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Expert opinion: Digital or traditional marketing – which should you use?

Written by Rhiannon Higgs on .

Rhiannon HiggsRhiannon HiggsIt’s often a struggle to know what marketing direction you should take: traditional or digital.

With the pace of technology and the internet, it’s easy to fixate on digital, however, the decision can make a huge difference in your results.

After all, you want the method that gets you results in the quickest time, right?

So, what is ‘traditional’ marketing?

Traditional marketing refers to the conventional mode of marketing through tangible materials such as magazines, newsletters adverts, flyers, posters and brochures that reach a mass audience.

Traditional methods are proven to provide great results as it’s instant and easily reachable by a local audience.

These methods, such as flyers, posters and brochures are beneficial to those who are not using digital methods like the Internet, providing real-world communication.

Whilst printed materials and advertising are proven to capture messages for a long period of time, it can be costly.

Businesses find this hard to justify as there are no real methods to measure the results, however, it is still a very popular choice.

So, how does ‘Digital’ marketing compare?

It’s estimated that 90 percent of adults in the UK now use the internet. The increase in a number of digital platforms has formed new ways to interact, becoming one of the fastest ways to drive brand awareness and lead generation.

Digital marketing platforms include websites, emails, social media, paid advertorials, SEO and more.

Businesses are using email marketing to communicate targeted content to a vast audience, often through platforms which monitor results in real-time.

This is a popular digital marketing tool, however, after the introduction to GDPR in May, it has become harder to communicate unless you have direct permission.

A website is the hub of your digital marketing, acting as a traditional brochure would.

A site alone will not generate leads, however, good content and the use of tools like SEO offer visibility, ranking you higher on search engines.

Google Analytics can be used by businesses to monitor a site’s performance, tracking a user’s activity, seeing where they’ve come from and what they’re doing.

So what should I be using?

You should consider both, with your selection and approach being driven by a clear strategy.

Combining both methods of marketing, digital and traditional, you will reach a wider audience, generating effective results.

Rhiannon Higgs is an account executive at creative design agency Resolution Design. https://resolutiondesign.co.uk