A recent article on Forbes.com asked the question, Is traditional marketing still alive? As the article concludes, of course it is! But while the article argues that some forms of traditional marketing are still lucrative (like door hangers and junk mail), I’d argue that they’re far less lucrative than most online marketing initiatives. How much of your junk mail goes directly to the recycling bin? How many times have you seen an interesting billboard on your way to work and then actually followed up by visiting the store or website at the end of your commute?
Reaching new customers and cultivating loyalty in current customers are the reasons why we engage in any marketing, be it online or traditional. But in a company where every marketing dollar counts—and let’s be honest, no one wants to waste money—online marketing outshines traditional marketing any day. Here’s why.
1. Targeting – With online marketing, your ability to target your audience is far superior to traditional marketing. With traditional marketing, your audience is wide. You don’t know who sees your ads or reads your mailings. Flyers and door hangers go out to the community at large. You may choose to run a print ad in a magazine whose audience is more targeted, but even that is a very haphazard approach in today’s day and age. Online marketing allows you to target prospects who have already shown interest in a particular product or service (be it yours or a competitors) or by various demographics such as gender, age, etc.