Sunday, June 12, 2011
Traditional against digital marketing
As I sit into both Marketing Managing Program and Digital Marketing class this term, i am intrigued in comprehending the difference of tradtional marketing from digital marketing as both classes evlove. Tradtitional marketing seems to be a canon of principles, concepts and methodolgies that have amassed through the last few decades. These concepts have essentially unchanged and not developed in response to the information, branding and communications and revolutions we are facing today. Traditional markeing is largely focused on functional features and benefits with product category and competition narrowly defined. The emergence of digital marketing unveils a completely different path with incredible accuracy of analytical methods and tools. It alos requires a very different type of brain power. Lots of consumer goods companies still rely on tradtional marketing and tend to perceive digital marketing as an additional format to what they focus on. But personally i believe digital marketing should be the revoluntary force to drive the fundamental change in marketing principles not only for technology companies but also for tradititional industries.
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I agree that digital marketing is eventually going to raise in importance compared to its traditional counterpart, but I think that both will coexist because of the difference in targeting.
First, the difference in tracking strength is a major advantage for digital marketing. For traditional advertising, measuring effectiveness of an ad campaign is close to impossible because you can never be certain if a recent spike in sales is due to an ad campaign, competition screw-ups, etc etc. For digital, we've seen in last class how deep you can track the root source of traffic, which means you can measure the effectiveness of a campaign pretty well. This aspect of digital will definitely drive a higher portion of advertising spend on digital
Second, the second major difference between both is the targeting capability which is, in my opinion, the primary reason why both will co-exist. Traditional is more mass media and will be beneficial for things like brand building, introduction of a new product, etc. while digital is very targeted and will be very useful for running promotions to boost sales, among others.
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