Have you ever wondered why some brands are still utilizing traditional advertising when many marketers claim that digital advertising is very effective? First of all, traditional marketing involves mediums like television, newspaper, magazines, billboards and many more. As for digital marketing, marketers utilize online platforms (social media, websites, etc) to create online advertisements.
A lot of reports and papers have shown a shift in consumer behaviour, more people are using social media and the internet. This can be seen through statistics that show an increase in social media users and their screen hours. In addition, this trend means that more people are prone to the exposure of digital advertising. Therefore, more marketers are utilising digital marketing strategies for their clients.
Digital advertising is also much more cost-effective since marketers can select their desired target audience. In addition, marketers can immediately measure the ROI (Return on investment) for their campaigns. This means that they can comprehend whether their previous strategies are aligned with their objectives or not.
On the other hand, traditional advertising is seen as an ‘expensive way of advertising your product’. For example, product placement (featuring a brand’s product in a movie) is much more expensive compared to attaching online advertisements on Facebook/Instagram. However, marketers can reach a broad and diverse target audience through traditional advertising. Additionally, brands who use traditional advertising would be deemed as more credible and established brands.
Both traditional and digital advertising have their own pros and cons. Therefore, marketers should conduct a thorough market research to comprehend the right target audiences for their clients (brands). In addition, a brand’s current financial position and desired brand image need to be taken into consideration too. Hence, marketers should not jump into conclusion that traditional advertising is now invalid, vice versa.