Marketing VS Digital Marketing
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.
That’s not to say that traditional marketing doesn’t mean it’s old-fashioned, rather traditional marketing still plays an important role in people’s lives with the ever growing need to step out of the digital world. The immersive experience of an impactful TV commercial and the tactile nature of a copy of 8 Days 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.
In the same token, digital marketing is just as important as traditional if not even more so. Digital marketing uses every touchpoint of your daily use of the internet to reach you. If you are google searching for holiday ideas for your next weekend getaway, the chances are that soon after you will see a custom targetting sponsored ad from Sky Scanner.
Using the internet for several hours each day is a normal part of most people’s day-to-day life. Digital marketing just uses this to its advantage by cleverly weaving in marketing communications into every digital channel.
Which platforms should you use?
The key to a great marketing campaign is to understand where your target audience spends more of their time (to better reach them) and place your ads in the least intrusive way. Finding the right balance between traditional and digital, especially in 2021 is hard. With the millions of companies trying to get the average consumer’s attention, you hard to put real thought, planning, and strategy your ads to gain successful traction. Both play an important role in a marketing strategy, but they are each elevated when used in unison.
Take Guinness for example. Their TV commercials are infamous because of their unique and powerful cinematography. Over 20 years later, Guinness’s classic 1999 ‘Surfer’ campaign is still one of the best TV commercials of all time. However, even with this legendary status, Guinness still has to move with the times and incorporate digital marketing into their strategy so that they don’t miss out on some huge marketing opportunities.
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