In the current digital age, every business owner needs to develop an awareness of new technologies and advertising methods. Marketing is one area that has been particularly affected by digitalisation, allowing one to advertise their products or services to a larger audience. But the question remains, which strategy is better? Some would argue that traditional marketing is dead, and that the only way to thrive in the business world is through optimising a brand’s online presence. Others may say that the impact of a good television ad is still larger than any digital banner. At the end of the day, it does not matter which method is better. What does matter is figuring out which marketing campaigns have the greatest potential to help your small business grow. In this article we will discuss the pros and cons of both traditional and digital marketing methods, and explore some effective strategies.
Digital Marketing
Digital marketing is about utilising online channels and social media networks to expand your brand’s presence. Some notable choices include:
1. Search Engine Optimisation
SEO makes your business website optimised for search engines like Google or Mozilla Firefox. If people search for the product or service you are providing in your town and you aren’t among the top results, you may need to change something up. Studies have shown that not many people click through to the second page of Google.
2. Social Media Marketing
Social media is a great tool for growing your customer base. This type of marketing includes advertising on the most popular social media networks like Facebook, Instagram, and Twitter. You should choose the social media platform on which you advertise depending on your target audience and what you are selling. For example, if your items or services are aimed towards teenagers, then Instagram should be your priority. Ads for your business can also be placed on sites such as Facebook, which can be shown to your target demographic.
3. Pay-per-click ads
Pay-per-click ads for your product or service are placed on a host site, and you only need to pay based on the number of times that it is clicked. It is a rather quick way to generate new leads and expand your audience.
Pros
One of the biggest benefits of digital marketing is the relatively low cost. If you have just started your business, you probably do not have the budget for a TV advertisement or a billboard. On the other hand, the marketing methods mentioned above are more affordable and also very easy to measure.
Cons
Arguably, the biggest downsides of digital marketing are that it can turn off potential customers and can be difficult to implement. Most people are not a fan of consistent pop-up ads on websites, and these ads are easy to ignore or forget. IN addition, it requires a high degree of specialisation for each channel (websites and social media platforms), and SEO often necessitates the assistance of experts.
Traditional Marketing
People are sometimes under the impression that traditional marketing is “old” and “outdated” when this couldn’t be further from the truth! In reality, traditional marketing still plays a crucial role for many businesses, not to mention that a traditional ad can also become digital (if your ad is funny, clever, or impactful, it is likely that your campaign will be shared online, which results in it also being a piece of digital marketing). This means that you don’t have to be wildly popular or have an established network to achieve success – all it takes is hard work and creativity. Some of the most notable options are:
1. Flyers and Brochures
A well-made flyer can make all the difference. They are best sent in the mail, or even handed out on the street. Adding a personal touch is what often gives traditional media its charm. Especially if you are a small business owner, a positive and personal experience for your customers is essential for success.
2. Billboards
Billboards offer a visually stimulating marketing strategy through the use of printed images or text. They can be widely spread across the country, or just in your local area, depending on your audience. Large or small, billboards are good for both big and small businesses, if it aligns with your ambitions and budget. The success of billboards is dependent on the quality of the image. If the banner printing is exceptional, it will create a favourable impression of your business.
3. Direct Mail
Direct mail can also be creative and personalised, as well as reach a large audience. In this age of technology, customers often feel special if they receive hand-made mail, and in certain industries, it also causes a higher response rate.
Pros
Traditional marketing can leave a lasting impression on its viewers and has the ability to be seen by large and diverse audiences. Offline, you can more easily control your brand and exposure.
Cons
It can be hard to measure the results of traditional marketing campaigns. Additionally, it can be expensive to reach a wider audience, and it is more difficult to receive feedback from customers about your traditional marketing strategies.
Conclusion
If you want your small business to reach the maximum number of customers, you should utilise all kinds of marketing campaigns. It is seldom a waste of effort to start a marketing campaign, and as successful business owner Henry Ford once said:
“Stopping advertising to save money is like stopping your watch to save time.”
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