Digital Marketing VS Traditional Marketing, Which Is Better?
When faced with the choice to do product marketing, of course you are looking for the best medium so that the techniques that are carried out can hit the right target. Starting from advertising on billboards, newspapers, radio, and TV is often done in order to reach the target as much as possible. However, now the term digital marketing is emerging or “digital marketing” so that marketing techniques that are not done online are dubbed as traditional marketing. The following are the differences between the two.
Digital marketing or digital marketing is an attempt to market products through the internet network (online). As technology develops, more and more companies are using digital marketing as a strategy used to market their products. Some examples of mediums that are included in digital marketing techniques are websites, social media, online advertising, and email marketing.
The advantages of marketing products through digital marketing are more personal because advertisements or messages that are marketed directly about the targets that have been determined, namely internet users. In addition, marketers can more easily calculate how accurately the media used in marketing products. Another plus, digital marketing offers more affordable costs, for example is Facebook which offers the cheapest CPM (Cost Per Thousand Impressions) for all ads.
However, there are some disadvantages that digital marketing has. First, the target market must be people who are tech-savvy and active on social media, because if they don’t use technology, the advertised product will be useless. In addition, some internet users usually feel disturbed by the appearance of advertisements when they are accessing social media such as YouTube, therefore, create interesting and engaging advertisements, such as Gojek’s YouTube ads or Netflix’s social media which release serial humorous content. or movies that air on Netflix.
Just as the name suggests, this marketing technique uses “traditional” methods that usually use print media such as billboards, banners, flyers, or newspapers. Along with the times, traditional marketing began to penetrate into the world of electronics, such as radio and TV. Although it is called traditional, traditional marketing does not always use a long-winded and ineffective method.
Traditional marketing, of course, still has several advantages, including the broad target coverage and easy to understand audience, unlike digital marketing which sometimes confuses new users on the internet because it often appears in the form of pop-ups. In addition, if done correctly in a creative way, the impact can be more interesting than digital marketing. Some examples are the NüTea billboard (Jakarta, Indonesia) and the digital billboard at Piccadilly, London, which advertises British Airways.
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However, there are some disadvantages of traditional marketing that make digital marketing superior, namely targets that cannot be addressed personally, because the advertisements displayed can be seen by everyone, such as billboards or newspapers. Then the inability to interact directly with the target audience is also an obstacle, because unlike digital marketing that can present a chatbot on a website or admin that manages social media accounts, advertisements that appear in print and electronic media only deliver unidirectional messages that cannot be responded to directly by audience. Plus, the costs incurred may also be far higher than digital marketing, especially if you have to print flyers, billboards, and banners, or place advertisements in mass media.
There are several factors to consider to help you choose the techniques used in product marketing:
Now before you start marketing, you must first understand what products will be marketed. Estimate how the product will be marketed later. After that, determine the direction of marketing your product.
After understanding the products to be marketed, you must also understand your product’s target market. Determine the demographics of potential consumers of the product you are going to market. You should use traditional marketing techniques if your target market is elderly who need pants diapers, for example by placing advertisements on TV programs watched by the elderly.
Perform calculations to determine what media are most effective in marketing. Usually, marketing products using traditional marketing techniques will cost more, because the area to display advertisements such as newspapers or billboards is only available in limited quantities so that not many products can be marketed.
This factor is usually more applied in the digital world that can only be accessed using the internet. The reason, consumer psychology such as hobbies, habits, or lifestyle preferences can only be known if marketers have access to the internet and social media. But at least, you have to understand the basics of consumer psychology, like teenagers usually use Instagram, Twitter, YouTube, or Tumblr and business people will choose LinkedIn to show their professional image.