Where to bid your money? Digital Marketing v/s Traditional Marketing

Where to bid your money? Digital Marketing v/s Traditional Marketing

  • April 18, 2022

Marketers since generations have banked heavily on the traditional means of marketing for the share of voice and getting people to buy their products & services. However, over the period of the last 20 years, there has been a significant and constant increase in ad spend on Digital Marketing in comparison to Traditional means of marketing. 

This pivot has largely been attributed to the exponential increase in the number of internet users across the world, adoption of technology within the marketing circles and the predictability of returns that new-age digital media has to offer. As of today, over 560 Mn Indians are on the Internet and  the growth of this domain remains unprecedented. To know more about the differences of Digital Marketing vs Traditional Marketing here is an elaborative guide:

Traditional Marketing vs Digital Marketing: What’s the difference?

The main difference between traditional and digital marketing is the medium used to reach a wide set of audiences for an organisation’s marketing efforts. Traditional marketing uses magazines, newspapers, OOH etc. while digital marketing uses social media, websites, search engines etc. Since the advent of the Internet, businesses have started putting a lot of emphasis on digital marketing efforts since it provides a great ROI & ROAS but that doesn’t mean traditional marketing is lagging.

Traditional marketing provides an impactful & immersive experience and puts your brand physically in front of your audience whereas digital marketing uses every digital touchpoint of your audience’s to increase the exposure of your brand, as using the Internet for hours has become the normal part of everyone’s lives.

Mediums of Traditional Marketing: 

  • Out-of-home or OOH – Billboards, Bus/Cab wraps, Hoardings, Banners etc
  • TV, Radio Broadcasting
  • Print Media – Magazines, Newspapers, Posters etc.
  • Mail – Catalogues, leaflets etc.
  • Telemarketing – Phone, SMS etc.

What makes Traditional Marketing the OG marketing channel?

Traditional marketing methods include all the offline marketing methods including ATL and BTL marketing. Traditional marketing is great to make your business stand out or popularise it in a local market and compounding your marketing efforts with digital marketing will lead to a holistic campaign made of all relevant channels. Here are a few advantages of traditional marketing:

Credibility: Since the collaterals in traditional marketing are tangible (OOH, print media etc.) and rolled out in a bulk manner, from a psychological standpoint, it gives users more confidence in a brand than other forms of marketing. The additional point of a larger budget involved also portrays Traditional marketing as a more credible channel.

Diversity: The collaterals in traditional marketing are rolled out in bulk, which means that the brand will be able to reach a wider and a more diverse audience than digital marketing. The whole play of digital marketing is segmentation and personalisation, thus, traditional marketing stands out as a winner in this field too.

Scope Of Human Touch: Traditional marketing methods can arguably be more engaging and involve a human factor more than its digital counterpart. Offline activation like contests, events, concerts etc. make people interact with the brand and portray the human side of it too.

What makes Digital Marketing stand out?

Here are a couple of examples of how digital marketing fares in comparison to the traditional marketing:

Performance Predictability: Unlike traditional marketing, digital marketing can be run for days with a small, managed budget as well. TVCs take crores of rupees, the same is the case with OOHs and even pamphlets can cost you thousands, without giving you a proper track of the KPIs. With digital marketing, small businesses can run digital ads under their D2C growth strategies and ensure that a set budget is used to omnipresent ads with trackable KPIs.

Huge ROI: Digital marketing offers a great return on investment (ROI) over a small ad spent as well. You can start campaigns that last for a day to over months. As a thumb rule, digital marketers should aim for 5X ROI, that is, gaining INR 5 for every INR 1 spent. Great digital marketing campaigns can offer up to 10X ROI as well. eCommerce marketing requires a holistic use of social media promotions, digital marketing (PPC, Google Ads etc.), email marketing etc.

Trackable Conversions: Digital marketing enables ads that are specialised in making the audience convert. You can set conversions as a goal, run the campaign, gather data from the campaign, make changes and run them again. These campaigns can be tracked and come with an additional perk: digital marketing’s conversion rate is higher than the conversion rate of other forms of marketing.

Campaign Flexibility: One part where traditional marketing truly suffers is campaign flexibility. Since a large budget is involved and physical, tangible collaterals are involved, once rolled out, it becomes increasingly difficult to make changes or adjustments to your ongoing campaigns. A TVC once aired, cannot be reshot or a printed ad once circulated cannot be taken back, whereas digital marketing allows marketers with tools to make adjustments and optimise or pause ads depending on their learnings and insights.

Growth-focused Strategies: Successful growth strategies give way to more conversions and more conversions translate to increased revenue. Email Marketing alone offers an approx. 4400% ROI and an average open rate of 15-20% (source: MailChimp). Thus, a combination of content marketing and digital growth marketing strategies is bound to bring you a high response and revenue.

Targeting The Right Audience: As mentioned before, digital marketing is highly personalised through not only demographics but also psychographics. So, for example, if you want to target a college professor or an under-18 athlete, you can easily do it through the tools provided. This gives way to personalisation like never before, making digital marketing win over traditional marketing.

The interactions done with the target audience are result-oriented. They help to achieve predetermined goals. With e-mail marketing, one can directly target a specific person. Therefore, digital marketing is considered the highest personalised form of marketing.

Influencer Marketing: An integral part of digital eCommerce marketing is influencer marketing. Social media has given birth to content creators who use their skills and talents to attract people. Influencers have a large follower count and cult fan-following, through which, they influence the decision of the general public and make them aware of a particular brand. Influencers have a great engagement and conversion rate as well, thus, apart from brand awareness, they can help businesses convert and turn their audience into repeat customers as well.

Measurable Results: Every ad platform provides specific tools, through which a marketer can easily measure results for every digital marketing platform. You can also organise, reorganise and collate historical data to make comparable and analytical reports. 

Traditional methods are quite slow and limit your reach to the local level only. With digital marketing, potential customers can be identified, targeted and converted online very easily. Thus, digital marketing is taking a big portion of any business’s marketing efforts.

Both Traditional and Digital Marketing are important and necessary, basis your marketing needs and more often than not, their interplay makes a huge impact on the overall campaign. A digital marketing campaign backed by traditional marketing channels always leads to higher ROI in comparison to a stand alone digital marketing campaign. 

With the digital proliferation, Digital Marketing is turning out to be essential for growing brands and established goliaths alike. To truly reap the benefits, you need to explore a multichannel approach but if you are looking for more performance predictability and quick gains then Digital Marketing is a more sensible investment.

If you are looking for a Brand Marketing agency that understands the needs of your D2C eCommerce, check out GreenHonchos – a Full-Stack D2C enabler offering services like growth marketing, eCommerce digital marketing, marketplace management, social media marketing agency and much more! For more tips & tricks on eCommerce marketing and D2C growth strategies, follow us on LinkedIn, Facebook, Instagram and Twitter or visit our website for more information.

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How to Segment & Target <br>audience for driving <br>conversions

How to Segment & Target
audience for driving

  • February 16, 2022

The first step towards building a successful business is having clarity about your consumer personas and the means to reach out to them in the best possible way. For years & years, the advertising strategies of all successful businesses, even before starting any marketing efforts, have tried to figure out the target market their product or service is suitable for. Instead of traditional marketing where marketers would try to make something as generic as an ad and would use it for all the audiences, trying to work on the principle of ATL advertising in its greatest interruption marketing aspect. 

Ever since marketing has gotten more nuanced and customer-centric, things have changed for the better and targeting the right audience with the right product and services at the right time, place and day has become an integral part of conversion-driven marketing campaigns. eCommerce marketing in particular has become a sophisticated space because of the unique challenges faced by industry, lack of availability of historical body of knowledge and talent. Leading full-stack enablers have been quite successful in filling that void by driving conversions through high performing automated ads, AI-driven digital campaigns, segmented email targeting and other key strategies.

Cogs & Pegs of Target Marketing 

Let’s take a dive and see how Target Marketing works. Target marketing is dividing your audience into different segments; identifying the size of demands and growth potential; developing an appropriate media mix and adapting to the changing target’s need by optimising ads. You can also involve emerging technologies like AdTech & MarTech to boost ROAS in an efficient and effective manner. Here’s is the step-by-step guide for your approach towards target marketing:

Stage 1 – Division of the market into multiple market segments through geographic, demographic, behavioural or psychographic segmentation.

Stage 2 – Recognising target segments on aspects like profit, demand size, the potential for growth etc.

Stage 3 – Developing the appropriate media & marketing mix and strategy for the target audience to maximise customer delight and move them further into the funnel.

Stage 4 – It’s really important to test and optimise ads as often as possible. This will give you a grasp of your audience, help you find the perfect blend of creativity, content and call to action in your ad and maximise your target audience base.

Target marketing is mostly an ever-evolving process since it takes time and energy to find the perfect audience mix for your product. Once you identify that perfect mix of audience, you can work on converting them into customers, then repeat customers and then eventually brand loyalists. In the first step of target marketing, marketers find out the demographic, geographic, or psychographic variables to explain buying needs, tastes, and behaviour variations. Then, they divide consumers into market segments based on these variables.

Here is a brief description of target audience segmentation for your digital marketing strategy:

Demographic Segmentation

  • Gender
  • Age
  • Life cycle
  • Education
  • Income
  • Profession
  • Religion

Geographic Segmentation

  • City
  • Urban
  • Suburbs
  • Country
  • Climate

Psychographic Segmentation

  • Personality
  • Lifestyle
  • Attitude
  • Interests
  • Values 

Behavioural Segmentation

  • Benefits-oriented
  • User status
  • Usage rate
  • Purchase occasion
  • Readiness status
  • Attitude-driven 
  • Loyalty status

Segments in target marketing consist of homogeneous consumers. Since they are divided in a certain way, they are bound to exhibit similar needs, tastes, and buying patterns, thus, they also respond to the marketing efforts in the same way. This gives some predictability to your growth marketing strategy and ensures a stable return to your eCommerce marketing efforts.

According to your marketing goals, when you segment your audience, you need to consider a couple of things in your mind. These factors will decide how your campaign goes and how the results will be. Here is the criterion in selecting target segments:

  • Segment Size 
  • Growth Prospect
  • Potential Profit
  • Structural Attractiveness 

Once the marketers are done selecting the criterion, they then work to develop a growth marketing strategy and a media & marketing mix accordingly. Since the target market audience is homogeneous, the tough work of trying to make a ‘fit-for-all’ strategy is replaced by an easy, personalised and more effective marketing strategy.

Get up to speed on: Segmenting & Attributing

One of the first things a marketer does while deliberating upon the growth marketing strategy is to try to segment the audience in different parts. These parts are further categorised into sub-parts and each is important to cover before you start working on your eCommerce marketing strategy. Check these out here:

Demographic Segmentation – Your basic information such as age, gender, education level, marital status, race, religion, income level and more. This data is easy to obtain and categorise because there are only a handful of options for each category.

Psychographic Segmentation – Psychographics help you determine and explore the psyche or the interests of your audience, thus, operating as the building block of your growth marketing strategy. These include values, beliefs, interests, lifestyles, personalities and other intangible things.

Behaviour Segmentation – Based on how the target customers act and behave, this segmentation includes their purchasing habits, spending patterns, user-level and all manners of brand interactions.

Geographic segmentation – Your target audience’s location can help you better your eCommerce marketing strategy. Be it neighbourhoods, area codes, cities, regions, countries, etc., this data is crucial in formulating hyperlocal or local campaigns for your eCommerce agency.

Target Marketing & how it can be an efficient tool

Better ROI in terms of resources used – Since the growth marketing strategy is tailor-made for a certain set of consumers, you’re bound to have a higher engagement since the content that you are using is also tailored to answer their needs and wishes. This means the content will be able to delight the consumer more and also help in pushing them further into the funnel. Employing AI & ML powered AdTech & MarTech technologies, you can boost your ROAS more.

Better conversions – A large chunk of target marketing is oriented towards delighting the consumers and pushing them further in the funnel, you’re bound to notice a good bump in conversions. The content will have high acceptance and will be attractive to the Target audience, thus boosting sales. 

Trackable and predictable results – By the virtue of mapping the segments of a homogeneous audience, you can use the tools provided by your campaign manager to get a clearer approximation of your marketing efforts.

These are some of the essential points of data your eCommerce Digital Marketing team or a service provider would need to formulate for deriving a perfect eCommerce marketing strategy for your brand to scale profitably.

Looking for eCommerce Digital Marketing solutions or an eCommerce Agency? Choose the Full-Stack D2C Enabler – GreenHonchos and scale your business online! For more tips & tricks on eCommerce marketing and D2C growth strategies, follow us on LinkedIn, Facebook, Instagram and Twitter or visit our website to know more about our services.

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