Digital Marketing vs. Traditional Marketing: What Are the Differences?.

Choosing the right strategy between digital marketing and traditional marketing can feel like cracking a coded message. Luckily, we have decoded it for you.

Our 2024 Small Business Marketing Report shows that 78% of small businesses tried new marketing tactics in 2023, and 46% of them did so primarily to reach new customers.

In a digital world, it's no surprise that 40% of small businesses are investing more in digital marketing, 32% are investing more in traditional methods, and 28% are splitting their budget equally.

These choices reflect consumer preferences. 54% of consumers prefer to discover small businesses via social media, 44% via search engines, and 34% via flyers. Direct mail is preferred by 29% of consumers, while print ads are preferred by 26%.

Read on to learn more about digital and traditional marketing and find your perfect marketing mix! We will examine the pros and cons of each marketing approach, summarize where they work best, and explain how to choose the right one for your business.

What Is Digital Marketing?

Simply put, digital marketing is the use of digital channels such as websites and social media as tools for marketing communication.

If you use social media, you are familiar with the ads that appear in your feed - that is digital marketing.

According to the 2024 Small Business Marketing Report prepared by VistaPrint in partnership with Wix, the most popular digital marketing channels small businesses have invested in over the last twelve months are:

• Websites (60%)
• Social Media Ads (60%)
• SEO (50%)
• Email Marketing (46%)

What Is Traditional Marketing?

Traditional marketing, on the other hand, includes traditional channels like billboards and print media. Think of Don Draper from Mad Men brainstorming TV ad ideas and copy for Coca-Cola.

Until the rise of the internet in the 1990s, traditional marketing was almost the only type of marketing.

Our 2024 Small Business Marketing Report reveals that the top traditional marketing tactics small businesses have favored over the last 12 months are:

• Business Cards (50%)
• Events and Trade Shows (32%)
• Print Ads (31%)
• Promotional Materials (29%)

Digital Marketing vs. Traditional Marketing: What's the Difference?

The fundamental difference between digital and traditional marketing is the medium in which an audience encounters a marketing message. While traditional marketing uses traditional media like magazines and newspapers, digital marketing uses digital media such as social media or websites.

Of course, traditional marketing being traditional doesn't mean it's old-fashioned. Traditional marketing still plays an important role in people's lives, especially with the ever-growing need to step away from the digital world.

The immersive experience of an impactful TV commercial and the tactile nature of a Rolling Stone magazine are just as important today as they were 20 years ago, due to their lasting effects on your memory. Subconsciously, you bond emotionally with their brands, meaning they stick with you.

Likewise, digital marketing is just as important as, if not more important than, traditional marketing. Various types of digital marketing engage with many aspects of your daily internet usage to interact with you.

Which Type of Marketing Should You Use?

The key to a great marketing campaign is finding the right balance between traditional and digital. In 2020, digital marketing is the new traditional marketing. Both play an important role in a marketing strategy, but together they elevate each other.

Traditional Marketing: Pros and Cons

With the rise of social media, traditional marketing is often looked down upon by marketers. However, traditional marketing still holds an important place in a consumer's daily life. If you have the budget to share your campaigns in magazines and on prime time TV, your money can be well spent.

Traditional marketing channels include:

• Out-of-Home (Billboards, bus/taxi wraps, posters, etc.)
• Broadcasting (TV, Radio, etc.)
• Print (Magazines, newspapers, etc.)
• Direct Mail (catalogs, etc.)
• Telemarketing (Phone, SMS)
• Storefronts and Signage

Pros:

• Impactful and easy to understand
• Printed marketing materials are more lasting
• More memorable

Cons:

• Campaigns are harder to measure
• Generally expensive
• No direct interaction with the consumer

Digital Marketing: Pros and Cons

Setting aside how effective traditional marketing is, we should not forget that we live in the internet age.

According to ClickZ, "Internet users now make up 57% of the global population. On average, people spend 6 hours and 42 minutes online every day. By 2021, 73% of all e-commerce sales are expected to come from mobile."

That is a mind-bogglingly large amount of time and an opportunity to do smart digital marketing.

Digital marketing channels include:

• Social Media (Facebook, Instagram, etc.)
• Website
• Content Marketing
• Affiliate Marketing
• Inbound Marketing
• Email Marketing
• PPC (Pay Per Click)
• SEM (Search Engine Marketing)

Pros:

• More engagement options
• It's easy to measure your campaigns
• Enables smart targeting

Cons:

• Digital ads can be perceived as annoying
• Less permanent
• Constantly evolving

What Works for You?

In conclusion, both types of marketing have their advantages and disadvantages, but what's important is to understand your specific marketing needs, consider your budget, and understand your target audience.

Traditional marketing channels are generally more expected and welcomed by Baby Boomers and Gen X - for example, people who own a TV and prefer to buy newspapers. That said, digital marketing is, surprisingly, a suitable path for all ages, not just millennials and Gen Z.

The bottom line: As long as you know what your target audience wants, both digital and traditional marketing can work for you.

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