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?
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
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.
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.
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
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
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.
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
Disadvantages of Digital Marketing
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.