The Difference Between Traditional and Digital Advertising
BT’s ‘You got an ology?’, The Smash Martians and J.R Hartley are all adverts pre-dating the complex world of internet marketing and are the ones that have been imprinted into the minds of the UK consumers. Some of these campaigns have stuck in our collective consciousness due to the catchy jingle, emotional appeal, humour, cutting edge uniqueness or special timelessness.
Working as a modern day marketer, it’s easy to look back enviously at the pre-internet advertising and marketing strategies. Excuse the cliche nostalgia, but times were simpler, less demanding, less competitive and certainly less complicated. Now we have multitudes of tool options to help us control data and to try and invade the heavily saturated media battleground. Ensuring that your advert reaches your target audience has also never been harder.
A recent study surveyed 2000 consumers and asked the question: “How much do you think that our approach to marketing has changed since the pre-internet era?” From this, the result was mainly that creating an emotional connection is still vital but the techniques used by our predecessors in the 70s, 80s and 90s is now no longer suitable. As time has gone on, the more adverts and marketing campaigns have been made which means that people have a bank of adverts past and as a result, they are wiser to the marketers tactics and techniques. The blunt approaches from as far back as the 50s and 60s (Feeling fat? Buy this drink and don’t!), nowadays receive short shrift thus we are now required to be subtle, clever and incredibly strategic as well as still making an emotional connection. Marketers today are faced with a cynical audience but as long as they recognise this, understand it and play to it, marketing will be much more effective.
Recently, the idea of personalised marketing and advertising has become popular due to its success rate. Those who can personalise their message through dissecting and analysing the correct sort of data, segmentation tools as well as sound tactics tend to have a much higher success rate. However, annoyingly for advertisers and marketers, this method of personalisation is not popular with all members of the audience. 37% of consumers admitted that they’re not happy for brands or companies to use their data for relevant marketing messages and contact. However, this is probably more indicative of low quality personalisation rather than the personalisation itself.
So what are the advantages and disadvantages of digital marketing and advertising in comparison to the more traditional methods?
The potential for exposure with today’s digital marketing is huge. With the vast amount of people using the internet and consumers constantly looking for new and improved products, people are always open to listening and learning. However, due to the fact that in the past there were less adverts and marketing campaigns, the adverts that were around previously were remembered and discussed whereas now, only the extraordinary marketing campaigns are discussed and made really famous.
- Ease of carry through purchase
This is a huge advantage of digital marketing. Whereas before, one would see an advert on TV or on billboards around town and then have to remember to go out and buy the product, nowadays, purchasing straight after seeing an advert is as easy as a click through. This is not only advantageous for the sellers but also for those buying as it makes purchases easy and quick.
As previously stated, due to data that has been gathered and analysed, it is now easier to make marketing and advertising more personal thus not only more relevant for the potential consumer but also more interesting for them.
- Real time marketing
Similarly to the ease of purchase carry through, real time marketing targets people at the right time, in the moment and so that they are ready to buy such as on a banner advert on top of another website when they’re already purchasing something similar.
- More competition
One of the biggest disadvantages of modern day digital marketing is the competition. Practically every company, business and brand has a form of digital marketing and campaigns which means that only the very best will stick out in people’s mind as being memorable. This is why it is so important to create unique and good quality marketing content.
So if you have your own business and are looking for a way to market it professionally and memorably, it’s important to bear all of this mind. This is a daunting task which is why many businesses do turn to marketing professionals such as those working in creative agencies, design agencies or marketing agencies. One particular creative agency called Significance Media () specialise in creating strategic, beautiful and effective marketing campaigns for those brands needing to get their foot into the competitive realm of marketing and advertising. Using experts in the field who have the knowledge of how to create such digital marketing campaigns will be greatly advantageous for your business.
Overall then, it would seem that despite the infamous adverts from the pre-internet era, we are now able to create even better adverts and marketing campaigns through years of advancement, learning and trial and error. Competition, although it makes it more difficult for marketers to compete, it does bring out better quality results which is beneficial for businesses and consumers alike.
SEO Services Dublin provide online marketing for a number of marketing needs – contact them for details.
Charles has been working as a webmaster since 1998. Since then, he has had his hands in thousands of websites and has helped millions get online through a company he partially owns called Web Host Pro.