To promote their products or a services, businesses used to take help of traditional advertising such as TV, print, radio, etc., (though some businesses are still preferring traditional advertising). But in the current business scenario businesses are switching to online advertising (banner ads, display ads, pop-up ads, sponsored search ads, etc) to attract target customers.
Digital or online advertising is getting more popular and its market is growing fast. Digital promotion involves using the Internet to reach the targeted customers and deliver the marketing message in order to drive sales and profits. While traditional methods of advertising suit certain aspects of business, they have certain cons. So does digital marketing. This article discusses the pros and cons of online advertising and traditional advertising.
Print, broadcast, outdoor advertising, etc., are the traditional means of advertising. Traditional means of advertising is expensive when compared to online advertising, because in traditional advertising, the advertiser has to pay the publisher a huge amount no matter whether advertisement has worked or not to drive sales.
In Internet marketing, where the advertiser can pay the publisher depending on the number of users viewed the ad or for the number of sales or leads (in case of PPC). The advertiser need not pay the publisher if the advertisement did not not fetch any customers to the business. Hence, online advertising is cost-effective.
Availability of the Internet
Though Internet is available all over the world, there are certain remote rural areas where Internet is not available, and some people are still not aware of Internet. In such areas, Internet marketing is not helpful for the advertisers, while traditional marketing will get them some customers.
Traditional advertising works well at any place provided there is scope of audience getting exposed to the advertisement. Therefore, online advertising is not helpful at all locations.
Rectification of errors
Once an advertisement is published on the Internet, it is quickly visible to the users. If there is any error in the advertisement, it is likely to misinterpret company’s product/service. This may bring a negative impression on the business. In traditional means advertising, advertisers get a chance to double check the ad before it goes to the audience. Thus, chances of committing mistakes in traditional marketing is less.
This is the major difference between traditional and online advertising. The physical presence of the product or salesman is not possible in online advertising. Customers pick the product online and pay through the website.
In traditional advertising, customers physically come to the business, choose the product, try it and then pay for it. Here the chances are more of a business to show its standards of customer service. This is a big advantage in traditional marketing. Good customer service helps organization drive sales for the company.
Traditional advertising helps businesses
For a product based company, traditional advertising is preferable because, company will have the opportunity to demonstrate the product and show the advantages of using it. This will attract potential customers to buy the product. For some service based companies, Internet marketing is the best choice. This is because, the business will have the chance to explain the services they provide in the form of a video. Such explanation helps the online customer understand the product better.
The longevity of online advertisements is very low. It may last for a few minutes. It is because millions of advertisements are posted everyday on the Internet. But, this is not the case with traditional advertising. It lasts longer and customers remember it for a long time.
Thus, both online and traditional advertisements have their own set of pros and cons. Businesses need to therefore plan their advertising campaign depending on the type of business, product/service, location, viability of business and other factors that are likely to affect their performance.