Pros and cons of traditional marketing strategies
Just because digital marketing has become the primary focus doesn’t mean there’s no place for traditional marketing. A combination of digital and traditional marketing can help you reach a wide and diverse audience, and the right balance of the two depends on your company and product. In fact, some businesses can operate almost entirely on traditional marketing, so it really depends on your situation.
As long as you consider the 7 Ps of marketing and take best practices into account, you can potentially get great results from a wide range of marketing efforts. While the advertising medium you choose is important, it’s just as important to make sure you’re marketing your products or services the right way.
In the next sections, we’ll talk about some of the pros and cons of traditional marketing as it compares to digital marketing. If you’re having trouble figuring out what type of marketing is right for your business, we’ll give you a little bit of insight below.
Traditional marketing advantages
Despite the fact that some forms of traditional marketing have existed for centuries, there are still benefits to integrating traditional marketing into your modern strategy.
One of the biggest benefits of traditional marketing is the fact that it allows you to have a presence pretty much everywhere. You can use traditional marketing avenues to reach potential customers when they’re at home on their couch, riding the bus, walking down the street, or driving to work in the morning. This multimedia advertising helps you advertise to as many people as possible, which means you have more chances to convert leads to sales and increase profits.
Traditional marketing can also be a simpler route if your team isn’t familiar with digital marketing and the tools that make it happen. There’s a lot to learn when it comes to mastering marketing, so your digital marketing campaign may take a while to succeed even if your team is dedicated to learning digital marketing. For some businesses, focusing primarily on traditional marketing may be a better financial move.
It’s also important to consider the type of audience you want to reach. Digital marketing is great if you want to reach a younger audience that uses smartphones and computers, but you can alienate some of your target audience if you focus too much on the digital side of things. Traditional marketing may be better suited for an older audience, as well as any potential customers who don’t spend a lot of time on their computers or smartphones.
Because digital marketing is unfamiliar territory for many businesses, traditional marketing may offer a safer alternative. You might consider focusing on traditional marketing if you don’t want to spend money making the switch to digital marketing or training your marketing team.
Drawbacks of traditional marketing
Traditional marketing may have its benefits, but that doesn’t mean there aren’t any negatives. There are several reasons why digital marketing has become a major competitor of traditional marketing, and weighing the pros and cons of each type of marketing can help you decide on the right strategy for your business.
For starters, traditional marketing is often more expensive than digital marketing. Rates for traditional advertising spaces can be very expensive, especially if you’re trying to land a commercial during a highly watched event or secure a billboard in one of the most populated parts of a big city.
With digital marketing, you can advertise across several sites and other avenues without spending as much. Your ads can be played at the start of Twitch streams and YouTube videos, show up as banners on news websites, and more.
In many cases, the results of traditional marketing are harder to measure than the results of digital marketing. You can quantify the number of people who clicked on a link or watched a video, but there’s no guarantee a viewer sees your television ad just because they’re watching TV. In fact, some viewers may be counted despite falling asleep with the TV on or leaving the TV on for their dog while they’re at work. With digital marketing, you get more accurate metrics that you can use to make decisions.
Your traditional marketing campaign may also take longer than a digital marketing campaign because of all the potential red tape. It takes time for advertisements to be approved and added to billboards and television, and that time can cost you money.