Differences between traditional marketing and digital marketing

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As we have already mentioned, with traditional marketing we refer to offline marketing, that is, communication with customers through more conventional channels of action (trade fairs, radio, television, press, etc.). We are therefore talking about linear and unidirectional communication where there is no participation on the part of the user.

While when we talk about digital marketing we are talking about the techniques we use online, on social networks, search engines, email marketing , etc. With this we develop a communication strategy that is more focused on the user and that helps it to be direct, immediate and more personal. In addition, users can interact and participate in this communication.

But what are the differences between online and offline marketing? Here are some points:

Cost of marketing actions:
The cost of offline marketing actions is higher. Digitalisation has made it possible to australia email list reduce costs, since giving visibility to assets on the Internet (organically) is practically free.



Measurement:
You can't know how many people are going to look at a poster you've put up on the street. You can't know the real impact of a campaign placed on a bus. It's not entirely clear how to measure the success of trade show attendance in B2B. However, in digital, all actions are traceable and measurable. This has allowed us to improve marketing performance and make better strategic decisions.



Local and international engagement:
For a campaign with local engagement, success still depends on traditional marketing. To reach a larger audience and sell internationally, digitalization is key.



Type of communication:
In traditional marketing, marketing communication is mostly one-way (company - customer). The company prints some brochures, the customer receives them. The company creates an event, the customer attends. However, digital marketing has created a type of two-way communication where customers can participate, comment and give their opinion. This happens in Google reviews, on social media, in comments on blog content…



Recommendations:
Although recommendations (referrals) exist in both traditional and digital marketing, in traditional marketing they will continue to generate more impact. In offline marketing, they are usually word-of-mouth and come from people we know directly. In digital marketing, they can even be faked. And although it is not common, they do not generate as much trust.



Infographic_traditional marketing vs digital marketing



Common points between traditional marketing and digital marketing


Creating a customer community
Whether offline or online, marketing is capable of creating a community of customers and brand followers.



Boosting a brand
Both types of marketing, traditional and digital, are capable of boosting a brand, generating visibility and attracting new customers.



nFocus on a target
When creating a marketing strategy, it is essential to define the target well. Offline, by outlining the message and creativity. Online, by working with tools that allow you to segment your audience and obtain qualification data. Likewise, content is important, which is why strategies such as Inbound Marketing stand out.



Customer Care (after sales)
Customer care and service in post-sales is essential, since a loyal customer can bring with them new sales through recommendations. Traditionally, companies have a customer care team , which serves customers by phone or in physical offices.

In digital, channels have expanded to include live chat, web or email conversations. Even part of the process has been automated with chatbots.