Will digital marketing replace traditional marketing?

Erica Genda

March 16, 2021

With social media and the internet being such large influences in our daily lives, there is no doubt that digital marketing has sky-rocketed over the past few years. It’s a more cost-effective, data-driven option while capturing a global audience reach. Companies no longer solely rely on traditional marketing such as newspaper/TV/radio/magazine ads or billboards compared to the past.

Digital marketing refers to any type of marketing on online platforms and devices. Campaigns can include targeted or sponsored ads on websites and social media channels, Search Engine Optimization (SEO), content marketing, email marketing and even influencer marketing, just to name a few.

Although there has been a large increase in this area, digital marketing doesn’t mean the end of traditional marketing but rather the driver for change and evolution. Here’s why:

Digital marketing offers cost-effective and targeted solutions

Digital marketing provides a range of solutions that can be made accessible to start-ups and small businesses. Solutions can be tailored to meet every budget and still yield great results. Internet usage to research and make a purchase decision is at an all-time high (around 82%) and with digital marketing campaigns, companies can target specific audiences for certain products or services.

Targeted ads on social media especially have been the driving force in consumer purchases. 27%* of internet users say they find new products and brands through paid social ads and 6 out of 10 people state that Facebook ads helped them to make a purchase. With a large number of consumers using social media on a daily basis, the e-commerce industry has benefited greatly from everyday tech habits.

Digital and traditional marketing fused together can reach an expansive audience

One of the largest benefits of digital marketing is that performance metrics can be measured and tracked, and companies can see the conversion rates of their campaigns. Results can provide an analysis of consumer behaviours, enabling companies to strategize their consumer engagement plans more effectively.

Utilizing digital marketing analytics and metrics to understand what consumers want can actually boost how traditional marketing is used. Web analytics can predict trends and tell you what kind of ads your audience will respond to and that can help businesses curate ‘smarter’ Billboards, printed media, and/or TV/Radio commercials. Combining both digital and traditional marketing opens more opportunities by enabling businesses and marketers to engage on a new, more personal level with their consumers.

Traditional marketing still works

For larger businesses that invest heavily in marketing, the traditional methods are still effective and serve their purpose entirely. Everything we do in our daily lives is surrounded by traditional marketing campaigns, whether it’s public transport advertising, large billboards when we’re walking on the streets or advertisements on the radio or watching TV.

Most digital marketing campaigns are more targeted towards millennials and those in Generation X but they can neglect the older generations who are less likely to use the internet. In contrast, the visibility of traditional marketing is more prominent to the public and in some ways, targets different demographics better than digital marketing.

Since the start of the internet era, the digital marketing industry has transformed massively and is now constantly expanding to new wavelengths. This is driven by more people being consumed by using the internet and online shopping. Companies now have more marketing options than ever, however the effectiveness of traditional marketing means that it is still here to stay.

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