Have you ever wondered when advertising was born? What was the main difference between traditional and Digital Marketing and their advantages and disadvantages?
As long as there is something to sell, there will be always marketing. Its evolution all over the years was due to the change of the consumer needs and also the technology provided from a more traditional to a digital world, which we are nowadays familiar with.
Also known as Traditional Marketing, offline Marketing includes:
“I always thought marketing, in general, was an interesting kind of thing. I always liked commercials and billboards.”
In this particular case, a simple message and a clear solution are essential. Also, the colors will play a huge role in order to make sure that it is easily visible from a distance.
Having a memorable message with a strong image will help on having a bigger impact.
B. Direct Mail
For obvious reasons the email is taking over the traditional direct mail, as it is cheaper (Cost of printing and delivery), faster, more measurable, and eco-friendly.
It still works especially if your audience has no access internet, some cases the traditional way gives you better results.
According to onestopmail, It has been proved that direct email works better for the following industries:
- Real estate
- Car Dealerships
- Medical offices
C. Print Ads
You are able to find them in Magazines, newspapers or other physical publication. It might be a very effective advertising campaign if the targeted audience is very narrowed.
Sponsored articles on magazines like Forbes, Success, Automobile, of Home & Design are great option to promote your business and your products. By selecting strategically the right Magazine we will make sure to reach your target and gain brand exposure.
In order to optimize your campaign, we suggest to:
- Have one single message
- Keep it short and sweet
- Make your offer clear and appealing
D. Television Advertising
Reaching a much larger audience than local newspaper and radio stations TV allows business owners to show your product, service or business.
There are, however, some disadvantages of television advertising:
- Pricing is very high
- Hard to measure
- Inefficient targeting
The main goal of Television advertising is to build brand Awareness to a large audience, nowadays might be a great option if your targeted audience is a mid/ Senior aged audience.
Most of the revenue from radios comes from advertising, usually works well for local businesses that are trying to reach out to new clients.
- Compared with print or television radio is a cheaper option as there is no need for printing or fancy productions.
- No need to be sitting at your house watching TV, you are able to promote your business when people are in their car, at work or even having a Sunday grill with the family.
A. Affiliate Marketing
This performance-based marketing takes place when someone promotes your business and gets a commission after the client ends up buying your product or service.
It is basically, a process of earning commissions by promoting other company’s products.
The affiliate marketing system works with:
- The merchant – The brand or the retailer.
- The Affiliate – Single individual or company that promotes the product or service the Merchant is selling.
- The consumer – Purchases the promoted product by the affiliate and sold by the Merchant.
For advertisers like Amazon, this advertising can be very effective, since it is a CPA (Cost per acquisition) based deal and the affiliate will only get commissions if there is a conversion.
The affiliate, on the other hand, won’t be compensated by exposing and endorsing the Merchant, in order to earn commissions the conversions must take place.
B. Display Advertising
Display advertising includes the promotion of your brand using banners images, text, buttons and they can have 3 different formats: Static Image Banners, GIF and animated HTML5.
The role they play can be for:
1. Customer acquisition
3. Brand awareness
C. Email Advertising
Email Marketing is used to cultivate relationships with your current and potential clients. This incredible marketing tool is clearly one of the most effective customer retention tactic as you will establish a regular communication with your clients.
In addition to that, you have a lot of email marketing solutions to automate the email, such as MailChimp, GetResponse and measure the impact. Usually, the main stats are:
- Open rates
- Bounce rate
According to lyfemarketing (https://www.lyfemarketing.com/blog/importance-email-marketing) the best advantage of having email marketing is that the ROI (Return of Investment) is usually high since the user already knows your brand and voluntarily assign to your newsletter. In addition to that, you can always run A/B tests to optimize the emails over time.
Here you have some tips on how to optimize your email marketing:
- Keep the headline short, and focus on the benefits of the subject line.
- Optimize your call-to-action button by testing it [Color, size, position, and text].
- keep it personal by, automatically setting the name of the client within the subject line.
D. Pay-per-click Advertising (PPC)
This internet marketing strategy allows advertisers to advertise their product/service on platforms such as Google Ads or Facebook ads.
Every time your ad is seen and clicked, you will be charged with a small fee called CPC (cost per click). This value can be changed depending on the competition’s ads, and the quality of your ad.
As you might know, on Google Ads, there is a big chance that you have competitive bidding to the same keywords and what will determine the position of your ad. It will depend on your Ad Rank.
The Ad Rank is a combination of you CPC (How much are you willing to bid) and the quality score (Determines how relevant your ad is based on the CTR- Click through rate, landing page quality, user experience).
The higher ad Position is, the higher your ad will be ranked on Google search.
Facebook ads are another great alternative:
- Choose your objective (Brand awareness, traffic, conversions..)
- Select your audience (Interests, gender, age, location…)
- Select the placement of your ad (Facebook, Instagram, Audience Network)
- Select your daily budget (How much are you willing to spend per day)
- Select the format (Photo, video, carousel)
Main advantages and disadvantages of Facebook ads and Google ads:
E. Search engine optimization (SEO)
Marketing channel focused on the organic visibility growth on the search engine results. Organic traffic represents a huge importance on every business as it can make a difference between having a successful and unsuccessful business.
SEO might be a complex process as it requires not only knowledge and experience but also some technical skills.
There are some techniques to take into consideration when optimizing your website:
- Quality of the content
- Meta descriptions and title tag
- Site speed
- User experience
- Internal/External Linking
And many other factors to take into consideration.
Which one is the best option? Well, that will depend on many factors like, what are you selling, to who are you selling, what is your budget and goals.
One thing is for sure, the future lays on Digital Marketing and there was no better time than now to optimize your business and adapt it to the newest technologies. If fitted to your business, start on a small scale offline activities such as flyers distribution, billboards, and Magazine sponsored articles.