With the new age, a new question has arisen. Which marketing strategy is more effective; Traditional or Digital?
Before we answer this question though, first let’s define what these terms mean.
Traditional Marketing is an older form of advertisement; the methods used are proven and are usually performed in the real world. They include printed media (flyers, pamphlets, newspaper articles, catalogs…), broadcast media (TV and Radio ads) and Telemarketing.
Digital Marketing came about the same time as did the Internet; it is primarily based online and uses methods such as banner ads, Google ads, Social Media ads, content marketing and video marketing. With one of the latest Digital Marketing trends being Influencer Marketing.
So which one is more effective? Well, this depends on what type of business you own and who you are trying to reach with your advertisements. But nevertheless, because Traditional Marketing is so old, people have gained a reflex to ignore such advertisements.
They tend to not trust advertisements seen on television or in their mailboxes – mostly because Traditional Marketing has been so overused.
Yet, we can see this stigma even with some forms of Digital Marketing. Banner and Google ads have been so overused (they are basically everywhere), that a staggering 40% of Internet users have admitted to using some form of ad-blocking software.
This is where Influencer Marketing comes in. With all of the older advertising methods slowly reaching their expiration date, Influencers are a breath of fresh air. They are highly trusted individuals who do direct marketing – online. In a sense, they are a mix of both Traditional and Digital Marketing.
Influencer Marketing also gives you a timeless advertisement that will always be present on the internet (on blogs or social media accounts) – whereas, banner ads are gone after your contract runs out.
Research performed by Fanatics Media on “Influencer Marketing vs Facebook Ads” states the following statistics:
• CPM’s (cost per thousand impressions) for Facebook ads average $7 – $12
• The average CPM for influencer marketing is $5 – $10
- The average CPC (cost per click) for Facebook is 28 cents
• The average CPC for influencer marketing is 16 cents
Statistics have also shown that businesses which invest in Influencer Marketing make, on average $6.5 per $1 spent on revenue. This makes Influencer Marketing one of the safest and most rewarding advertisement options, today. This is one of the reasons why 67% of marketers use this form of advertisement.
From the performed research, we can gather that Influencer Marketing not only out-performs banner and Google ads, but it also costs less and gives the business more money back in revenue. But, does this mean that a business should completely abandon Traditional Marketing and other forms of Digital Marketing and only focus on Influencers?
The answer to that is quite simple, no. A successful business should use all the tools it can to spread their message effectively. Figure out what your business needs, who you want to reach and how much you can spend; then combine both Traditional and Digital Marketing to dominate your field of business.