Marketing is about dealing with the ever-changing market. Marketing is the generous act of helping someone solve a problem. It’s a chance to change the culture for the better. Marketing is about sending the right message, to the right person at right time. we should understand how the market has been evolving in recent years. Now a new form of marketing overtakes traditional marketing after the evolution of the internet called Digital Marketing.
So now you will think what’s the difference between Digital marketing vs traditional marketing and which one should you use? Is traditional marketing has lost its fame in the era of digital marketing? What is the role of communication skills in marketing? Here’s everything you need to know.
Let’s first discuss the role of communication.
Importance of communication skill in marketing:
When I was started my professional career with an IT company located in Chennai. My HR manager was not good at Hindi and English and the same way I was not good at Tamil and English but we never face any communication gap. The way of expressing his words so effectively in Tamil and English that anyone can understand. so good marketing is all about good communication. good communication doesn’t care about grammar or vocabulary. it’s only about how effectively you can transfer your thought.
The traditional marketing strategy is best known to many public because most populations around the world have used and enjoyed this method. Traditional marketing is more focused on print media, referrals, direct mail, direct sales, Radio, and Television.
Some of the examples of Traditional Marketing is:
- Print advertising: magazines, newspapers, coupon books, billboard
- Direct mail: Postcards, Brochures, Letters, Fliers
- Referrals: Cold calling or word-of-mouth marketing
- Television Marketing
- Radio Marketing
Digital marketing is online marketing that uses the internet. you are reading this post that’s mean you are a part of the digital world. this is the power of digital marketing, no geographic boundary, no social boundary.
In recent times the world is suffering from the Covid-19 pandemic. which has completely changed the world in every aspect of life. All the printing media and social gathering stopped to prevent spared of the pandemic. In this situation, OTT platforms like Amazone prime, Netflix, Disiny Hotstar come with a lifeline for the entertainment industry. These changes improve connectivity and revenue by promoting digitally. Now coming future will be dominated by these OTT platforms in the entertainment industry.
Methods for Digital Marketing:
- Search engine marketing (SEM)
- Search engine optimizing (SEO)
- Social media marketing
- Content Marketing
- Integrated DigitalMarketing
- Affiliate marketing
- CATT Marketing funnel
Search Engine Marketing (SEM): In the early days of digital marketing, SEM(PPC-Pay per click) helped marketers to get reach the person who is looking for them. These help marketers to save a lot of money by focusing on the person who desperately looking for and avoiding the ads fee for the person who is not looking for it. Nowadays the cost per click goes very high due to competition for high-value keywords demand.
Search engine optimizing (SEO): The majority of people think if you are not present over the internet that means you don’t exist in the world. now think differently. if you have a presence over the internet in the form of a website but while searching your website is not showing on the very first search page the condition remains the same. To overcome this situation, search engine optimizing use.SEO improves visibility and increase the traffic to your website.SEO support to SEM because of the high bidding of keywords.
Social Media Marketing: Social media eliminate geographic and demographic barriers, enabling people to connect and communicate and companies to innovate through collaboration. Customers are paying more attention to their social circle in making decisions. They seek advice and reviews, both online and offline. The platform used for this marketing is Facebook, Twitter, Instagram, LinkedIn, Tiktok, YouTube, Pinterest, Quora, Snapchat, and many more.
Content Marketing: Content marketing is all about inbound marketing tactics. If you have good content then visitors, readers definitely follow your content. Content marketing help to improve organic search which will come down the cost of SEM. It is the core of marketing and it will give you more effective results in conjunction with other digital marketing methods. content marketing can be done via a stand-alone blog or corporate blog. Good content always promotes a direct response.
Integrated Digital Marketing: Integrated marketing is a combination of all digital marketing methods. It’s the art of arranging other marketing methods in such a way that it looks like a single entity. The core of Integrated digital marketing is the Quality of Content. in the absence of quality of content, we can not drive customers to our content. for example, an ad comes on the radio immediately target customers will search for the ad over the internet. They will check the website or else they will check on their social media network for information and reviews. if we don’t have any integration between them then radio ads become useless and a waste of money and time.
CATT Marketing funnel: Selling a product is no easy task in the absence of trust and it is more difficult to build trust as compared to the selling of products. Trust can be developed by using a proper funnel. CATT funnel is used to build trust.CATT stands for Content, Attention, Trust, and Transaction.
Have a look at the CATT funnel.
[n]Niche: Niche selection. your success and wealth rely on your Niche.
[C]Content: Create useful content which drives customer. Content can be anything whether it is a blog, YouTube Videos, Posters, landing page, and many more.
[A] Attention: pulling traffic to your content. Organic search will not help in this matter. you have to spend some money to get the attention. use SEO, Social media, Referrals, paid ads to grab attention.
[T]Trust: After getting attention on your content it’s time to generate lead by building trust. Personalize your communication in emails.
[T]Transaction: After building the trust now it’s time to convert those leads into sales by sales tactics.
Digital Marketing vs Traditional Marketing:
The main difference between digital and traditional marketing is the medium through which they encounter a marketing message. While traditional marketing uses traditional media like magazines and newspapers, digital marketing uses digital media, such as social media or websites.
Customers in the past were easily influenced by marketing campaigns. They also sought and listened to authority and expertise. But recent research across industries shows that most customers believe more in the f-factor (friends, families, Facebook fans, Twitter followers) than in marketing communications. Finally, the customer buying process is becoming more social than it has been previously. Customers are paying more attention to their social circle in making decisions. They seek advice and reviews, both online and offline.
If compare in terms of money digital marking is more cost-effective. Advertising on television is usually the most expensive form of marketing, with prices depending on the time slots and programming content. consider India as an example, television has better reach around 298 million households with an average of 4–5 members per household, TV has a reach of 800 million to 1 billion. the reach of digital marketing is nowhere close to TV-based numbers alone (Source: Wikipedia). the same way digital marketing is the best medium to reach the affluent English-speaking population in India with a spending power of ~100 million users.
Conclusion: Everything should be instant and time-efficient. When they are interested in things they see on television, they search for them on their mobile devices. When they are deciding whether to buy something in-store, they research price and quality online. Being digital natives, they can make purchase decisions anywhere and anytime, involving a wide range of devices. Digital marketing has reached globally while traditional marketing has a local market impact. Both marketings are mutually connected and both have their own impact on the market and no one can replace their existence.