While the American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large,” marketing is really just a form of persuasion and a way to transform someone’s perspective. The difference between traditional and internet marketing is how it is done.
Traditional Marketing interrupts your everyday life. You may not even realize that traditional marketing is squeezing its way into your life. For example, TV commercials interrupt the show that you are watching and radio commercials interrupt the songs you listen to. Moreover, billboards interrupt your focus while driving and newspaper and print ads interrupt your reading. Traditional marketing is designed to speak to three types of people. They are those who are ready to hear about your business, those who are not, and everyone in between. This is where internet marketing comes in.
On the other hand, an internet marketing agency works in the realm of permission marketing. That is because it allows the user to decide what influences him or her while online and it answers people’s questions about what they are searching for. This can be seen in the fact that almost 90 percent of all consumers look up the companies they buy from on the internet before doing business with them.
Therefore, through the use of digital marketing, your company is interacting with those who are ready or nearly ready to become your customer. This is done through the use of keywords, blogs, free offers, and online press releases, as well as through social media, and SEO, to name a few. The methods are cost effective and have unprecedented audience reach. It also allows for a direct response from the intended audience.
Another benefit that digital has over traditional marketing is that it is generally less expensive to execute. This is because many tools on the internet have low to no costs associated with startup and certainly do not carry the hefty price tag of television ads or printing brochures. Additionally, internet marketing is pretty much instantaneous and does not require drafts, demos, or specific time slot placements in order for it to be executed.
Moreover, it is also easy to track. You can see what is working and what needs work in real time. For example, there are email marketing programs that allow you to see, not only the number of people who view a message, you can also track the number of ads that lead to purchases. It is much more difficult to track traditional as in order to find out if it is working, a marketer must conduct focus groups and administer surveys as a way to gauge which marketing tools are able to generate the most leads.
Digital marketing is important because the arrival of smartphones and the unprecedented accessibility they offer has reshaped the way people consumes media. Not only that but, on average, most people spend at least two hours on their smartphone every day. In doing so, four out of five shops online and check their social networks. In addition, three out of five pay attention to mobile ads while on those.