Digital Vs Traditional Marketing Strategy
Today, social media access and utilization removes communication barriers that were traditionally present. The internet provides many solutions to routine problems for marketing purposes. For example, consumers can access different products and services and make comparisons through social media. Moreover, companies can better determine the attitudes and needs of consumers through social media and internet searches. The companies which have adopted the current trend in marketing strategies cope well in the dynamic world of digital marketing (Piñeiro-Otero & Martínez-Rolán, 2016). It is possible that some would proceed to purchase if the customer finds the product or service useful. The information can then be accumulated and analyzed to help in making decisions when developing future marketing strategies. Websites offer the opportunity for organizations to express purpose, products, history or vision through attractive and exciting displays.
The ease of use and the attractiveness determine the quality of a website and whether people will be willing to come back to the site. Some of the critical considerations to ensure that there is no clutter, proper use of color and a readable font. Although the figures of those who pay attention to display ads seem worrying, it is interesting to note that most people who are online do not just search the whole time but find opportunities to explore other things. The loophole creates the possibility of reaching out to customers through influential and powerful display ads which will entice people to click. Although display ads hold promise in the digital marketing industry, there is a need for continuous monitoring and evaluation to trace the influence of the option in reaching out to customers (Kotler & Keller, 2016).
The information above indicates that digital marketing is growing in popularity. Secondly, digital marketing is advantageous because it can reach the customers where they are. Also, the search ads totaled to $18. 4 billion, display advertising at $12. 8 billion, mobile marketing at $7. 1 billion and digital video at $2. 8 billion. For example, marketing online faces the risk of cybercrime through hackers who try to get access to unauthorized locations without using the correct credentials. The situation creates the needs for digital marketers to invest in security measures such as firewalls and privacy control measures to ensure that clients who explore the online marketing options enjoy the maintenance of their privacy. Digital marketing seems to be the way to go today. Thirdly, the social media offers a big boost to the digital marketing strategies because of the number of people accessed.
Consumers get to share a lot of information in different formats, hence an opportunity for companies to communicate their products and services. The online marketing platform creates convenience and comfort when using various goods and services, knowing that solutions are available at hand. Moreover, blogs which require regular updates have grown into a reliable source of information for different uses. They tend to bring together individuals who share a common interest. The blogs play a crucial role in marketing because many companies have their blogs and track the content on others to receive feedback concerning how their goods and services are making an impact in the market. Consumers today consider the posts of product reviews contained in different blogs, using the information for backup in making decisions about products and services.
Furthermore, manipulation of information can prove irreversible especially on the social media platforms such as blogs and social networks. It is tough to ensure that information uploaded online stays protected and away from malicious individuals. For example, an individual might choose to write bad reviews about a product or service on the company website without giving a fair representation of the actual situation. Unfortunately, before the website administrators try to remove such inaccurate comments, there would have been enough clients who would be disappointed by the product or service even before trying it out. Secondly, the process of digital marketing involves many adaptations to the evolving trends in the society. Moreover, the use of traditional methods of marketing such as television, billboards and radio help in reaching new audiences.
There is a large population of people who live across different demographics. The circulation of a brand through a broad geographical location through the old approach is useful in meeting the marketing goals. For example, there are still many people living in the rural areas who appreciate print media such as newspapers as opposed to the conventional way of going online for such information. Secondly, the traditional approach allows the business to market its products on a personal level. Tangible goods give the consumer an excellent opportunity to assess the competence of the company in handling customers in a dignified and respectable way. Negatives Firstly, the traditional approach is bulky and time-consuming. Collecting information from potential customers and current customers concerning service delivery or products is a costly process because it involves a lot of traveling and the use of a lot of human resources.
The labor and transportation expenses make it almost economically insane to venture into doing comprehensive market research the traditional way. The number of interviews required to make the whole process cumbersome since it is difficult to keep the respondents interested (Sheldrake, 2011). The method also creates the problem of the fast evolution of the field, making it difficult to cope with emerging trends. The traditional approach is advantageous because it reaches out to a broad audience of those who do not fancy technological advancements and gives businesses an opportunity to make personal contact with customers for better relationships and brand exposure. Unfortunately, the approach is bulky when trying to reach out to customers for feedback and is primarily utilized by people who do not have easy access to the internet.
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