There are two major Digital marketing channels, online Digital marketing channel, which can also be called internet and off-line Digital marketing channels, which can also be called traditional marketing.
Channel here used, represent means through which digital marketing activities are implemented.
I will be using the terms online marketing and traditional marketing in my quest to explain the effectiveness of this two channels in this article.
Traditional marketing use to be the effective means of reaching customers some years ago, but today everything is changing, the advancement and innovation in technology and digital tools has changed the way digital marketing is being implemented.
Lets look at 5 Ways Online Marketing Has Proven To Be More Effective Than Traditional Marketing
1. Large audience
If you are a marketer you already know that audience matters when it comes to implementing marketing activities, marketers know that marketing activities thrive where the audience is, marketers go where the audience is.
Numbers matters when it comes to marketing.
Online marketing channels today are enjoying more traffic flow then traditional marketing channels. Traditional channels like television, radio, newspapers, billboards, brochures, etc, are lossing audience to online channels, people hardly watch TV these days, or listen to radio programs, majority of people today prefer using online tools or means to meet their need these days.
Think about it, how often do you watch TV these days, or read newspaper or magazine, or listen to radio programs, if you take a wholistic analysis of your personal experience with these traditional channels, you will understand that these channels no longer enjoy the audience they used to enjoy about 10 to 15 years ago.
The reason why these channels are lossing their audience base is because of technology and digital advancement and innovation, tools like smart devices and internet has made things easy and flexible, people now prefer to get the the kind of satisfaction they get from these traditional channels few years ago, online using available online means because it’s easy, cheap and flexible.
How about i ask you, when last you visited any social media platforms , like Facebook, Instagram, Twitter, whataspp, etc, probably few minutes ago, because that might be where you get the link to come to my page or blog to read this post, when last have you watched a video on YouTube, when last have you visited a blog… your answers to these questions can tell you more of how and where the audience is.
Online channels today are now where people socialise, access news or information, and do pretty much other things, the thing is people spend more time these days on online platforms than on traditional channels.
And this is why online marketing is winning, because marketing is always more effective where the audience is.
Targeting is another way online marketing is having upper hand than traditional marketing.
Effective marketing is more about reaching the right people while minimizing cost. This is one ability traditional marketing can’t brag about, traditional marketing targeting strategies are less effective compare to online marketing.
Traditional marketing uses strategy like targeting set of people who watch or listen to a kind of program on television or radio, or people who are living and pass through a specific location, in the case billboards and posters. One problem with this strategy is that some of these advertising end up in the front of people that has zero possibility to convert.
This is another area online marketing has proven more effective than traditional marketing, digital marketing, tools like Analytics, Insights and platforms like Facebook, Google provides useful data, like demography, Location, behaviour, likes and interests of people, which can be used to target specific kind of gender, location or behaviour, this makes marketing campaign on online channels more effective.
3. Cost effective
Not only can a campaign on online mediums get to its intend audience, it also saves lots of money which would have been wasted, in the case of traditional marketing, reaching the entire public most of whom the advertisement or promotion will not make any sense to them.
For example, in a case where a company spend thousands or millions of money on advertisement, promoting a products that is meant for only ladies of a specific age on television, there are chances that other gender or age groups will see the ads, which might be of no use to them. In this case, every money spent in reaching the wrong audience with that advertisement is considerably a waste of money .
Online marketing does better job in this kind of situation, online marketing platforms have tools and data that can help marketers reach a specific set of people, reducing the chances of spending money to reach people who will not be interested in what you are offering.
One other ways online marketing is doing greatly then traditional marketing is engagement.
Online marketing platforms enable the opportunity for customers and businesses to interact and build trust. This is what is hardly possible in traditional marketing, when you see an advertisement on television how easy is it for you to know more about the products or sponsors, or to get your questions answered, how about on radio, billboards and magazine, the means for engagement and interaction are not easily accessed in the traditional marketing channels.
Online marketing channels allow functions like comments, message, shares and likes, which help customers express their self, ask questions, and build trust with an entity.
Online marketing channels also allows marketers to track campaigns. This is something that can be difficult to do in traditional marketing channels.
How do you know the numbers of people who sees an advertisement on television or who listen to an advertisement on radio, or read an advertisement on magazine, how do you the kind of audience you have reach with your ads, there are no accurate measures to ascertain such data in most traditional marketing channels.
Online marketing channels has tools that can be used to track advertisement campaigns, to know their reach and effectiveness, this not only help marketers to actualize their marketing goals, it also helps them to pause or cancel ineffective marketing campaigns, save cost and redirect another set of audience.
The point here is, online marketing is more cost effective and results efficient than traditional marketing.
But this doesn’t make traditional marketing irrelevant, for marketers, knowing how to combine traditional channels and online marketing channels can help scale up marketing plans.
What do you think about online marketing and traditional marketing, share your thoughts on the comments section.