Will Internet Marketing Replace Traditional Marketing?
May 28, 2021
These days, it’s no secret that internet marketing is here to stay and it won’t be going anywhere. In fact, it seems like almost weekly new technology and algorithms are being released by today’s leading search engines like Google, making online marketing even easier and more lucrative for businesses. But how does this translate to the B2B sector, which has traditionally relied on more hands-on marketing tactics to attract clients and boost their business?
Well, as one of today’s leading B2B internet marketing agencies, the team from WSI B2B Marketing is here to tell you that although a lot has changed, more traditional forms of B2B marketing aren’t going to go the way of the dinosaur yet.
What Exactly Does Digital Marketing Entail?
Before diving too deep into the details, it’s important to have a clear understanding of what digital marketing entails and how it’s unique from more traditional B2B forms of marketing. The biggest difference is that unlike other forms of marketing, digital marketing is solely concerned with the digital realm, i.e. the internet and other closely related technologies.
Some of today’s most popular forms of digital marketing include:
- Pay-Per-Click (PPC) Advertising
- SEM Marketing
- Search Engine Optimization (SEO)
- Paid Search Advertising
- Social Media Marketing
- Affiliate Marketing
- Marketing Automation
- Email Marketing
- Website Optimization
As mentioned earlier, digital marketing is concerned with where users often spend the most time nowadays: on the internet. There are a number of different ways new leads and clients can be attracted via digital marketing to boost a company’s bottom line, regardless of whether you’re in the manufacturing industry, medical device industry, or another type of B2B sector. Digital marketing experts will construct a plan that encompasses many of the tactics mentioned above to generate the best search engine results, target your ideal audience, promote your content and highlight new products, or run targeted advertising on a variety of sites. Additionally, direct email campaigns and retargeting campaigns can also be a major marketing tool used by many businesses to reach out and reconnect with potential customers who, for one reason or another, weren’t persuaded to convert into a sale the first time around. The key difference between traditional marketing and digital marketing is that while traditional marketing focuses on connecting with customers at a physical location, like at their home or business, digital marketing relies solely on a potential customer’s actions on the internet. With more of a shift to e-Commerce and more business being done online these days, digital marketing continues to be the most rapidly growing form of marketing.
So, what does this mean for more traditional marketing practices?
What Exactly is Traditional Marketing?
When it comes to traditional marketing, there are a variety of different methods companies use to reach out to their clients, but things are done a little differently than digital marketing. Rather than relying on online tactics to reach a target audience, traditional marketing focuses on particular mediums to connect with potential clients and key buyer personas.
- Outdoor or Event Marketing
- Print Marketing
- Direct Mail Marketing
- Telephone Marketing
- Broadcast Marketing
Breaking Down Traditional Marketing Forms
Outdoor or Event Marketing:
This type of marketing includes everything from billboard advertisements to handing out posters and flyers at events. It’s one of the oldest forms of marketing in existence today and for many businesses, remains a very effective marketing component. This is because we live in a world with people on the go, so there’s ample opportunity for them to see your ad while on the bus, at a stoplight, or anywhere else they might be.
We still live in a culture with avid readers, especially when it comes to newspapers and magazines, which are thought to be the most effective forms of print marketing. Placing an ad in a newspaper or magazine will ensure that all of the readers of that particular periodical will see your brand!
Direct Mail Marketing:
Direct mail marketing is especially useful if your business has performed consumer research and identified the ideal target market for your goods and services. This is especially true for companies that have consumers in older demographics; direct mail marketing is a great tool.
Although sending texts or cold calls has long been a practiced marketing tactic, it’s actually the least effective. This is because it can sometimes be seen as somewhat invasive by potential customers. This may be one of the forms of traditional marketing that might fade away in the coming years amidst newer, less invasive tactics.
With many people still commuting back and forth to work each day, broadcast marketing, like billboards and other outdoor marketing, can be a useful tool. These days, with increased technology, businesses can even reach potential clients through broadcast ads on everything from podcasts to satellite radio commercials.
Will Digital Marketing Replace More Forms of Traditional Marketing?
So, here’s the answer to that million-dollar question, and the answer is: no! Although some forms of marketing might be less effective for some businesses, both traditional and digital marketing is here to stay. In fact, many in the B2B sector employ a marketing plan that incorporates aspects from both to cover all of their bases. This is especially true for those who have recently switched to e-Commerce platforms or optimized their online offerings, but still want to offer a personal touch to their older customers that might not be as web-savvy.
Many of the more traditional forms of media have existed for so long because they’ve become trusted forms of advertising for consumers. However, it’s up to your digital marketing team to decide what works best for you.
If you’ve been doing things the traditional way and want a change or simply want to know more about digital marketing, WSI B2B Marketing would love to hear from you. For more information about our services, contact us online or call 1 (800) 494-6212.