How has marketing changed and where can it be seen? What are the main differences between today´s dominating way of marketing, the digital marketing and classic marketing? Laurelle Boodram states in her blog Digital Marketing vs Traditional Marketing that “In the past, experts used traditional marketing techniques, such as all of the advertisements you typically think of, including ads in newspapers or magazines, TV commercials, billboards, business cards, and radio (…)”, whereas today, as digital marketing is becoming increasingly popular, they focuse on the Internet instead in the advertising and sale of the product.
First of all, Mangold W. Glynne and Fauld J. David exemplify in their article that: “The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace.” Fauld and Mangold argue that social media works as a hybrid element of the promotion mixture because following a traditional way it enables companies to talk to their customers while adding the digital component permits the customers to talk directly to one another. “The content, timing, and frequency of the social media-based conversations occurring between consumers are outside managers’ direct control”, they continue and make a comparison to the traditional integrated marketing communications where the activity is highly controlled.
Boodram continues making comparisons and giving examples and as it was already mentioned before: “In traditional marketing, the communication only happens in one direction, with one person (or product) communicating with a large group (the target audience). While this type of communication does occasionally exist in digital marketing, the focus is instead on multi-directional communication, in which the company will actively communicate with the consumers, both talking and listening(…)”. Moreover, the traditional method incorporates fewer interactions with the customers and they much longer; the main channel of communication is through letters, phone calls, e-mails… In digital marketing all interactions are public as they are shown on the Internet.
What has also changed is the way how the ad campaings are scheduled and planned along this transition to digital marketing. Traditional marketing is mostly well-planned out in the long run whereas the latter one enables a lot more room for adjustment although it does also involve long-term planning of this sort. “There is also a large difference in the availability of the company to respond to customers in digital marketing vs traditional marketing”, Boodram states and continues: “With the traditional techniques, responses canonly occur during work hours, but with digital marketing, most companies have people on various shifts. This means that at any given moment, a customer’s request or feedback will get a response within a day or two.”