The digital age of advertising has quickly caught up to, and perhaps even surpassed, traditional advertising. Young marketers in the industry might not even know how to go about advertising in print media. Their minds are full of fresh techniques like search marketing, display advertising, social media, and affiliate marketing. That said, traditional advertising is not going to disappear—instead, the best marketers will incorporate both for a comprehensive marketing strategy.
The marketing industry is rapidly evolving as the digital age progresses at an almost unbelievable rate each year. If you think Internet advertising isn’t as important as traditional, read on. You’ll soon see why it’s vital to not ignore this growing need.
How digital benefits customers
- Relationships: The online world gives a brand the ability to have a relationship with their customers on a regular and more personal level. Customers can communicate directly with the brand through social media, and if the company responds responsibly it will show them as more personable, building a stronger connection with each and every customer. Brand loyalty campaigns are easier to launch and more effective online than through traditional, one-way-street advertising.
- Relevance: Traditional media allows very little targeting to ensure that the ad is relevant to the person seeing it. One important benefit of Internet advertising is that a company can deliver an ad during the right part of the customer’s buying process. With a TV or print ad, there is no control over when the message is delivered.
- Intrusiveness: From the customer’s perspective, traditional ads can be intrusive; they don’t get a choice of what ads they see or engage with. Online advertising gives the customer more control over what ads they click on and what companies they want to connect with.
How digital is more profitable
- ROI: The rapid growth of Internet advertising is likely due to a much higher campaign ROI. It costs very little to advertise online and produces better results than traditional methods.
- Tracking: Pushing ads out blindly through traditional methods and never knowing how customers perceive the ad and interact with it, or what business was driven from it, makes running a campaign risky and costly. Online advertising can track all of that information and much more, giving you an inside look at what ads work as you intended and what ones need to be scrapped.
- Optimization: With endless tracking abilities, companies can optimize ads in real time in order to drive as much business as possible for that specific campaign. Traditional methods would leave the company with what they sent out originally, hoping that it worked.
How digital is more effective
- Targeting: The value of being able to target the exact demographic and audience a company is trying to reach at the opportune point in the buying process is hard to fathom. You know exactly who you are talking to and when they see your message. The extent of targeting in traditional media is to pick a time slot and TV show to display your ad or an industry-specific magazine.
- Static vs. Dynamic: TV ads are the most dynamic an ad can be with traditional advertising. Online advertising can be fully dynamic, giving the customer something to experience rather than having something thrust upon them.
- Data Collection: Tracking and optimizing campaigns is possible online because of the abundance of information that can be collected. Everything from how people interact with an ad to what websites that person visits gives the marketer powerful tools.
How digital is more efficient
- Length of Campaigns: Traditional campaigns have a long shelf life because they can’t easily be replaced with the newest campaign. It also takes longer to get the message in front of the number of people necessary to make the campaign profitable. Instead of spending 6 months on a campaign, Internet campaigns can be a month long and even ended early if there aren’t any positive results.
- From Planning to Launching: Planning a traditional campaign takes months of preparation that must be completed before launching. Internet advertising campaigns can go from planning to launch in less than a week.
- Response Time: A business would start working on a traditional campaign six months in advance, then let it run for another three to six months. After that, they would wait a few more months before completely analyzing the campaign and determining how profitable it was and whether or not to repeat, optimize, or can it. The World Wide Web allows companies to have real-time data. Instead of a year-long investment, a business can plan, launch, optimize, measure, and re-launch in a matter of weeks. It’s a fast-paced world online.