Many businesses have trouble understanding a successful traditional marketing strategy differs from a successful digital marketing strategy. It is more than just the technical elements and where you message is posted.
Traditional Marketing Interrupts and Pushes the Message to the Consumer
Traditional marketing is a static message that a company wants the consumers to know or feel about their business and/or product. This requires no interaction from the consumer other than to soak up the information. These messages are designed to have consumers feel a certain way about a brand. It does not necessarily provide a way for the consumer to interact and engage with the brand and create their own content.
This info graphic by David Armano shows how traditional marketing does not have the engagement level that digital marketing does with all the social interaction that available on the Internet.
Digital Marketing is Creating Content Around the Brand/Product
Digital marketing is taking that brand story and turning it into more. This new form of marketing is an interactive version of the traditional marketing brand story. It is providing information, tools or resources for the consumer and a way for them to have a conversation about it. This is something as simple as telling their friend or family member about it by sending a link. It is also a company monitoring what is going on in these conversations on review sites, social networks, blogs and more to respond and share their information in these conversations.
Create content that answers the consumers questions and provides them information they want and need. Put it where they can find it and interact with it in the way they choose.
Consumers Seek Social Proof
Consumers want opinions about a product or business before they make a purchase. This is something that has always gone on. We talk about the new good restaurant in town, or ask if someone has seen the latest movie we are thinking about going to see. Now we have expanded our circle of those whose opinions we seek. We don’t have to wait for someone we know personally to try it, we can pull up a review site online and see what the world has to say. This is the “Social Proof” we look for.
A complete marketing strategy combines both traditional and digital marketing. It takes knowing how, where and why the consumer would interact with the message to create a successful campaign.
I love reading your thoughts an opinions, so leave them in the comments!