Both traditional and digital practices share similar goals – attracting qualified customers and building brand awareness in your market. The right mix of digital and traditional marketing is better than the sum of its parts. Some businesses think of digital and traditional marketing as being at odds with each other, but in fact they can complement each other to meet your goals and get the best possible results.
Social Media has changed the way marketing is utilized. The ubiquity of platforms like Twitter means that social media has become a basic pillar in brand communication. However, the focus is not conveying a brand message, but understanding your audience and using the information gathered to ultimately generate a ROI.
Social media is often misunderstood and is deemed to be supplementary to traditional media. Sports fans are more loyal than any other consumers, making it even more crucial for brands in the industry to communicate with their fans, something that social media provides the perfect opportunity to do with its real time nature.
|SOCIAL MEDIA||CONVENTIONAL MEDIA|
|TWO WAY CONVERSATION||ONE WAY CONVERSATION|
|OPEN SYSTEM||CLOSED SYSTEM|
|ONE-ON-ONE MARKETING||MASS MARKETING|
|ABOUT THEM||ABOUT ME|
|BRAND & USER GENERATED CONTENT||PROFESSIONAL CONTENT|
|AUTHENTIC CONTENT||POLISHED CONTENT|
|FREE PLATFORM||PAID PLATFORM|
|METRIC: ENGAGEMENT / CONVERSION||METRIC: REACH / FREQUENCY|
|ACTORS: USERS / INFLUENCERS||ACTORS / CELEBRATORS|
|COMMUNITY DECISION MAKING||ECONOMIC DECISION MAKING|
|UNSTRUCTURED COMMUNICATION||CONTROLLED COMMUNICATION|
|REAL TIME CREATION||PRE-PRODUCED / SCHEDULED|
|BOTTOM UP STRATEGY||TOP-DOWN STRATEGY|
|INFORMAL LANGUAGE||FORMAL LANGUAGE|
|ACTIVE INVOLVEMENT||PASSIVE INVOLVEMENT|
Traditional and Social Media marketing are two completely different processes that need to be understood separately. The funnel for social media marketing is the opposite to traditional marketing, with the former looking to find new customers through word of mouth and through the recommendation of retained and loyal ones.
SOCIAL MEDIA MARKETING: The process of attracting consumers through word of mouth:-
KEEP -> CONVERT -> FIND
FIND – > CONVERT – > KEEP
STRATEGIC DIFFERENCE OF SOCIAL MEDIA VERSUS TRADITIONAL MEDIA
Social media is really a paradigm shift or change in world view rather than simply a new set of tactics.
Traditional media relied heavily on a one-to-many paradigm — the brand creates a message and transmit that message to the masses through broadcast, print, radio, or signage. Traditional media is a one-way communication system that doesn’t create engagement or work toward promoting word of mouth — the hallmarks of social media.
Why should brands care about engagement and word of mouth?
Because consumers don’t believe brands.
Now, maybe at one point consumers DID believe brands, but they don’t anymore. Will that toothpaste make your teeth whiter, that laundry detergent make your clothes brighter, that fertilizer make your grass greener that competitors? After years of testing out your claims, the consumers have found too many of them lied, so the consumers have become immune to your propaganda.
And, your generic message shows you don’t really care about ME and it doesn’t give me a way to talk back to you. I am a passive consumer of your message, which doesn’t really provide strong motivation for me to get out there and do anything, let alone buy your brand.
Because I can’t talk back, you never learned I would love your brand if it only came in a smaller (larger) size, a different color, or was simpler (had more features). You brand failed because you didn’t know what I wanted, so you didn’t give it to me.
Social media (done right) gives all this because it’s inherently a two-way communication system.
Rather than getting brand messages, it can get recommendations from friends in the form of reshares and recommended posts, which de-commercializes the brand message. De-commercialization, while a mouthful of a word simply means that brand messages no longer carry the patina of the brand, but reflect the endorsement of your friends.
An example may help.
If you’re old enough to remember when you used to go to the store to rent videos, you likely experienced de-commercialization. Remember, you’d wander aimlessly through the wall of new releases looking for something to rent. Someone (often a perfect stranger) would walk up behind you and recommend one of the titles. Now, even through you might not know the person, you give their recommendation serious consideration because you value their opinion a lot more than the movie studio or some professional reviewer.
Social media exists to create word of mouth advertising by encouraging reshares that not only amplify their message (thus increasing reach), but make brand claims more believable. And we know word of mouth is much more powerful than traditional brand messages. According to Nielsen, 92% of consumers believe word of mouth more than traditional advertising.
Of course, this is nothing new. Marketers always knew word of mouth was much more powerful than brand messages. In the days of traditional media, however, you didn’t really have the tools to generate word of mouth. Sure, you could use catchy jingles and bizarre images in hopes people would talk about your brand, but generating word of mouth from commercials was hard to control, develop, and measure.
Done right, social media consistently generates word of mouth.
CONTENT MARKETING IN SOCIAL MEDIA VERSUS TRADITIONAL MEDIA
In traditional media, content marketing consists of messages that are carefully planned and executed by teams of highly trained professionals. The brand spends huge amounts of money crafting these messages and much more distributing them (the average Super Bowl ad in 2014 was $4 million for each 30 second spot).
Due to the lead time necessary for traditional advertising, brand messages aren’t very flexible — they don’t change often, media buys are committed far in advance, and brands can’t easily adjust to take advantage of new opportunities.
Content marketing is often constructed on the fly, with a relatively short lead-time and flexible schedules. Even with a good content marketing calendar, flexibility to pop in a new message or replace an existing piece of content if it no longer fits exists. Of course, sometimes this backfires, such as when brands jump on a disaster by promoting their brand.
Content marketing is you focused, not brand focused, which is a big difference between social media versus traditional media.
Creating content your target audience loves and curating content from other sources on a consistent basis is challenging and expensive. Likely, the future holds more increases for content marketing and outsourcing more common just as most brands currently outsource traditional media. Content marketing is both art and science better left to those focusing full-time on such endeavors.
COMPARISON OF TRADITIONAL MARKETING WITH DIGITAL MARKETING
- Digital marketing is a very economical and fast way to promote your service/product/brand compared to the more expensive and time-consuming process of traditional marketing. A well-executed digital marketing strategy, for a reasonable monthly investment, can help your business level the playing field and compete against larger competitors. Often, a television campaign is outside the budget of most small businesses, and even a hard copy brochure printing can be pricey. Digital marketing scales … you can do as little or as much as you want to meet your budget.
- On the Internet, most of the time people can choose what to look at. Traditional marketing is usually forced upon someone – through your screen, mail or radio – which might not put people in the right mood to buy. Digital marketing is typically non-intrusive. Online, people have the choice to opt in or out of communications, and often it is relevant because they were the ones searching for it in the first place.
- Digital marketing has the ability to go viral. Using social media shares enables your message to be shared incredibly quickly.
- Online is measurable. It’s not easy to know how many people heard your radio spots or read your newspaper ad, but you can find out exactly how many times your digital marketing messages were displayed and clicked, which web pages they visited and how long they stayed on your website. Not only is measuring the success of your digital campaign easy, you can get real time results and have the ability to modify the campaign to get the desired results.
- Digital is very useful for obtaining worldwide visibility in a much easier manner than traditional. But, it is also possible to tailor a digital campaign to reach a local audience only.
- 24/7, year-round exposure with digital marketing which is not possible using traditional methods. You can reach an infinite audience.
- Return on investment (ROI) in a very short period with digital marketing.
- Interactivity with traditional practices is obviously absent. You are throwing information in front of people and hoping that they decide to take action. Digital utilizes social channels to increase engagement and interactivity. There can be plenty of direct contact between the audience and the business resulting in some very valuable feedback opportunities.
- You won’t find a better medium for building relationships with customers than through digital marketing. Traditional marketing is typically done one way. Digital marketing is a two-way street where the audience can contact you with messages, email and comments (social media). Using digital medium, you can interact with your customers on a personal level. Building relationships with your customers is very important, especially if you want customer loyalty.
- Traditional marketing offers a tangible product for your potential customer to hold and look at, and can reach people who don’t use the Internet or social media. But, the number of worldwide Internet users in 2014 is a whopping 2.92 billion of the 7.17 billion people in the world today.
- You can target digital marketing. With a mail or television campaign, it’s difficult to target people who are actually interested in your business – meaning your message falls on a lot of deaf ears. Digital marketing lets you start up a conversation with the people who actually care about your products/services.
THINK OF TWITTER AS AN ELEVATOR PITCH
An elevator pitch is a short summary used to quickly and simply define a product, service, or organization and its value. The term stems from the marketing approach when meeting a prospect in an elevator and trying to sell them on something before they reach their destination floor and exit.
One famous elevator pitch can be seen in the movie “Working Girl,” starring Melanie Griffith and Harrison Ford. Griffith is given the chance to convince a corporate executive during a brief elevator ride that she was the originator of a business idea and not her boss. Her pitch worked.
Think of Twitter as an elevator pitch, only with one floor to sell someone on an idea (Facebook is also an elevator pitch platform only you have more “floors” to work with.)
THINK OF FACEBOOK AS A PLACE OF DEEPER ENGAGEMENT
Facebook also offers a great platform to reach consumers, but it is harder to get “likes” for you business page than it is to get followers in Twitter and you will have to work to encourage and engage your audience.
But Facebook allows you to share a lot more information at a glance than Twitter does. You can imbed images, videos, and even create interactive pages. Facebook is also a great place to offer colorful coupons, article excerpts, and incentives such as “like” our page and get 10% off or we will “like” you back.
The bottom line is that, when compared, they really cannot be compared. The best way to take advantage of social networking is to use both Facebook and Twitter and treat each as a separate entity with the potential to reach markets in very different ways.