The increase in possible customers will allow independent shops to hire new staff and team members. This will be especially helpful considering the fact that South Africa is facing a recession and needs any economic boost it can get.