In the early stages of advertising, marketers relied on traditional communication methods such as radio, print, and TV to raise awareness. As we all know, this was expensive and limited to companies with big budgets. Smaller companies had to rely on word of mouth and maybe a tiny ad in the local paper. Fast forward to the birth of the internet, marketing quickly shifted. Why? Affordability, immediate access to the consumer, and a high Return on Investment, among other things. Should marketers choose Digital over Traditional channels? The answer to this question would be simple if consumers shared a brain. Since consumers are complex, focusing on one communication channel could keep us from reaching more customers.
What is the Customer Lifecycle?
Customers don’t roll out of bed one day and decide to buy a car or a house. They are several touchpoints between awareness and purchase. It can take a day, a month, or several years before the customer makes the purchase. The marketer’s job is to ensure that a consumer has a seamless experience during these touchpoints for that lead to convert. A customer lifecycle is “the steps that a consumer goes through before, during, and after they complete a transaction”.
What are the differences between Digital and Traditional Marketing?
Digital marketing influences the interaction between the consumer and the brand. Traditional Marketing has higher costs and targets a broad audience. Traditional media uses offline techniques such as radio, print, and TV; it is memorable and permanent. Digital marketing can target and engage the right people. Digital marketing is measurable and cost-effective; it includes social media, SEM, content, PPC, email marketing, affiliate marketing, and inbound marketing.
Why Marketers Integrate Digital and Traditional Communication Channels
Traditional advertising lacks something that humans crave ”interaction.” Digital marketing, on the other hand, allows for interactions between brands and the consumer. We can reply to the consumer within seconds or minutes and fix a problem before it makes its way to yelp. You can reach people on and offline by integrating digital and traditional marketing communications attracting different customers. Traditional marketing can reach a wider “offline audience” while digital marketing can quickly and efficiently deliver your message.
Traditional advertising may seem outdated, but using both methods can maximize reach, increasing market share, and profit margins. Like Digital Marketing, marketers could use strong Call to Actions in their ads to lead the consumer to their website. Not everyone is tech-savvy; using traditional and digital marketing communications companies could reach a broader audience. Digital marketing allows for a personalized experience for the customer. It can be updated or tweaked if not producing results.