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Newspaper Versus Internet: Digital Versus Traditional Marketing

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Table of Contents

  • Introduction
  • Traditional Marketing
  • Benefits of Traditional Marketing
    Disadvantage of Traditional Marketing
  • Digital Marketing
  • Benefits of Digital Marketing
  • The Changing Face of Marketing
  • Marketing Through Ages
    Product
    Place
    Price
    Promotion
    People
    Processes
  • Physical Evidence
  • Conclusion

Introduction

Marketing is a very misunderstood word in business. The biggest myth is that advertising, publicity and sales techniques are considered as marketing. It is based on the belief that marketing begins after a good or service is designed, produced and is ready for sales and delivery. Yes advertising, publicity and selling are some part of marketing, but overall marketing is much more then all this. The right approach towards marketing should be following.

  • Identify the right customer segment
  • Design, develop and produces a product or service needed by this customer segment.
  • Communicate the benefits of the products or services by creating a unique place in customers mind.
  • Deliver the value to the customer through product or service and gain profit in return.

Marketing is all this. All marketing efforts should be centred identifying and satisfying the customer’s needs profitability. Therefore, marketing plays a significant role in the success of any business. Businesses that are not doing as well as others typically need to increase their marketing efforts. Spending the right amount of money in the right marketing strategies has the power to turn fortunes for any business house. But then arise the question which approach is better! the traditional or the digital approach of marketing.

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Traditional Marketing

Traditional marking is the ways of presenting good or services through print advertisements, billboards, pamphlets, TV, newspapers, radio etc. Few years back, when almost all individuals read the newspapers or received a new phone book every year, these were the solid media or print marketing channels on which many business owners can rely on. However, today newspapers have been replaced by mobile phones and tablets as one just need to type the section of news and within fraction of seconds, he/she can have a look at every single update all around the world. Even popular magazines have fallen prey to the internet era. As there was a time when people use to get monthly subscriptions of magazines and this was the place for many local businesses to advertise their productions and services but now, it has been replaced to a large extent by YouTube subscription.

Benefits of Traditional Marketing

  • Reach local target audience easily. By advertising on radio or local newspaper, a marketer can reach out the potential target customers in a city or locality.
  • Save hard copy. Target audience can keep the hard copies of the advertising material like magazines, pamphlets and can use them when needed. Therefore, it tends to have a longer life.
  • Easy to understand. A business can reach out to potential customer without internet through this approach, and people tents to understand it quite easily as they are familiar with such kind of advertisement.

Disadvantage of Traditional Marketing

  • Its is more of a passive form of marketing with very little engagement. As it consists of providing information to customer with the hope that they will purchase.
  • Advertising on television, radio, newspaper is usually very expensive- no wonder most of the ads on televisions and radios are just of few seconds.
  • It is very difficult to see how successful or otherwise your marketing campaign was, as there are no numbers to measure.

Digital Marketing

The main idea behind digital marketing is to engage our digital generation in an appropriate, mutually agreeable and profitable manner, where the customer feels the love and has received value for money and value for their time (Understanding Digital Marketing- Damian Ryan).

Benefits of Digital Marketing

  • Reach a vast audience. Through digital marketing one can not only reach larger numbers of people but can reach them regardless of their geographic location. When a firm post some content on its Facebook page, it can reach someone who lives a couple of blocks away, or a continent away too!
  • Easy to tailor content. Depending on your ideal buyer person – age, gender, profession, income, preferences, dislikes, fears, goals etc. – one can personalize the content as per the target audience.
  • Discover new markets. Digital marketing unable a product or service to reach out undiscovered markets and segments.
  • Cost effective. Digital marketing activities cost way less than traditional methods – regardless of whether you incorporate paid advertisements, and cost of contracting an office for promoting. This implies at a small amount of the expense as compared to traditional marketing.
  • Quick publicity. When you post something on YouTube or Facebook, your intended interest group can see it very quickly – picking up your business moment exposure. Be that as it may, in conventional techniques, you need to pause; TV or radio promotions are planned for a time; the peruse needs to go to the paper advertisements; they need to pass the boards on the streets to see them. However, with a tremendous populace continually snared on to online life, you can contact your group of spectators a lot quicker.
  • Brings everyone to the same level. A start-up can contest with an industry monster in a market with a good digital marketing strategy. Be that as it may, this is beyond the realm of imagination in traditional marketing. A private venture would barely have the assets to spend on TV and print promotions.

In simple terms, the use of print ads on magazines and newspapers is the most simple and common example of traditional marketing. Commercial adds on television and radio, billboards also comes under traditional marketing. On the other hand, when a firm invest on building business website, advertise their name through different social media platforms such as YouTube, Facebook, this kind of strategy is called digital marketing.

In the 1960’s classic Understanding Media: the extensions of man, Canadian communication theorist and philosopher Marshall McLuhan noted: ‘it is instructive to follow the embryonic stages of any new growth, for during this period of development it is much misunderstood, whether it be printing or the motor car or TV’. As is so often the case, having a basic grasp of the past can help our understanding of the present and ultimately illuminate our view of the future. So let’s buckle our seatbelt as we take a whistle-stop tour of how marketing has evolved over the years, and how advertising and technology have converged to define a new marketing landscape that has changed the world of marketing in the last 20 years and will continue to do so in the years ahead.

The Changing Face of Marketing

Marketing can be intoxicating. The spin, the story, the message, the call to action, the image, the placement, the measurement – it all adds up to a powerful cocktail that can ultimately change the world. At its core, marketing is all about influencing people – persuading them to take the action we want, whether that is choosing a brand of toothbrush, picking up phone, downloading app or visiting a website.

Marketing Through Ages

Marketing is an important component of business and it has been around for a long time. People have been trying to influence other people since the dawn of human existence, utilizing whatever means and media they had at their disposal of time. The human voice and word of mouth, of course, came first. Then people picked up pieces of stones and stated etching images on a cave wall: enduring images that told story, communicated ideas and promoted certain ways of doing things. The development of printing during 15th and 16th centuries heralded a significant milestone in marketing, making it more cost-effective for marketers to reach a much wider audience. The 18th and 19th century saw a further expansion in newspaper advertising, and alongside it is birth of mail-order advertising, which would evolve into massive direct mail/direct response industry that has been utterly disputed by the internet but still exists today.

The 20th century saw the dawn of another new marketing age, with the advent of radio offering a completely new medium through which makers can reach out to prospective customers. Then came television, which shifted the marketing and advertising landscape yet again, and towards the end of century a new force- the internet- began moving out of the realm of ‘techies’ and early adopters to become a valuable business and communication tool for the masses. The era of digital marketing was born.

Technological advances have punctuated the evolution of marketing throughout history, each fundamentally altering the way the business could communicate with their customers. Interestingly, however, none of these ground-breaking developments superseded those that came before. Rather they serve to augment them, offering marketers more diversity, allowing them to connect with a broader cross-section of customers.

How Digital marketing complements the 4 p’s to become the ultimate choice in strategic development. For years 4 P’s of marketing by E. Jerome McCarthy has laid the foundation of every marketing strategy done by any company. In common language 4 P’s means, producing the product or services as per the need of customers, placing rightly ( means easily available or visible to customer) at a right and fair price, while doing some promotion (promotional activities which are to be done by manufacturers to motivate buyers to buy the same). Here are the ways in with digital marketing adds up value to the 4 P’s of marketing.

Product

The product is the most important aspect in the 4 P’s. Whether a company is doing traditional marketing or digital marketing, the features of the product remains the same, only the platform to educate the customers about the product has changed. Now everything is available on internet. People prefer to compare and buy products online rather than doing the traditional ways of making a purchase. As through websites and mobile apps they get a complete detail about the product along with solutions if any damage occurs to a product.

Place

Because of todays digital world, the products are available easily and globally with complete information on internet. One doesn’t need to go stores to stores to check the price of a product/service. As one can get all the relevant information with just a click on mobile phone or tablet. The digital world offers several channels of distribution like eBay, amazon, iTunes where exchange take place. For example, earlier people use to buy CD’s to listen to music and now more and more people are using places like iTunes to listen and download songs.

Price

Since the beginning, price has always played an important part for customer before purchasing any product or service. Usually customers prefer to compare the features, usability before buying. Though price comes at last, but it can change consumer behaviour towards a commodity within a fraction of second. Todays as well as in the past, customers have always been looking for good deals or sales, in fact, they eagerly wait for it. Now a day’s people from all age group have started taking interest in online shopping just because of its unique feature i.e. digital marketing has the power to update price based on real-time information of a prospective customer. For example, Myntra is one of the biggest online shopping platforms in India. One of the main reasons behind its humongous success is that its pitches products to the customers by viewing the purchase history and provide discount as per preferences. Digital marketing allows you to set price and update campaigns around buying or purchase habits of clients. This helps you in identifying the right price for the right customer.

Promotion

Promotion has been the biggest headache for marketers since the beginning. Clashes between management and marketers over marketing budget and expected results has been quite common in the past. But now in the digital era, companies are more focused on educating customer by providing articles or blogs in the form of promotion. Digital marketing has completely changed the scenario as now information sharing leads to sales. The better the information, the more educated the customer and higher the probability of sales to customer is the fundamental of promotion through digital marketing. Digital marketing campaigns gives marketing managers the flexibility to set up campaigns based on age, gender, location etc. With the passage of time, as the marketers become more aware about the changing business environment and the expectations of new age customers, three more P’s get added to the marketing mix …. people, processes and physical evidence.

People

It implies that one must think about people inside and outside of the firm. A business cannot separate customers from the company staff as they are the one with whom the customers interact. In this age of digital world staff not only has to interact with customers in person but also through social media platforms, mails, messengers. Therefor it is must to train the staff adequately about their importance as an ambassador of the company. As digital marketing has opened a free way of communication among customers & staff and they play a vital role in customer satisfaction.

Processes

The process of giving a service and the behaviour of those who deliver are crucial to customer satisfaction issues such as waiting times, information given to the customers and the helpfulness of the staff are all vital to keep customer happy. As what matters to customers is that, do they have to wait, are your staff helpful, are your service carried out efficiently. Here digital marketing has helped not only customers but has also helped companies to figure out where they are lagging and how they can improve. For instance a customer’s trying to reach out a company by phone is a vital source of income and returning value but earlier too often customers were kept on hold for several minutes and many of them give up or go else where and tell friends about their bad experience but now through digital platform they can contact a company through several ways like Facebook, Instagram where they can post their issue or requirement publicly which bounds the company to respond to them as quickly as possible and come out with the possible solution as soon as possible, as if they don’t do so, it might affect the image of the firm and they might lose customers as well.

Physical Evidence

A service cannot be experienced before it is delivered. The means choosing to use a service is perceived as a risky business because customers are buying something intangible. This uncertainty can be reduced by helping potential customers to see what they are buying. Through websites, mobile application, videos of products on those application gets the idea of what they are likely to get. Therefore, digital method helps in reducing that uncertainty in customer mind.

A key thing is that internet has no boundaries that makes digital marketing a cup of tea for every manufacturer and service provider. So even a small provider based in a small town can sell his/her goods or render services to anyone in this planet. Digital marketing has not only opened doors for small manufacturers but has also allowed existing players to reach out new consumer base. The internet has become the medium of choice for this generation of consumers: the first generation to have grown up taking granted instant access to digital information. Our generation integrate digital media into every aspect of our daily life, in ways we could have never conceived in even the recent past. Today this generation of digital natives is entering the workplace and is spending like never. This is a mass market for tomorrow, and for businesspeople and marketers is to become fluent in this new digital language so that they can talk effectively to the target audience.

Conclusion

One of the main reasons behind proposition that, “digital marketing has replaced traditional marketing in strategy development:” is that digital and mobile channels plays a vital role in acquiring and retaining customers for any business. Digital media is all around us. People in a train use to have newspaper in front of them but now they have their screens, walking down the street or sitting in a restaurant …everywhere you look it’s a digital world. Digital media has provided such a phenomenal platform to a start-up as well as to a well-established company to reach out to customers via various platforms. Now a days many businesses have stating believing that the era of traditional marketing has came to an end and the digital marketing is the new and the best way of communicating new products and services to customers. Then why many entrepreneurs use pamphlets, billboards, television or radios to market their goods and services. Stroll through any market, practically anywhere in the world- from the food markets of central London to the bazaars of North Africa, to the street markets of India- and one will be greeted by a cacophony of noise as vendors use their voice to via for the attention of passing customers. The human voice, the first marketing medium in history, is still going strong in the digital age. Be under no illusion…Traditional marketing is not dead…BAD marketing is dead. (Understanding Digital Marketing- Damin Ryan).

The past, the current and the future are and always have been about customers. Never losing sight of that fact. Regardless of technology, competition, media…now is the time to engaged with customer on their terms, to listen and to show that you love them – and the matter of the fact is that digital platform has added tremendous value in marketing. It allows to reach out to new customers in a very cost-effective way and even provides power to a business to customize its marketing strategy as per the target audience. Therefore, we may see a firm spending two third of its marketing budget in digital methods, but one can’t deny the fact that traditional marketing has some of its plus points, moreover traditional ways of marketing may bag a portion of marking budget as well. So, to a large extent we can say that digital marketing has replaced traditional marketing, but still traditional methods exists.

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