Traditional Marketing Vs Digital Marketing Marketing
- Type of marketing
Traditional:
uniform,structured,clear -advertising campaigns.
Digital:
distressed ,spread ,unclear-status updates,ad campaigns ,blog articles ,community posts,twitter messages etc.
- Direction of communication
Traditional:
Unidirectional - information spread by company, consumers only listen.
Digital:
Multi-directional -both company and consumers talk and listen.
- Scheduling
Traditional:
Long ranging- ad campaigns are planned both over and for a long period of time.
Digital:
Spontaneous -ad campaigns are not planned in detail but reactions to comments and requests.
- Communication with consumers
Traditional:
Well considered and reviewed -communication only between company and consumer via email, phone or letter and consumer point of discussion is kept secret.
Digital:
Fast and public -reactions to comments are immediate and public, anyone can read and join a discussion.
- Availability
Traditional:
During working hours- no direct support beyond regular working hour.
Digital:
Permanent(24 x 7)- constant readiness to react to (negative) comments and consumer request replies expected within max 24 h.
- Scope
Traditional:
Specific -optimized for certain target audience and markets.
Digital:
General- available for anybody, anywhere(optimized for public).
- Wealth of experience
Traditional:
Analog-similar successive campaigns, assured legal position.
Digital:
Alternating, innovative- changing technical requirements,innovative marketing concepts,legal position unassured.
- Supervision
Traditional:
Consumer protection -marketing activities supervised mainly by consumer protection and competitors.
Digital:
Users, platforms -marketing activities supervised by authority for consumer protection, competitors, platform operation and users.
- Language
Traditional:
Formal,legally safe -strict marketing language ,ready-made full sentences.
Digital:
Genuine, direct-no ready-made sentences but personal responses and short answers.
- People involved
Traditional:
Marketing department -public relations department,external agencies, sales department.
Digital:
New media marketing department -social media department, every employee and user, management.
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