Traditional marketing is a broad term that includes numerous forms of marketing and advertising. However, it is considered the most recognizable type of marketing, which encompasses the advertisements that we see daily.
According to the marketing experts of CaseProfessors, a traditional marketing strategy falls under the umbrella of four pillars. These are:
In traditional marketing, print marketing is the oldest form of marketing. Paper-oriented form of advertisement, this strategy has been considered since ancient times.
Many shreds of research have shown that the Egyptians created wall posters and sales messages.
But today, print marketing deals with advertising in newspapers, newsletters, magazines, and all other types of printed materials designed for distribution.
Direct mail marketing
In this process, people rely on printed material like letters, brochures, postcards, and catalogues and send them through postal mail in order to attract consumers.
Sears Catalogue is the most famous example of direct mail marketing. In 1883, it was first mailed to consumers.
As the name suggests, there are two sources of broadcast marketing – radio and television.
Radio broadcast has been in use since the early 1900s. Furthermore, it is also the first broadcast medium on a commercial scale.
On the contrary, television was the second step in entertainment technology.
Telephone marketing is also called telemarketing, is the process of advertising a product or service over the phone in order to convince people to purchase the product.
In the modern age, this type of conventional marketing fails because of the aggressive behaviour of telemarketers.
This is why the U.S. federal government strictly banned practising telemarketing.
Who targets conventional marketing strategies?
As traditional marketing is multi-faced, almost every organisation uses traditional marketing to attract prospects. But, most importantly, it depends on the company's current budget.
Medium and large-scale companies prefer to use TV commercials. However, TV advertising is the most expensive form of marketing because its price depends on programming content and time duration.
More prominent companies sometimes use direct mail as printing, and email expenses can add huge costs. But in one way or other, both medium and large-scale companies use all forms of conventional marketing.
Small businesses and entrepreneurs, who lack the proper budget, use newspaper print marketing to attract local customers. Some companies also invest in a local radio advertisements.
Where TV advertisement is out of the range of entrepreneurs and small businesses, the local cable network has made it easier for these businesses.
Disadvantages of traditional marketing
We do not get excited with traditional marketing procedures in this digital era. Although this type of marketing has extensively been used in the past, traditional marketing has multiple disadvantages.
With the use of the internet, smartphones, laptops, iPods, and social networking websites, small businesses get a room in order to advertise their services and products using their web pages.
Following are the cons of traditional marketing:
What is static text in traditional marketing?. For example, suppose you place an ad for your product or service in a local newspaper.
You run out of stock. What would you do?
You cannot edit your ad!
In return, your customers will not be happy about this. Moreover, you cannot interact with the customers.
To publish your marketing ads in a newspaper or distribute marketing pamphlets, you have to pay for it every time you run a campaign.
Too, traditional marketing organisations will receive every delivery of mailers and fliers.
Scarcity of time to edit and update message
In conventional marketing, you cannot make changes in your written text compared to e-marketing. You have to prepare your ads before publishing them in a traditional advertisement in daily newspapers.
Fail to do customised marketing
Another flaw of using traditional marketing for your business is that you cannot target a specific audience. Instead, you can only target the particular market.
Fail to deliver comprehensive information
It is hard to display pricing options and offers for your consumers in traditional marketing. The print media has limited space to display.
Ignorance of conventional mediums
People often ignore the traditional advertisement. For example, they might not read conventional ads in newspapers. Likewise, they also change the channel when they see ads.
Biggest threat – Online marketing
In this fast-paced world, many conventional marketing mediums such as magazines and newspapers are going online so that people go through the information wherever they are.
E-marketing – Invigorate your online presence
What do marketers mean when they talk about e-marketing?
All of your company's online marketing efforts that you make to grow your business; come under the umbrella of e-marketing.
Many organizations leverage digital platforms such as Google, social media, email, online advertisement through websites in order to reach their potential prospects.
Many businesses focus on digital channels over offline marketing techniques because it enables them to communicate with their ideal prospects where they are spending their time: online.
Starting from your website to your social media platforms, online advertising, online brochures, email marketing, and many more - multiple things fall under the category of digital marketing.
Yet, successful online marketers have a crystal clear picture of how every digital channel helps them pursue their goals.
Importance of e-marketing
E-marketing is crucial for your company's success. Nowadays, it seems all brands have their own websites. However, if some of them do not have their websites, they have a solid social media presence.
Thus, digital content is widespread; accordingly, consumers rely on e-marketing content in order to learn about brands.
To run a winning business, you should rely on e-marketing. Digital marketing has a variety of strategies and options to leverage from so many marketing tactics.
Eight surprising benefits of E-marketing
Let's cut to the actual chase; why do you have to start doing effective e-marketing for your brand?
There are many reasons why e-marketing delivers the ultimate solution for many businesses.
Approach the right people at the right time
The internet is the best platform for reaching the people who might one day become your regular clients. With a 24/7 online presence, you can approach the right people to advertise your products and services.
If you are e-marketing effectively, you can get in front of the prospects who are willing to become your clients at the right moment.
Using cold calling and direct mail is not considered impressive tactics. Every person spends plenty of time on the internet. Plus, they constantly use smartphones.
It is a bitter reality that people ignore the brochure or print ad you are trying to put in front of them. This is because they are on digital screens.
Builds customers' loyalty
No doubt, it costs more to attract and convert potential prospects to your customers than it does to retain the previous ones. Thus, developing customer's loyalty is a hard nut to crack.
It is good to finalize sales with your clients, but it is even best to retain them after the sales. For example, a client had recommended your brand to other people, which helped you boost sales.
Statistics tell us to retaining customers bring almost 40% of online sales revenue. So in order to convert customers to your regular clients, you have to keep in contact with them.
Therefore, digital marketing is the only tool that makes it easier than ever.
Some foolproof techniques include:
- Social media engagement
- Personalized email offers
It helps you engage the client at every stage
In traditional marketing, people do not talk about their customer's journey. Thus, it is difficult for people to analyze the product or service.
In rare cases, a customer goes to the shopping store after watching an ad on TV.
On the contrary, you can track all the steps that a client makes in digital marketing.
People see an online ad, search and compare that product by visiting different websites. After that, they go to an online store to purchase that product.
Additionally, mobile apps also provide consumers with special offers and comparison tools. As a marketer, you can track the entire purchasing procedure of the client.
Through which channel the client discovers your company: Facebook ads, Instagram, Google search, you can easily engage them.
In this way, you can help clients resolve their queries and persuade them to try your product.
It helps you obtain better conversion rates
Unlike conventional marketing, which includes costly print ads, radio, and television, e-marketing platforms are comparatively cheaper.
Plus, you can improve your ad conversion rate through digital marketing.
Ask yourself: "How will you know if a person saw your ad in a newspaper and then went to a general store to purchase your item?"
How will you highlight your advertisement's performance? How will you boost it?
Hence, with e-marketing, it is very reliable since every interaction is tracked. You can also know how many people have watched your ad and want to take a course of action.
Measures all results
With traditional marketing, it is not easy to track and measure your campaign's results. For instance, if you place an ad in the newspaper, you can never determine how many people viewed that ad.
Most importantly, it is frustrating to know which ad is worth investing in.
However, e-marketing has nothing to do with these issues. The truth is that you can measure the results and know the statistics with digital marketing.
You can have all the things in your hand from when the ad is viewed to when the reader leaves the website.
With e-marketing, you can determine how many viewers saw your ad. In addition, data analytics pieces of software such as Google Analytics and social media platforms such as Google Ads and Facebook Ads can help you monitor the measurable results.
Gains brand's credibility
No business can gain instant popularity and credibility without the internet. The statistics of content marketing brands figure out that e-marketing brands have the highest credibility.
Through compelling content writing, an industry can directly address clients' doubts, communicate critical concepts, and shows that it is familiar with your pain points.
Well-crafted and informative content can help your company win customers' trust.
You can establish your expertise through blogging. Consumers love reading valuable and informative content that highlights their challenges and questions.
It is a budget-friendly platform
Marketers often think they need to save a lot of money to leverage digital marketing. Is it true?
Instead, e-marketing is affordable and generates high ROI (Return on Investment).
In this way, a small-scale business can directly approach its potential prospects and start growing quickly.
In a nutshell, e-marketing deals with developing an online presence. So even if you are short of budget for pay-per-click (PPC) or standard SEO, a small business can still use out-class digital marketing to reach its prospects and build a strong relationship with them.
Comparatively, social media is a cost-effective platform. Also, email marketing proves to be a great tool.
Enables you to leverage the stage
Undoubtedly, large-scale companies have substantial marketing budgets, but you do not need to worry.
E-marketing provides small-scale businesses with an equal level of playing. On the other hand, content marketing and SEO require investments.
You can rank for main keywords if you craft top-quality content that answers people's pain points. It is a time-taking task, but it is possible.
Multinational companies throw a massive amount of money into their digital advertising campaigns. However, money is a secondary factor that matters when determining an ad's rank.
How has E-marketing entirely changed business forever?
E-marketing in the past few decades has changed how businesses operate marketing strategies.
Where once print media, television, radio, and direct mail were used in the marketing industry, the main focus now is to reach potential prospects through e-marketing.
Internet is where people prefer to spend their time and do online shopping.
Your company size does not matter
In this competitive marketplace, e-marketing has helped to equalise the playing field. This is because online marketing rewards focus on efforts rather than a huge budget.
Data is the protagonist
You can win a digital marketing race by focusing on data collection and analysis. The collected data can be used in multiple ways.
Some of those areas include the following elements:
Based on behavioral patterns and Google demographics, you can make numerous subgroups with the help of data.
Determining and maintaining the analytics record on a particular website is a crucial step. For example, when people are opening a site, how many minutes are they spending, and whether this landing boosts your conversion rate or not.
What attractive deals forced clients to generate leads?
Did a specific deal lower down the churn rate? Did your email marketing work appropriately to reach your desired goals?
Only data can provide you with satisfactory answers to these three questions.
Social media platform
Social media sites are where the majority of people spend their time. Thus, it gives you the best opportunity to communicate with your clients and targeted audience.
Furthermore, creating a social media presence to launch your products and services is the key to success. However, it requires commitment and time.
How to create a successful e-marketing strategy?
Develop buyer personas
For digital marketing, you have to determine who your intended audience is. Then, a top-notch e-marketing strategy is built upon in-depth buyer personas.
So, you have to create buyer personas first.
How to build your buyer personas?
A buyer presents your potential prospects. You can create it by researching, interviewing, and surveying your targeted options.
Most significantly, this information should be based on accurate data.
Determine and set the business goals and tools you require
Remember, your marketing goals should directly target your company's goals.
For instance, if your company's goal is to enhance online revenue by 30%, your marketing department should drive 60% more leads through the website.
In order to outline your annual marketing strategy, you should stick to a high-quality marketing plan template.
Whatever your e-marketing goal is, you should be able enough to figure out your success with top-level digital marketing tools.
Figure out your existing e-marketing platforms
When analyzing your current e-marketing channels to identify what to include and exclude in your strategy, you must first consider the big picture.
This step will prevent you from confusing and overwhelming.
Collect what you have and arrange each item in a spreadsheet. In this way, you will have a crystal clear picture of your brand.
Plan your own media campaigns
Remember, the soul of e-marketing is owned media. It comes in the form of content because every message your company presents is considered content, whether it is a "Homepage" or "About Us" site page.
A tailor-made content converts your media visitors into leads and builds your brand's online presence. In addition, SEO-optimized content improves your organic and search traffic.
Whatever your primary e-marketing goal is, you will always want to include owned content. So, to begin, decide what type of content will help you reach your potential prospects.
Bring your digital marketing campaign
Once you have done the planning and research, you will have a solid understanding of all the necessary components for your digital marketing.
To recall, here is what you should have concentrated on so far:
- A clear image of your buyers' personas
- Having digital marketing goals
- Having media presence
- An audit of your paid or owned media
- Having an appealing content marketing plan
It's time to bring all of these points together in order to form a standard marketing strategy document. Moreover, your strategy document should guide you on the courses of action you are going to take to reach your goals.
Seven practical e-marketing strategies you need to practice!
These are stunning e-marketing strategies you will want to follow to ensure you are a master at e-marketing.
- Develop a customer-friendly website
First, you need to design a customer-friendly or user-friendly website for your business. Your website's design will present your organization's personality and differentiate your brand from your competitors.
Optimize your site using SEO techniques
Next, you need to find keywords to rank your website for search engines.
Indeed, you will find your niche-related keywords and inject those keywords into the URL, heading, image text, and entire content.
Consider email marketing
Email marketing is a foolproof technique to connect with your regular and potential customers. Then, too, it builds your brand's loyalty.
Create a blog
Blogging is one of the powerful ways to attract an audience to your website. Plus, it establishes your business as an industry leader.
Focus on writing online press releases
Drafting online press releases is another proven way to boost your company's online coverage. It will positively impact your business.
Leverage social media contests
Developing social media campaigns are additional opportunities to interact with your targeted audience. Furthermore, it will help you learn more about your buyers' personas.
Optimize your websites for conversions
You successfully got people to your web page and blog, right?
What will be your next goal?
Surely, you will want conversions. So, you need to invest in channels for conversion rate optimization. If you ignore, you will not be able to convert your readers into leads, and finally, customers.
There are four significant areas of your website that can help you benefit from conversion rate optimization. These are:
Within a blog, you can add a strong call-to-action through the text or invite your visitors to submit their emails in exchange for a soft copy.
On a pricing page, you can invite your readers to invest time in watching a demo.
It's time to grow your business with a majestic e-marketing strategy
Your strategy document should clearly state and define your business goals.
Remember, the primary purpose of your strategy document is to highlight the actions you are going to take to achieve your desired goals over time.