Firstly, traditional marketing does not allow direct interaction with customers, whereas digital marketing offers a higher level of engagement and interaction. Whether through social media comments or email newsletters, a business can instantly connect with the target audience through various digital marketing channels (Chaffey and Smith, 2017). Secondly, unlike traditional marketing, digital marketing allows measuring results. It empowers entrepreneurs to be insightful rather than playing marketing games blindly (Johnson, 2021). They have access to an array of information about potential customers and actual customers, which will help understand where the company is going. It can also be measured how many people visit and leave the site and what percentage are converted into customers.
Thirdly, traditional marketing is limited in many ways, but one of its biggest obstacles is the inability to go beyond a regional or local audience. Using digital marketing, a business can create a personalized campaign and expand its reach beyond cities or countries (‘Develop’, no date). Fourthly, when it comes to investing in marketing, a company’s profit is a crucial factor, as it determines the entire business’s success (Smith and Zook, 2020). It is not surprising that digital marketing gives a better return on investment because it is cheaper than traditional, and advertising is promoted in several ways (Oza, no date). It is worth noting that digital marketing allows entrepreneurs to spend less and get more.
The reason digital marketing is crucial for business these days is that the Internet is becoming one of the most used engagement tools. More and more people are going online to perform everyday activities, including buying goods and services, so over the past decade, online marketing has grown exponentially (Kingsnorth, 2019). When it comes to comparing digital marketing and traditional marketing, it becomes clear that the latter gives a particular advantage (Moats, 2020). Successful marketing requires a business to work with potential customers and actual customers in the best possible way, bringing a real return on investment (Smith, 2011). Airbnb is a business that has completely embraced digital marketing by allowing all users to share their vacation experiences across all platforms and social media. Domino’s Anyware is a technology that focuses on how customers order the goods rather than the product itself. Voice-activated software is linked to an AI capable of comprehending and understanding what consumers desire.
Chaffey, D. and Smith, P. R. (2017) Digital marketing excellence: Planning, optimizing and integrating online marketing. 5th edn. New York: Routledge.
Johnson, T. (2021) ‘The shift from traditional marketing to digital marketing campaigns’, The Marketing Folks.
Kingsnorth, S. (2019) Digital marketing strategy: An integrated approach to online marketing. 2nd edn. New York: Kogan Page.
Moats, S. (2020) ‘Advantages and disadvantages of mobile marketing’, The Brandon Agency.
Oza, H. (no date) ‘10 Advantages of digital marketing over traditional marketing’, Prowly.
Smith, P. R. and Zook, Z. (2020) Marketing communications: Integrated online and offline, customer engagement and digital technologies. 7th edn. New York: Kogan Page.
Smith, T. K. (2011) ‘Digital marketing strategies that millennials find appealing, motivating, or just annoying’, Journal of Strategic Marketing, 6, pp. 489-499. doi:10.1080/0965254X.2011.581383.