Traditional Vs. Online Marketing

When it comes to getting your companys name out there and increasing brand awareness

, what do you do? Advertise. And how do you do this? Through traditional marketing, such as television, cinema and print ads? Through online marketing, such as Adwords, search engine optimisation (SEO) and email campaigns? Or a mixture of both? These days, if you want your company to get ahead, you have to be using some form of online advertising. Whether you mix that with traditional marketing or not is your choice, but there are a number of reasons why online is the way to go.

According to the Australian Bureau of Statistics, in 2011 93% of households had access to a computer, 79% of those households had some form of internet access and 77% of those households accessed it every day. These percentages are increasing every year, showing how much reach online marketing actually has.

According to an in-depth article written by the New York Times, online advertising is one of the only recession proof corners when it comes to promoting your brand.

The above statistics and information aside, there are three main ways that online marketing is believed to be much better than traditional methods, and are the reasons that many companies are choosing to up their online advertising budgets whilst reducing their traditional ones. These reasons are:

Cost: Advertising online is much cheaper than using traditional methods, especially if the marketing team can do most of the work themselves. A print advert often requires the use of a graphic designer and the exorbitant costs to get it on the page of the newspaper or magazine that you want. And filmed adverts require the assistance of a complete crew and actors.

Proof of Reach: With traditional methods, the company has no way of telling how many people are actually seeing their campaigns. With online marketing, however, it is possible to track every single visitor to your website, as well as those who click on links and advertisements outside of your site.

Conversion Rate: Traditional advertising is aimed at a very general audience, as there is no telling who is going to see it on television or read it in the newspaper. Online advertising, on the other hand, is much more targeted towards the people you are trying to sell to, which make it easier to convert a visitor to a customer.

As the new financial year has just started, it is likely that your company is looking at its budgets for the year and deciding how much to allocate to each sector. Instead of splitting your budget fairly evenly between traditional and online marketing strategies, why not give most of it to your online team? There can be no denying the benefits associated with such a move, and your company is likely to benefit very well financially from this decision.

by: Deepak

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