The Great Debate: Digital Vs Traditional Marketing

The Great Debate: Digital Marketing vs The Letter Box Drop

I attended a Sydney Marketing function in June this year held by the popular Real Estate platform, RateMyAgent, and led by CEO, Mark Armstrong. His presentation was aimed at addressing the evolution of communication with an audience based on how quickly the commercial environment is changing today. This is both a relevant and tough debate, indeed!

While this event was Real Estate specific, it is a topical discussion being held across every industry and every market around the world in all boardrooms and strategy meetings: digital vs traditional marketing.

Where do we spend our precious budget to get the most cut through to engage our audiences and achieve our organisational goals?

So, it’s finally time to analyse both sides and get to the bottom of this debate.

Where Are Our Customers?

Effective Marketing is all about your audience. This is never up for dispute as we all know it to be true. Knowing that, it may be time to take a step back and consider that age old question: have we thought about our customer?

Recent research shows that 87% of consumers now search online for reviews to determine the quality of a local business, and I’m sure that statistic is pretty similar for how people are researching product information too. This is a big shift in behaviour from only a couple of years ago. Organisations didn’t start this- consumers did. We did. We, as people, changed the game, and organisations today are hugely naïve if they don’t think people are already doing most of their research before even contacting your business.

As An Example

Mark Armstrong said his son needed an internet router for his house the other day, and at first, he had no clue what a router even was. In about ten minutes online, he become a pro with all of the brands, prices and specifications, then went straight into a local store, went to the shelf and purchased it without speaking to anyone in store.

This is very indicative of the modern customer.

The Digital Interview

Today, it’s all about ‘the digital interview’- in other words, searching online to find more information about a person or business without actually contacting them. Online dating, LinkedIn, Facebook, websites- it’s all about research before meeting in person. Around 70% of customers make up their mind before that stage, which is something businesses need to accept and adapt to.

While statistics are always fickle, all you need to do is think about your own customer’s behaviour, and you instantly know this to be true. Hardly ever does a customer go in unprepared or uninformed.

They’re All Online

How often do we go to a bar or a restaurant, and find everyone looking at a screen? It’s a sad reality, but a reality none the less. That is where your customer is! On their digital device.

People aren’t looking for reviews and information in your physical office or in your marketing collateral – they are looking online. So, being there for your audience is absolutely crucial for your business success.
It’s all about your audience, after all.

The Three Arguments: Digital vs Traditional Marketing

There are the three main considerations when deciding the pros and cons of new digital marketing versus more traditional methods, like the letter box drop or print.

(1) Cost
(2) Effectiveness
(3) Accountability

COST

As a general rule, more traditional methods tend to be far more costly in so many ways. It’s expensive to design, print and physically deliver materials like these. Now look at digital methods: it’s almost instant, requires little design due to templates, and the reach is not physically limited, meaning you can get ten times the exposure for around one-tenth of the cost.

They seem to be light years apart on the cost front.

For example, a client came to me recently and told me that the only advertising he was doing was on the back of local shopper dockets, which wasn’t giving him any tangible results, but was still costing him a few hundred dollars a month. For a fraction of this cost, I put his adverts onto Facebook and Google, and he immediately noticed the difference in leads generated!

EFFECTIVENESS

How long do letterbox drops, print media and even mainstream advertising last?
Think about a letterbox specifically. The printed material sits in an office, then in a mail box all day. Then, when your audience gets home, are they truly engaged when they check their letterbox, stumbling in from work? They are coming home with the shopping, or wrangling the kids. This material has literally one second to capture them in amongst the rest of the clutter, and is so easy to ignore. That’s not to say it doesn’t occasionally work, but the chance of engagement is very low.

Now, consider digital ads. It stays online for a much longer time, and due to the customisable nature of online targeting, it can pop up when the customer is more engaged and in the right headspace. It meets them on their terms, like when they are on their phone killing time, or browsing on a website, and so on. They can also interact with it by clicking on it, watching it, zooming in on it, saving it and much more.

In comparison, think about when you hear a radio ad or see a TV ad: you have to remember and recall the advert at a later time for it to have any impact. This means your audience has to spend the effort to remember to act on it at a later time when it’s more relevant, such as when they get out of the car. Making this worse today is that we are constantly bombarded by ads and messages, which means that it’s very hard to keep one specific advert in your mind. You can’t rely on your customer recalling the message – you need to make it easy and at their fingertips.

Digitally, your customer can fully interact at the very point they experience the piece of content, meaning engagement is far greater.

ACCOUNTABILITY

Which technique truly works? What really has cut through and metrics to measure it? If you ask most organisations who spend budget yearly on letterbox drops, for example, they will say things like “$50,000 a year”, and then if you ask them “does this work?”, all they do is shrug their shoulders.

The problem is, some businesses get into a rut of “it’s how we’ve always done it.” This represents a concerning shortfall in our perspective and our priorities. Our industries are too tough and our competitors too smart for us to be thinking this way anymore.

On the digital marketing side, with retarget marketing and tracking cookies, online communication and adverts are able to serve up your communication to more defined and far better aligned demographics. Your adverts are more intelligent because they learn about the behaviour of your audience and adapt to how they consume content, then works out where and when to best display your marketing.

The Three Battlegrounds of Marketing

From the 1960ies, there has been an evolution of Marketing and communication battlegrounds based on how we built our customer database.

(1) The Physical Address

Organisations clambered to obtain the physical addresses of customers to communicate with them physically, either with a sales person, door knocking or letter box communications.

(2) The Email Address

Next, emails went through an effective stage and businesses rushed to fill their databases with everyone’s @.com address. However today, we have found this to be far less effective do the quantity of spam everyone receives daily.

(3) The Computer Address

People live on their mobiles and tablets now- this is where they are today. The battlefield has become exposure based on IP address online. Building a database of tracking cookies has become the Marketing battleground of today.

While these IP addresses are kept private due to Privacy Laws and you never get the actual details, it doesn’t matter as you can rest assured that this technology is getting your message in front of the right people. Then tracking success comes from the metrics and analytics behind these interactions.
The core essence of Marketing hasn’t changed across any of the above battlegrounds: it’s always been about reaching your audience. The only thing that has changes is how- and this is a direct result from how the marketplace and consumer behaviour is evolving.

What is it about Digital Marketing then?

Digital Marketing is effective because it is customisable. It can target specific demographics to ensure that the best audience is getting your adverts and content at the right times.

The following are three combined ways of how digital marketing finds your audience.

(1) Location

Google tags computers with a geographical location. While letterbox drops can do the same, location is where the comparison ends. Digital is able to combine location with the following two qualifiers to ensure that your message is tailored, rather than mass distributed to just anyone.

For example, in the Real Estate industry, around 70% of residences are investor controlled, which means letterbox drops are ineffective because the people receiving the materials are not the decision makers and therefore not finding themselves in the hands of the right people. Digital equivalents would use location and the following two to ensure it is being fed to the right customers.

(2) Browsing History

It is the fact above that allows digital marketing to take it one step further. The history of your browser paints a picture of the type of person your customer is and their interests, which means that adverts can be served up to match this. It’s not a perfectly accurate science, however due to the cost effectiveness of digital marketing, it has a far better cut through and success rate.

(3) Remarketing and Tracking Cookies

As you move from website to website, tracking cookies embed themselves into your web browser to allow the content be catered specifically to you, so you are not receiving irrelevant messages. This allows advertising content to be shown to a relevant audience rather than just anyone.

Where is Marketing Heading Next?

Given that digital marketing is following around your ideal customer and delivering them relevant content, it seems to be working effectively at the moment. However, if I know Marketing the way I think I do, the next stage will be empathetic retarget marketing, which means showing the advert not just anywhere on any website, but when the person is browsing material that is contextually relevant.

For example, when your customer, who has already been identified as interested in Real Estate, reaches a Real Estate or property website, the ad will be displayed, as opposed to how it is now, where it comes up on any website they may be looking at.

It’s all about being in front of the right customer when they are in the right frame of mind.

Online Marketing: King Of Business Marketing Strategies At Present

Business entails a lot of marketing strategies. Business marketing implies any plan and activity that is associated to the acquisition of sales over and above the invested money or capital. And this is what we call as profit, which serves as the core of every business endeavor.

The present generation has a transition when it comes to marketing application in every business. Since internet has been widely used, most businessmen have practiced the so-called ‘online marketing.’ The question now is: how does this marketing strategy realizes the promise of every business profit which is to amass profit for the business owner? The answer is emphasized one by one in the following elucidations:

1. The use of internet implies greater market to hit. Based on the recent survey of the United Nations, there are already more than 2 billion people worldwide who are hooked to use this World Wide Web. The reasons of usage are numerous, from communication to finding friends and new acquaintances. With this figure at hand, it might be legitimate to consider that internet could be an effective medium to hit the greater number of people for a particular business.

2. The presence of social networking sites plays a vital role not just for socialization purpose but also for economic drive. Today, people are addicted in Facebook, Twitter and Google +. Try to imagine a figure that constitutes hundreds of millions of people who are using FB alone in the whole wide world. Hence, applying social media strategies in relation to internet marketing might bring a substantial impact to business.

3. The popularity of search engine optimization (SEO) contributes positive benefits for most businessmen worldwide. Here’s the thing. When internet had surfaced several years back, different business websites have been created to showcase products and services online. Then, SEO has co-existed to aid the businessmen to rank their websites in the search engines like Google and Yahoo.

4. Online writing plays an important role in promoting the business products and services in the internet. Both off-page and on-page articles have become popular to push business online. In addition, people have learned to write blogs favorable to specific business websites. And when there’s a need to produce newsworthy articles, some writers are tasked to write and submit press releases with focus on business launching and promotion via online.

5. The usefulness of communication online tools like e-mail has a greater value in business. Today, all businessmen use email as a way to relay communications to other partners and clients. This brings positive impact as the communication is done instantaneously.

6. Most people have reckoned the internet as a source of workable remedies. The consumers and users of products and services would tend to use for instance the search engines when they’re in need for something.

The trajectory is going towards an upward direction. As the number of internet users increases, the feasibility of every business that employs internet marketing also increases.Simply put, online marketing is the king of all business marketing strategies at present.

A Guide to Starting a Successful Business

The journey to a successful business starts with an idea or concept. It is then refined to suit the purpose of the concept. At this time, your concept is the seed you are about to plant. Metaphorically speaking, every business is a life – It can live or die. Your concept should focus mainly on what the end users want. This is because these end users are the life of your business, the ocean in which your fish swims. Just as seed planted needs extra care, so it is with every business. Your drive should be consumer-centric, not after what you gain in return. However, remember, “You can have everything in life you want, if you’ll just help enough other people get what they want.” – Zig Ziglar. It is interesting to note that nature has endowed everyone with all he needs to think and succeed in life. So how can you discover yours? The following questions would assist.

. What do you find most interesting to do?

. Does what you find interest in doing appeal to people?

. How well can you do it?

. What means do you use to let people know what you have?

. What do you do to keep people’s interest?

Now let me explain what I mean by listing the points above.

What Do You Find Most Interesting to Do?

If you can find what interests you most, then you have proffered a solution to one of the barriers to your success in life. You will always love to do it. Of course, every endeavor comes with its own challenges. Fired with burning determination to succeed this time, you do not see challenges but success ahead. The inspiration to do it better and circumvent challenges will always flow. If you ask any successful individual who started from grass-to-grace level how he came about being successful, what he finds most interesting to do may likely be his answer. Now, you have to look inward and figure out what interests you to do. What is it? Oh yes, you know now! Now that you have found your area of interest, what is next?

Does What You Find Interest In Doing Appeal to People?

A tree, they say, cannot make a forest. Therefore, there should be many trees assembled in an area before forest can appear. No doubt, your brilliant ideas will end up with you if not supported by people. In the political world, majority vote is needed before a contestant is declared winner. In the same vein, you will need people before you can win or succeed. In addition, your being successful is a function of giving people what they want. The rule is to give to people what they want and in return, they will give you what you want in excessive measure. You should go into researching how what you are interested in doing appeals to people. You then provide the way to meet their demands. If people are hungry and you give them clothes instead of bread, they may not appreciate or even collect them. This is because your offer does not meet their immediate needs. Have you now figured out areas where your offer can fill people’s needs? If yes, you are indeed moving closer to your success. You have now known people’s taste. But do you know the next hurdle to cross over? The quality of the product or service you render readily comes to mind at this time. The skills to things well will tell if people will love what you offer or not.

How Well Can You Do It?

It is common that some people find interest in doing something in life but do not know how to do it well. This stage is very important. How? Because it is a determinant factor if people will support you or not. However, you may want to ask: Of what benefit it is to cook a dinner that the invitees would not eat simply because it was poorly prepared? It is your interest to make people happy with your meal but you cannot cook well. At this point, it is good to examine the areas of your weakness and seek improvement or strength. Improvement can be acquired by education – Formal or informal. Formal education will require you to take up your field of interest and immerse yourself in it until you graduate. Then you will be awarded a certificate detailing your performance. On the other hand informal education will require your learning handwork or a trade like carpentry, bricklaying etc. Improvement can be acquired through exposure too. Seminars and workshops are exposure window through which you get a glimpse to the world of experience. Some of these are free while some come at a cost. You should do your utmost to engage in constant practice of what you learn. This will refine and polish your skills. Whichever way, you can be confident that experience is the best teacher and you should do your utmost best to get it. Have you now gotten enough experience? Then go ahead and put you skills to work and let the whole world know what you have to offer.

What Means Do You Use to Let People Know What You Have?

Now that you have achieved the breakthroughs above, how can you let people know what you have to offer? At this point, just rest assured that you have achieved greatly in your journey to success. The best way to go about this is to start with the known. Sure, the known will inform the unknown if they have good experiences. In a sense, your good quality product or service is doing advertising work you. To hasten your advertising, you may think of Radio and Television jingles, newspaper adverts and so on. For more global reach, you will need social media to connect your business. If people now connect to your business, how do you keep their goodwill?

What Do You Do to Keep People’s Interest?

The concept behind business and customer loyalty is hinged upon making good promises and fulfilling them. If this area is managed well, it boosts your reputation. Reputation Management Expert, Anthony Johndrow, put it this way: “Building a strong reputation takes time. To earn trust and respect you need to consistently show that you will live up to your promises. To build a strong reputation companies need to deliver on these expectations through everyday work. But this is proving to be more and more difficult.” This is a very crucial aspect of your business. It is dependent on your relationship with your customers. Be honest in all you do. Let integrity be your guide and you will earn trust. One of the pillars of every successful business is trust. It is earned overtime. If you are in business for product or service, clearly state your brand, product information, warranty, quality assurance, shipping and return policy, means of payment, and so on as each case may apply. Good customer relationship is key, as every customer is KING. Timely response to inquiries and quick resolution of dispute will save your reputation. Do your utmost to have a list of all your customers, listen to their inputs and update them regularly of every development.

Your business will keep living successfully if you give it a meaningful life.

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