Victoria Redmond

Is digital marketing taking over traditional marketing?

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2 Answers

John Eustace

John Eustace , Principal / Communications and Media Strategist at Bells and Whistles Marketing Pty Ltd

This is another of those old chestnut questions that pre-supposes that there is some genuine delineation between digital and traditional. As if Digital is something just discovered and considered separate from other marketing activities and disciplines.Let’s get one concept straight – Marketing is marketing, the addition of a prefix (i.e. Direct; Digital; Gorilla; Interruption), is just a simple way of defining what area of the art or science you are discussing.Digital refers to a platform/medium used within marketing for over a quarter of a century to carry, transmit and display ideas and messages (text pictures sound etc.)So every time that someone else asks if digital marketing is taking over traditional marketing for the hundred-thousandths time I feel the need to state the bleedingly obvious again – NO!

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Joel Warren

Joel Warren , Designer & Strategic Marketter at Wiild Interactive

Yes and no, I don't think there is a overall answer for all situations.

Traditional marketing is still super relevant, all the ideas have been around for 100's of years and they are tried and trusted. Where some forms of traditional marketing fall down is that it's hard to get in front of the same number of people as digital, and it's harder to extract the data.

In a world of digital, traditional can be a nice surprise amongst the noise.

The other big difference between the 2 is that tradition is generally interruption marketing, where digital can be more permission marketing.

Interruption marketing has been the norm for a long time - you are pushing your marketing on some one and people start to develop shields to ignore this kind of marketing - it also generally costs a lot more because you are trying to get your 7-14 iteractions with a fairly low value message - because you are diluting it for a mass market (consider print ads/billboards/tv).

With permission marketing you are having people come to you based on your knowledge or expertise, you can target more, measure data more quickly and change based on reactions. You can spend more of a limited budget and have more of a chance to engage with people that are going to buy (consider content marketing, webinars, ebooks).

It really comes down to you, how you work, your business, want you offer, your customers and what they value.

When all is said and done, you just need to try something and measure the results - tweak and improve.

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