It can be difficult to distinguish between traditional marketing strategies and digital marketing strategies. Although there are many similarities between the two, they produce different results. Below, Foley Marketing Advisors has outlined some of the pros and cons of using both strategies.
Benefits of Traditional Marketing
Traditional marketing in print media such as flyers, brochures, and other print advertisements provides lasting results in the long run. For example, print media can be distributed throughout your local community in the form of flyers. If a community member finds the advertisement interesting they may read it more than once, increasing your chance of gaining a new customer. Traditional marketing materials can be stored, used at your disposal, and be distributed one-on-one to provide a personal touch.
Downside of Traditional Marketing
It is no secret that effective marketing can help increase sales and attract new customers. However, the biggest downside to traditional marketing is the cost. Traditional marketing is expensive and it’s difficult to determine its success. The high expense and non-existent measurement of performance create the biggest downside to traditional marketing.
Benefits of Digital Marketing
One of the major benefits of digital marketing is its ease of use. Many social media platforms allow business account owners to create a business page and run advertisements. Digital marketing efforts can be tailored to target by location, demographics, and interest on social media. For example, GEO location services on social media allow you to reach individuals near your business and offer exclusive deals on your services/products. Digital Marketing is also extremely cost effective when compared to the expenses of traditional marketing. Social media gives the ability to select your target audience and set limits to your advertising budget. In addition, digital marketing provides live feedback on the success of your marketing campaign.
Downside of Digital Marketing
As a small business owner if you choose to pursue digital marketing you must maintain an active presence online. When running advertisements or posting content on social media, unhappy customers can damage your brand image. Customers can write comments on their personal social media accounts and comment on your content/advertisements. Negative comments and hashtags can severely damage brand image online. It is important as a business owner to monitor the online presence of your small business to ensure all conversations maintain a positive sentiment.
To protect brand image online you must diligently track your brand and company name for negative sentiments. For example, if certain “fire” words are said on social media with reference to your brand, you will be alerted. It is important as a small business owner you have a plan to handle negative feedback online to protect brand image.
Traditional marketing strategies and digital marketing strategies both help grow and improve your business. It is important as a business owner you select the one that fulfills the needs and objectives of your small business. If you would like help identifying which strategy is right for your business, please feel free to reach out… We’re always happy to help!
Danielle Foley, President
Foley Marketing Advisors