While earlier, advertising was primarily limited to newspapers, radio and television, today it has gone beyond them. Both the traditional and digital media have their own unique aspects. This article will offer a comparative analysis of both these media.

Reach

No doubt, advertising campaigns through traditional media reach a large chunk of the population. However, the message reaches an even larger number of people through online media. The Internet helps to reach a range of people within a short span of time. While traditional marketing is limited only to a particular geography, online media knows no barrier.

Cost

Digital media cuts costs significantly. Television, radio and newspaper ads are expensive. The price depends on the slot and space chosen. Using the digital platform is helpful for small firms who are tight on budget.

Media monitoring

Media monitoring is simpler in online media than traditional media. Companies can see and measure in real-time the effectiveness of their campaign and plan further activities. However, in case of traditional media real-time media monitoring is a tough task.

Dialogues and Monologues

Marketing through digital media allow dialogues between companies and clients. Through social media, clients can discuss their products and services online in real-time. Communication flows just one way in traditional media and this can lead to confusions and problems. However, in digital media communication flows both ways.

Engagement

Engagement is much higher in the digital platform.Through digital marketing, companies can encourage customers to visit their websites and test their products and services. Customers can also interact with company representatives and know more about the product. Call to action is easier through digital media as compared to traditional media.

However, it will be wrong to say that traditional marketing is dead. There are still many parts of the world, where the Internet is yet to reach and people are yet to be computer-friendly. In such cases, traditional media play a very important role in conveying the message.

Nevertheless, with time digital marketing is giving a stiff competition to traditional marketing. Digital marketing trends have changed the rules of the game and more and more companies are consolidating their online presence to stay competitive in the market.

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For greater impacts and for the sake of good presentation, you can combine data like text, audio, video, and graphics and offer your product or service to the potential customers. What used to be once the efforts of many to present a product or service, has now become an automated procedure since you do not need a huge number of manpower to reach even globally.

Marketing has started its travel from a physical showroom and has reached to its current destination of virtual showroom, enabling a faster, professional and wider reach much economically. The world of internet has offered enormous ease when it comes to marketing. The digital media marketing has tremendously benefited from the internet. While sitting at the comfort of your own office, you can now market your product to the other corner of the world. This is the great benefit of digital marketing through internet.

Digital marketing should not be confused with the internet marketing as different marketing approaches are made in both of the cases. While digital media marketing is not just limited to the internet, the internet marketing is just limited to the internet where you can display whatever information you want for the targeted viewers, anywhere in the world.

Digital media news marketing is not limited just to the internet, it goes much beyond that. As the digital marketing media, you have Short Message Services, SMS, through cell phones; Voice broadcast; Blogs, Websites; Really Simple Syndication, RSS, feeds; Podcasts; Video emails; Outdoor digital displays, etc. The importance of digital media marketing has proven itself as an essential part of a business and as a fast mean of transferring information.

The strategy of digital marketing is based on two types – ‘pull digital online marketing’ and ‘push digital online marketing.’ In Pull Digital Marketing, it would be possible for any potential customer to reach to the source that provides details of the product or service. Advertisers use different media to attract and direct the customers to the targeted source, such as websites, blogs, other audio and video sources, etc. In Pull Digital Marketing, you actually have to ‘pull’ the customers to the targeted area.

On the other hand, in the Push Digital news media Marketing, customers are provided the required information through any digital advertising media. By using RSS, SMS, Cell phone calls, etc, you have to ‘push’ the potential customers towards your products or services.

While digital media marketing has changed the whole concept of marketing, it is necessary to employ multiple channels of delivery while using both Pull and Push digital news media marketing techniques. The digital media marketing will be more advantageous and yielding if carefully and sensibly planned and presented to the targeted customers. The use of graphics, audio-visual displays, animated or impressive text, etc certainly do a great job to attract and persuade potential customers towards your targeted goal.

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Internet marketing techniques such as search engine marketing (SEM), e-mails form an integral part of digital marketing. Moreover, it also includes non-internet channels like short messaging service (SMS) and multimedia messaging service (MMS), callbacks, etc. All these different channels form an integrated part of digital marketing. Digital marketing is considered a BTL Below-The-Line marketing as it targets a smaller and more concentrated group and works on forming loyal customers and creating conversions.

SMO or (SMM), on the other hand, is a branch or subset of digital marketing that excels at promotion using social media platforms like Facebook, Twitter, LinkedIn, YouTube and so forth. It makes the use of social media for the purpose of marketing. Social media relies heavily on the interaction of the users, sharing information and forming a community of sorts and hence has a ‘social’ element to it. It utilizes the creation of artistic content which is presented accordingly to lure the audience towards your products or services and create a brand following.

According to Zephoria Digital Marketing Consultants, there are over 1.71 billion monthly active Facebook users worldwide. This means that statistically Facebook is too big to ignore and hence, should be a vital part of your social media marketing strategies. Online video consumption on such platforms has been on a steady rise and is the next big thing in terms of marketing strategies. SMM is also a BTL Below-The-Line marketing as it relates to segregated groups formed over common interests on social media platforms.

Companies looking to address their marketing needs need to choose between a digital marketing agency or a specialist agency. If you are looking for someone to plan out your entire marketing strategy, then a digital marketing agency would be a good choice. However, if you are looking for someone to only handle the social media aspect of your strategy, then you are better off working with a specialist agency.

With the extreme popularity of digital media, people are more willing to incorporate digital marketing into their everyday lifestyle. As per the Interactive Advertising Bureau (IAB) report, Internet ad revenues in the United States reached a staggering $27.5 billion in the first half of 2015.This has opened up several job opportunities world over. There is a high demand; however, we experience a dearth in the skilled workforce as people are still coming to terms with the rapid evolution of digital media.

To meet the increasing demands of talented individuals, there are several online courses in digital marketing available. A quick Google search on this topic will enlist a host of institutes that offer the mentioned lessons. The courses run for a number of days where all the related topics under the umbrella of digital marketing are addressed. Students gain valuable insights into the subject that enables them to carve a niche for themselves.

The digital marketing course includes basic understanding of marketing and advertising concepts and fundamental knowledge of statistical and analytical tools. They are also given comprehensive information about email marketing, SEO/SEM, pay per click, mobile marketing, online video among others.

Social media marketing courses include an in-depth understanding of the principles of social media, major social media sites, social media strategy and measuring social media. It offers a look into the strengths and weaknesses of the social media platforms like Facebook, Twitter, etc. and delves deeper into the newest trends surfacing on social media.Social media is an indispensable part of digital media strategy. SM platforms are leveraged for the purpose of branding of a product or service as it provides a more interactive medium open for a two-way conversation. Digital marketing is more relevant in terms of creating brand awareness, marketing or reputation management. Although they have different online applications, they serve the larger purpose of brand advancement and customer conversion into leads and sales. Consumers have become more brand conscious with active participation and most spoilt for choice with the plethora of options available online. Their share in the overall marketing strategy has grown manifold rendering traditional strategy techniques obsolete. The rate at which digital media is advancing, it won’t be far fetched to imagine a future where virtual reality has transpired to every aspect of our existence.

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