Traditional Advertising To Digital Advertising- A Tactical Shift ?

Advent Of The Internet And Hence Digital Advertising

With the advent of  the internet, the market reach of businesses has become boundless. There is a marked shift from traditional advertising to digital advertising. It does not mean that traditional advertising has gone off the radar as it has its own importance. It depends on the advertising mix of the business as to which platforms that are relevant to it, it  chooses to get across its message to its existing and prospective buyers.  It is important to strike a balance between the two, so as to achieve your objectives in the best possible manner. You can in fact make your traditional advertising media powerful by combining it with digital advertising strategies.  One factor that has to be kept in mind though is that digital advertising is much less expensive than traditional advertising. However, it is essential to understand the difference between the two before going any further.

Advertising comprises four steps viz:  AIDA (Awareness, Interest, Desire, Action). The advertisers’ job is to make prospective customers aware about their product or service, arouse their interest in what their product or service can mean for them, make them curious enough to try their product or service, and finally motivate them to take action, by seeking more information or by requesting for a sample or by actually buying the product.

Traditional Versus Digital Advertising

The output of traditional media vehicles such as print ads, radio ads, television ads, flyers, newsletters, promotional brochures, billboards, post cards, business cards, networking events, cold calls or even referrals  is not quantifiable. For example, you cannot know how many people watched your commercial, your hoardings and read your newsletters etc  and then bought your product. In the case of digital advertising, you know precisely how many people saw your advertisement and how many of them bought your product.  You know precisely as to the traffic and conversions on your website as well on the other sites you have linked with.

The arrival of the internet has forever changed the advertising scenario. So the basic objectives of advertising combined with the online methods like banners, advertorials, branded viral videos, branded chat rooms,  sponsored websites and a host of other ways has spawned a revolution in the world of advertising. The advent of the internet has created thousands of ways of advertising from ads on Facebook and Snapchat to partnerships with BuzzFeed and Reddit.

Today, we have a world of information in our hands but we never stop to think as to who pays for the online content which is so easily accessible to us and that too, mostly free. It is the producers or publishers of the content who pay for this by allowing advertisers to advertise for their products or services on their websites.  Unless publishers monetize their work, we as consumers cannot gain free and easy access to online content. With consumers spending more and more of their time on the Internet and with increase in their spending power and awareness of tools such as web links like Google, Twitter etc., digital advertising has emerged as the back bone of our digital economy.

The Latest Methods In Digital Advertising

Today, use of search applications on smart phones, I pods, and social media have made traditional marketing less useful for modern businesses. The following are some latest methods in digital advertising that companies use to woo their customers:

i) A very special form of Internet marketing called contextual marketing  is used by search engines  like google to advertise a product other than the user is looking for. Google ads automatically show up next to the search words in the Google search result page after the user searches for a particular word or phrase. The automated program scans the text for keywords and shows up advertisements that match the topic that the user wants to view.

ii) Another online method of advertising called web banner advertising is akin to a roadside billboard used in traditional advertising. The web banner advertisements  are displayed on horizontal strips at the top of nearly every web page.

iii) The bandwagon advertising  aims at persuading the consumers that most people with the same social background as theirs, are using the product and are in favor of the brand, so they must also do the same to maintain the status quo.  This compels the target consumer to  “jump on the bandwagon”. This technique can be used through electronic media using social networking sites like Facebook and Twitter.

iv) Keyword Advertising: This is known as pay-per-click advertising  wherein the advertisers pay based on the number of clicks on their products or services advertisements which also helps them to measure the efficiency of the ads.

v) Blog Advertising: Blog is a channel for sharing ones thoughts with the readers. It is like an online journal for most of the people. The increase in the popularity of blogs has led advertisers to use blogs as effective tools of advertising and marketing.

vi) Another latest form of advertising uses electronic devices with internet connectivity such as mobiles, i Pads, kindle etc.  Current trends in mobile advertising involve major use of social media such as Twitter, Instagram, Snapchat, and Facebook.

In my view, one should use a smart mix of traditional vs digital advertising. Not only will one be able to maximize their market and conversions, one will also be able to connect with their customers and prospects at a more personal level.


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