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\n\t\t\t<\/div>\n\t\t\t\tDigital marketing vs. traditional marketing: what’s the difference?<\/h2>\n
The main difference between digital and traditional marketing is the medium through which an audience encounters a marketing message. While traditional marketing uses traditional media like magazines and newspapers, digital marketing uses digital media, such as social media or websites.<\/p>\n\n Iconic Rolling Stone cover of Lizzo via Rolling Stone<\/a><\/em><\/p>\n<\/figure>\n\n Of course traditional marketing doesn\u2019t mean it\u2019s old fashioned. Traditional marketing still plays an important role in people\u2019s lives with the ever growing need to step out of the digital world.<\/p>\n The immersive experience of an impactful TV commercial and the tactile nature of a copy of Rolling Stone magazine are as important today as they were 20 years ago because of their lasting effects on your memory. Subconsciously you attach yourself to their brand emotionally, meaning they will stay at the top of your mind.<\/p>\n In the same token, digital marketing is just as important as traditional if not even more so. Digital marketing uses every touch point of your daily use of the internet to reach you.<\/p>\n\n Tempting holiday Instagram ad via Sky Scanner<\/a><\/em><\/p>\n<\/figure>\n\n If you are google searching holiday ideas for your next weekend getaway, the chances are that soon after you will see a tailored sponsored ad from Sky Scanner.<\/p>\n Using the internet for several hours each day is a normal part of most people\u2019s day to day life. Digital marketing just uses this to its advantage by cleverly weaving in marketing communications into every digital channel.<\/p>\n The key to a great marketing campaign is to find the right balance between traditional and digital. In 2020, digital marketing is the yin to traditional marketing\u2019s yang. Both play an important role in a marketing strategy, but they are each elevated when used in unison.<\/p>\n Take Guinness for example. Their TV commercials are infamous because of their unique and powerful cinematography. Over 20 years later, Guinness\u2019 classic 1999 \u2018Surfer\u2019 campaign is still one of the best TV commercials of all time.<\/a> However, even with this legendary status, Guinness still have to move with the times and incorporate digital marketing into their strategy so that they don\u2019t miss out on some huge marketing opportunities.<\/p>\n <\/p>\n Via Guiness<\/a><\/em><\/p>\n In order to reach a broader and younger audience, Guinness recently expanded their digital marketing horizons by making video content specifically for Facebook and Instagram. Rather than just reformatting their TV commercials, they filmed their campaigns as social first videos by composing the shots specifically with both Facebook and Instagram in mind. The videos were specifically targeted to the audiences they had in mind.<\/p>\n The result was a visually stunning and impactful social media campaign about Compton cowboys caring for their horses in California. Perfectly trendy and sharable Instagram fodder.<\/p>\n\n Modern digital marketing by Guiness via Marketing Week <\/a><\/em><\/p>\n<\/figure>\n\n Let\u2019s get to the specifics and define the differences between digital marketing and traditional marketing and their pros and cons.<\/p>\n With the rise of social media, traditional marketing is often undervalued by marketers. However, traditional marketing still very much has a place in a consumer\u2019s day to day life. If you have the budget to share your campaigns in magazines and prime time TV, your money could be well spent.<\/p>\n\n Newspaper traditional marketing illustration by gOrange<\/a> via 99designs by Vista.<\/em><\/p>\n<\/figure>\n\n Traditional marketing channels include:<\/p>\n The pros and cons of traditional marketing<\/em><\/p>\n<\/figure>\n\n Impactful and easy to understand<\/strong> Printed marketing materials are more permanent <\/strong> More memorable<\/strong> More difficult to measure campaigns<\/strong> Often expensive<\/strong> No direct interaction with the consumer<\/strong> However impactful traditional marketing is, we can\u2019t forget that we are well and truly living in the internet age.<\/p>\n\n Digital consumer illustration by HenryLim<\/a> via 99designs by Vista.<\/em><\/p>\n<\/figure>\n\n According to ClickZ<\/a>, “Internet users now make up 57% of the global population. On average, people spend 6 hours and 42 minutes online each day. By 2021, a projected 73% of all ecommerce sales will come from mobile.”<\/p>\n That\u2019s a mind-bogglingly huge amount of time and opportunity to do some clever digital marketing.<\/p>\n If you need tips\u00a0on launching a successful digital marketing strategy, check out Vistaprint’s Digital Marketing Guide for Small Businesses<\/a> for guidance.<\/p>\n Digital marketing channels include:<\/p>\n The pros and cons of digital marketing<\/em><\/p>\n<\/figure>\n\n More options for engagement<\/strong> Easy to measure your campaigns<\/strong> Makes clever targeting possible<\/strong> Digital ads can be deemed as annoying<\/a><\/strong><\/p>\n Think about the moment you\u2019re scrolling through your Facebook homepage and all you want to do is see what your old school friends are up to these days. Then you get the dreaded sponsored ad for something related to an embarrassing ailment you googled the night before. It\u2019s sure to make you actively dislike the very brand doing the clever targeting.<\/p>\n Less permanent<\/strong><\/p>\n Digital marketing efforts like Google ads, banners, promo emails or social media ads can have a fleeting, temporary character. They\u2019re intangible and can easily be ignored. If your target audience keeps scrolling or clicks to the next page your ad will be gone from their screen.<\/p>\n Constantly evolves<\/strong><\/p>\n To get the most out of your digital marketing efforts there is a lot to learn. Each channel usually requires its own specialist, from search engine marketing to social media, each channel requires a pro to get the best bang for your buck. However, a grass-roots social media marketing strategy is a great place to start. Have a look at our digital marketing strategy<\/a> guide for some inspiration.<\/p>\n Ultimately both types of marketing have their benefits and downfalls, but the key is understanding your specific marketing needs, considering your budget and understanding your target audience.<\/p>\n Traditional marketing channels are often more expected and welcomed by the Baby Boomer generation and Gen X\u2014people who own televisions and prefer to buy newspapers for example. However, digital marketing is a surprisingly suitable route for all ages, not just millennials and Gen Z\u2014my nan spends hours scrolling through Facebook, sharing Lad Bible videos and shopping online.<\/p>\n The moral of the story: both digital and traditional marketing can work for you, as long as you know what your audience wants.![\"Lizzo](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_521,h_615,c_scale\/f_auto,q_auto\/v1712930071\/ideas-and-advice-prod\/blogadmin\/Screen-Shot-2020-01-24-at-13.30.12-e1581949891675\/Screen-Shot-2020-01-24-at-13.30.12-e1581949891675.png?_i=AA\")
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Which type of marketing should you use?<\/h2>\n
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Traditional marketing: pros and cons<\/h2>\n
![\"Reading](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1135,h_616,c_scale\/f_auto,q_auto\/v1712930060\/ideas-and-advice-prod\/blogadmin\/Screen-Shot-2020-01-24-at-16.32.44\/Screen-Shot-2020-01-24-at-16.32.44.png?_i=AA\")
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![\"Traditional](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_930,h_610,c_scale\/f_auto,q_auto\/v1712930062\/ideas-and-advice-prod\/blogadmin\/Traditional_marketing_PROS_and_CONS_jpg_TV5kLwNf\/Traditional_marketing_PROS_and_CONS_jpg_TV5kLwNf.jpg?_i=AA\")
Pros:<\/h3>\n
\nA visually bold billboard or a striking TV commercial is a normal part of most people\u2019s day to day lives. They\u2019re easy to digest and often entertaining.<\/p>\n
\nIf you have an advert in an issue of The New York Times it will be there until the magazine is recycled. Which is great if the consumer is an avid collector.<\/p>\n
\nSeeing something in real life rather than on your phone is more likely to be remembered. The anticipation of the new Super-Bowl ads or a beautiful and impressive window display is more likely to stay in your mind than an instagram ad you\u2019ll probably scroll past in seconds.<\/p>\nCons:<\/h3>\n
\nThere are ways to measure traditional marketing campaigns such as brand trackers but they are nowhere near as in depth or intelligent as the tools available for digital marketing.<\/p>\n
\nIf you\u2019re a brand in its infancy chances are you don\u2019t have the funds for a 4 page spread in Vogue. Many forms of traditional marketing will set you back a considerable amount.<\/p>\n
\nUnlike social media marketing, you\u2019re more or less in the dark about your audience\u2019s reaction to your marketing efforts.<\/p>\nDigital marketing: pros and cons<\/h2>\n
![\"Digital](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_650,h_593,c_scale\/f_auto,q_auto\/v1712930064\/ideas-and-advice-prod\/blogadmin\/Screen-Shot-2020-01-27-at-16.43.55-e1581952025819\/Screen-Shot-2020-01-27-at-16.43.55-e1581952025819.png?_i=AA\")
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![\"Digital](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_930,h_610,c_scale\/f_auto,q_auto\/v1712930066\/ideas-and-advice-prod\/blogadmin\/Digital_marketing_PROS_and_CONS_jpg_YGKGgrXj\/Digital_marketing_PROS_and_CONS_jpg_YGKGgrXj.jpg?_i=AA\")
Pros:<\/h3>\n
\nThrough channels such as social media you can physically see what your audience think of your brand and marketing efforts. If your marketing has been shared, liked and had plenty of positive comments, you know you\u2019re doing something right.<\/p>\n
\nOn the flipside to traditional marketing, the specifics of digital marketing tracking is exceptionally in depth. This makes your learnings extremely clear for your next round of marketing efforts.<\/p>\n
\nIf you have the tools to specifically target a 29 year old female writer who loves Lizzo and drinking Guinness then surely you can also create perfectly tailored content?<\/p>\nCons:<\/h3>\n
Find what works for you<\/h2>\n
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