Do you know that one of the bedrocks of a successful small business is the power of Marketing. Yes! You can have a great product and great customer service, but if people don’t know you exist, you won’t make any sales.

However, marketing increases brand awareness. It helps increase sales, build a consistent customer base, and helps you establish a name for yourself in the world. Without a very good marketing strategy, your business will quickly be relegated to the background and easily disappear. Marketing is a tool that you must use to make your business a successful one.

At the end of this article, you would have come to the realization of which marketing is the best for your small business; Traditional or Digital Marketing?

A. Traditional Marketing 

Traditional marketing is the process of satisfying and profiting from the needs of a target audience through offline channels. Simply put, it refers to meeting the needs of consumers through marketing channels that existed before individuals had access to modern platforms.

These are methods that have been around for decades, but are generally less commonly used  these days. However, they are not without their strengths. Common traditional market techniques include: 

• Postcards.
• TV and radio advertising.
• Advertisements in newspapers, billboards and flyers.

We see and hear many of these ads every day, whether it’s listening to the radio on our way to work or looking at billboards outside our windows as we pass by. They have become part of everyday life.

Pros And Cons Of Traditional Marketing For Small Businesses

Although some of the traditional marketing have been around for centuries, there are still benefits to put traditional marketing into modern strategies.  

• The use of television, radio, and billboards allow you to reach consumers in new markets and geographically different locations.
• Companies can often reuse the same flyers, TV, and radio ads which save time and money while  promoting business.
• Print and advertisements from major media outlets are often considered more trustworthy. Companies that can advertise in magazines and run commercials on TV and radio must have the financial resources to do so. Hence, there is a perception that the company is growing, successful and stable.

Despite its benefits, traditional marketing can also come with drawbacks. Being aware of the following drawbacks can help you anticipate and address potential challenges.

• Television and print media have limited time and space to display only limited information about  products and prices.
• You can only target a diverse audience, not a specific niche or demographic of  your market. 

Case Study

A Case of Traditional Marketing to be studied is the real – life incident of Guinness’  iconic Surfer ad. In 1999, Guinness launched its iconic television  commercial “Surfer,” which captivated audiences around the world. 

The ad featured a group of surfers waiting for the perfect wave, symbolizing patience and dedication. The powerful storytelling and immersive television experience  left a lasting impression on viewers.

This incident highlighted the emotional connection and mass appeal that traditional marketing can achieve.

B. Digital Marketing 

Digital Marketing, also known as online marketing, is the promotion of a brand to connect with potential customers through the internet and other forms of digital communication.

This includes email, social media, and web-based advertising, as well as text and multimedia messages as marketing  channels.

All types of marketing can help your business  succeed. However, with the increased  availability of digital channels, digital marketing is becoming increasingly important. 

Infact, in April 2022 alone, there were 5 billion internet users worldwide. From social media to text messaging, there are many ways to use digital marketing tactics to communicate with your target audience. 

Additionally, the initial costs of digital marketing  are minimal, making it a cost-effective marketing  method for small and medium-sized businesses.

Pros And Cons Of Digital Marketing 

Digital marketing is gaining traction primarily  because it allows you to reach a very wide  audience. However, it also offers many other  benefits that can enhance your marketing efforts. These are some of the benefits of digital marketing.

• It focuses more on individual customer experience than traditional marketing. 
• We also use digital marketing reports, which formally document the results of your marketing  channels after a certain period of time.
• Unlike traditional methods that can be  restrictive, you can reach a global audience.

However, there are also some limitations on digital marketing and they include:

• Digital marketing methods offer global and local reach, but some still lack access to the internet.
• Cybercrime is one of the biggest impediments   to technological progress, so businesses need   to implement secure marketing measures that   are independent of  hacker attacks.
• Due to the fact that people around the world use the Internet, a company’s competitors may  also imitate its innovative marketing techniques.

Case study

Here is a case study showcasing successful digital marketing campaigns for businesses.

Lay’s, the potato chip business of parent company PepsiCo, launched the Smile Deke Dekho Campaign in October 2019. 

The unique selling proposition is that the brand promotes the message that a simple smile can universally unite different people and can easily convey  emotions and moods through all flavors and chip packs. 

What was unique about this initiative was the involvement of influencers on various social platforms to promote the brand. Additionally, Lay has put together his 350+ hand-picked   packages for influencers.

Traditional Marketing vs Digital Marketing – Comparison

Here is a brief comparison between traditional and digital marketing. This comparison will guide you in choosing the best one for you as a business owner. They include:

1. Cost-Effectiveness

Digital marketing is generally more cost-effective than traditional marketing because you don’t have to print ads or pay radio or television stations for commercials. 

Businesses that want to target a larger audience within a specific demographic may choose traditional marketing because it is more effective. This method allows you to make your brand more prominent in the  minds of your target customers. 

For small and medium-sized businesses operating on a tight budget, digital marketing is helpful because it allows you to easily reach individuals from your office and reduces transportation and storage costs. 

Consider evaluating factors such as content creation, media reach, branding, and design to determine whether the company you work for can implement certain marketing techniques. This will help you decide what strategies you need to implement to reach a wider audience.

2. Reach And Targeting

Traditional marketing typically focuses on targeting specific markets, whereas digital   marketing is typically more effective at reaching  a broader audience. Identify the people who need your company’s products and services and determine what will attract them. 

An organization’s target audience may be a subset of its market. For example, a beauty brand may offer discounts on anti-wrinkle treatments.These  treatments are often age-specific, so it may not be necessary to target the entire market.   

Brands may choose traditional marketing to reach older adults who are less familiar with technology. Through flyers, newspaper ads, TV commercials, and text notifications, you can build personal relationships while inviting locals to interact with your brand. 

Instead, digital marketing focuses on targeting a global audience. The Internet allows companies to advertise their services to a wide variety of people and tap into new, untapped markets. 

3. Measurability And Analytics 

Traditional marketing typically limits audience interaction because companies cannot  determine how customers will respond to advertising campaigns. It lacks accurate measurement and precise analysis. It can be difficult to accurately determine the impact of a campaign, making it even more difficult to assess  the effectiveness of specific marketing efforts.

With digital marketing, feedback can be easier to track and analyze because there are open lines of communication. When customers see an online ad, they can comment, like, and share the post. 

This allows companies to determine whether their campaigns are effective and assess whether individuals respond positively. This marketing strategy helps businesses meet customer needs effectively.

4. Flexibility And Adaptability 

Digital Marketing allows you to quickly adjust  and change your marketing campaigns based on real-time data and insights. Businesses can  quickly adapt strategies, optimize campaigns, and respond more nimbly to market trends and customer preferences. 

Traditional marketing campaigns often require significant  lead time and lack sufficient flexibility once  implemented. Changes and adjustments can be  difficult and costly, limiting our ability to respond quickly to market changes.

Conclusion 

Both methods are seen as complementary strategies, each offering unique benefits in  customer engagement and retention. By harnessing the power of both approaches,  companies can create comprehensive marketing campaigns that drive success. 

When considering the best marketing strategy  for your business, consider your audience and  where they get their information from, and use that information to make decisions. 

When deciding between traditional marketing and digital marketing, one is not necessarily simply better than the other, as the objectives are different. The bottom line is that you need to fully understand your business and target audience to choose the best strategy for your company.