Speaker 1: (00:00)
This week on the digital marketing scoop, we’re talking digital versus traditional marketing. What are the merits of traditional marketing and what are the merits of digital marketing and which is right for your business. That’s all ahead on this week’s episode of the digital marketing scoop.
Speaker 2: (00:16)
Speaker 1: (00:23)
hey everyone, this is Mark Flavin here. Welcome to this week’s episode of the Digital Marketing Scoop. This week we are talking digital marketing versus traditional marketing. Uh, so which is right for your business. Um, one of the merits of the, of the different types of marketing. Of course traditional marketing has been around a lot longer than, than digital. Um, so talking to the transition for companies from traditional to digital as well. Um, and with me this week is Jen Bryan. Hey, so Jen, um, I suppose if we look, take a look at the big picture, what are the big differences, the fundamental differences between digital marketing and traditional marketing?
Speaker 3: (01:02)
Well, the main difference is, um, the traditional kind of marketing fields that we would have seen all along would have been your usual TV, radio. It’s the marketing that most people are familiar with because it’s been there the longest. Um, but in the last 10 years in particular, digital marketing, I’ve seen a huge surge. So essentially digital marketing is any form of online marketing to social media platforms. Google, um, I think you’re going to use true device essentially rather than what you’re going to hear in your everyday life. Be it through radio, uh, uh, printed, um, just even down to the side of buses and that’s all your kind of traditional marketing. Um, the main differences between the two are that one is very kind of megaphone. It’s, it’s shouting to everyone and digital marketing is just a little bit niche. Sure. Okay.
Speaker 1: (01:56)
The way, the way I always look at it is, is traditional is your, you want to be everywhere or you want to, you’re going to be in the newspaper, you’re going to be on the TV, you want to be on the radio. And it’s, it’s really, for me, it’s great as a brand building. Um, but when it comes to actually moving product or selling a product or a service with digital, you, you can be so specific and you, you know, what your marketing is doing as opposed to with traditional marketing when we discussed the main certainly has its merits. It’s not something you should discount completely. It’s um, it’s just not as, it’s not as targeted. Yeah. Um, like I would look at traditional, you know, when you look at, you know, big brands, you know, you look at like coke, you, you’ve an opportunity, you know, probably every hour, every day to go into a shop to buy coke. So it’s great for them to be everywhere. You’re seeing that brand. Yeah. But where you’ve a very specific product or service, um, pushing your brand or your product or service to the masses is not necessarily all that beneficial to, you need to be targeting minute little niches or communities. Yeah. And obviously digital and the, the way to do that.
Speaker 3: (03:01)
Yeah, exactly. Um, when it comes to the merits of traditional marketing, though, I think that there is merit there and it’s sometimes hard to say that out loud as a digital marketer. Um, because you do have to take into consideration the big runs that you’re talking about, the cokes of the world, even the apples of the world. Yes. You know, they, they went through their d traditional marketing to get where they are, but it was mass marketing for a product that was available and wanted by a mass market. It wasn’t necessarily a target audience. Audiences such because anyone’s gonna like coke, anyone and everyone knew everyone. At some point there’s going to need a computer when apple, we’re kind of making their way true. Um, the years of traditional American thing. Um, but I do think that even still there is merits to traditional marketing. If you are a brand that once that, that doesn’t really have a niche target audience, it’s great. But you have to pick and choose wisely. I mean, if you, did you listen to the radio yesterday in the car? Yeah. Can you remember any ads? No.
Speaker 1: (04:08)
Speaker 3: (04:09)
So it, I actually tried this yesterday and kind of thinking about this podcast, I actively listen to the ads and thinking about it again this morning. I can remember one, but I can’t remember the company. So what, you know, um, that’s not to say that if you have a really entertaining radio ads that I would have remembered it or something. Yes. Um, it, it, if you’re doing it, you have to do it well. Yeah.
Speaker 1: (04:32)
One of the best radio ads I have heard, the one I do remember is the one that’s actually selling radio advertising. You’ll start one word you’d like. Really, really descriptive. Yeah. And they’re like talking you through the story, talking true to senior. You’re like, okay, this actually gripping my attention and it’s actually selling radio advertising. It was like, okay, they’re doing that, right? Yeah.
Speaker 3: (04:48)
Yeah. They’re definitely doing it right. And I’m sure that the, I mean, in past roles I have used radio marketing or seeing mate ready to go, marketing being used. It’s just very difficult to know if you got results. But at the same time when you hear something on the radio you’re like, oh that’s, that’s us. So yeah, it’s, it’s a, it’s a feel good for companies when they hear or see them themselves out there. And traditional marketing does that quite well. But that doesn’t scan results either.
Speaker 1: (05:15)
No, I mean I definitely, I think the, the traditional marketing where you have a product or a service that it has a much more mass market appeal. Yeah. Van. It is, it is, it is. It can be fantastic. Yeah. It’s weird that you have to only going to be a fraction of the radio shows audience or a fraction of that TV shows on it. Is this is going to be interested in part, you’re selling that digital just completely walks all over it I think in, in that space then. Yeah,
Speaker 3: (05:40)
I’m with traditional marketing is all, I mean you can get a little bit cheeky with it. It’s all, I mean there is that burger king od that. Um, I think they have 15 seconds and they say 15 seconds to tell you about this burger. And they started talking about it. And then towards the end they go, actually we don’t have enough time. Okay Google, tell them about the burger and Google, anyone would have know a Google home in their home. It, it takes off and continues the ad even though the TVS has continued rolling into the next ads. That’s fantastic. So you can, you can, there’s merits to it, but that, that again is probably technically digital when it’s a good example of combining. Yeah, yeah, yeah.
Speaker 1: (06:17)
So if we were to look then at the, so we’re saying the major merger of traditional is that that mass market basically that you can reach huge audiences. Um, I’m put your, your message in front of the huge audience. So if we’re looking then at, um, the merits of digital marketing. So for me it is the, the ability of, of that tracking where we can actually tell what’s working versus what isn’t working on tradition. And you’re putting it out there, you’re putting the message out there. You don’t know if it’s the billboard, if it’s the newspaper, if it’s the TV, it’s the radio. Yeah. Whereas with digital, we can literally say it is this keyword search from Google is producing Turkey percent of your or your sales. Um, and that, that for me is just the massive, massive benefit of digital marketing.
Speaker 3: (07:04)
Yeah. I mean, I remember reading something before and it was saying that’s what traditional American it say if you have a thousand euro budget, 500 drove, it’s working, but you don’t actually know which five on choosing, which was half of your budget is working. Um, but with digital you do. Yeah, very quickly. And even, even within a couple of weeks you can, especially if you’re split testing, I mean, you can see where your money is going very, very quickly. So in turn, it’s a lower cost solution to marketing and you can do it on the mass scale. Oh, 100%.
Speaker 1: (07:36)
Yeah. Um, I mean you look, I mean Facebook has watch between all their platforms, two and a half billion users. Yeah. Um, it’s, you can absolutely do mass marketing. True, true social media, but the real, the real merit schools versus the traditional is the, is the Denise that getting to the exact person who wants your product at that exact time? Yeah, exactly. Um, so I suppose in terms of, I think you did a bit of research there on wash watched the off the study save arses digital versus traditional.
Speaker 3: (08:09)
Yeah. So there’s a few different kind of areas. So for customer engagement it obviously is just much easier to manage her. What digital the research says that I’ve been here in a digital agency, we know with us, um, it, if someone came to us asking us to do them some form of traditional marketing, sure we would be able to do it, but we would have to sit them down and say, we won’t be able to tell you. Wow, that’s come of it. Unless you yourself kind of know that you’ve had extra footfall or this at theater. Whereas with digital where it’s very easy to be able to go look x, y, and zed marks, maybe amb didn’t, we’ll do this, we’ll do that. It’s a, it’s a much easier where working burgers, but you can see the engagement. It’s in front of you in numbers. Now that’s not to say that you can’t get engagement from traditional marketing. The engagement is there. It’s just less factual. You can’t, you can say, Oh I a 20% extra football in the store. 5% of that could’ve been just natural increase in your customers or it could have been down to something else they saw or word of mouth. It’s very difficult to pinpoint where the engagement column
Speaker 1: (09:13)
okay. In front. One thing I have seen in the past is where you can use the to try and measure traditional marketing. More wires in your people believe use would say if there’s, if they’re sending traffic to a particular website, they’ll use either a unique URL or a coupon code that, so you can bring some of that traditional advertising, the, the measurement onto the ontological basically.
Speaker 3: (09:35)
There is ways. Yeah, yeah, definitely. Um, but as it, if it comes down to just throwing one night on the radio, on one ad out on Facebook, you’re, you’re going to find that you’re going to have your answer a little bit quicker on Facebook. Whereas you can guesstimate with the idea whether they’re the best. Yeah. Yeah. Um, the next one then is kind of measuring results and I suppose what the customer engagement, if we kind of just talks about that it’s all the measuring results is obviously just going to be just that little bit easier with digital marketing rather than traditional marketing. That being said though, I mean the radio can still can TV. They can, they can tell you how many views. Um, if you’re going to a magazine they can tell you how many copies of it or red, no, there’s some, sometimes it, you’d have to be kind of conscious.
Speaker 3: (10:20)
I would always kind of take half of wash. You’re being told and assume that that is somewhat the correct figure. I mean sometimes in a magazine they, for every one copy they might say five reads because it might be left on a table and they’ll assume this one else is reading it this. So they’re estimating that for every one five. Um, but that’s different for every magazine. Like a magazine like vogue could estimate a far higher reach because they’re going to say, well, we’re in, every hairdressers were in every, you know, so I would take, I would take it with a little bit of a pinch of salt because at the end of the day there could be thousands of copies update there that are just on someone’s,
Speaker 1: (11:00)
yeah. Honest with you. The only real way to know it’s I suppose is, is testing. Yeah. But, um, so yeah. So look, I suppose out of today’s episode is to take a look at digital versus traditional. If you are spending a lot on traditional and you’re not spending on digital, it’s probably time to start looking at that space because you can actually start measuring the results. And if you have a product that has mass appeal and you’re only doing digital, there may be assigned to, to also start looking at traditional as much as it might hurt. Just to say that. Yeah,
Speaker 3: (11:32)
definitely. I think it’s all about looking at what your product is. Having a good idea of what your product is, your target audience, and choose the marketing avenues that work well for that. And if you have a great product that is going to, that works well on the radio, by all means call first. You know,
Speaker 1: (11:48)
it’s hard to, at the end of the day, it’s about doing what’s going to be best for your business.
Speaker 3: (11:51)
Exactly. Yeah. But the digital, you’re just going to have that extra edge on knowing what your results are. Brilliant. Yeah. Thank you for listening. That has been districts episode of the digital marketing scope.
Speaker 2: (12:08)
If you’re looking to move from Traditional to a more Digital Advertising Presence we have more information click here
If you would like to check out more episodes of The Digital Marketing Scoop click here.