Social Media Marketing vs Traditional Marketing

Social Media Marketing vs Traditional Marketing

Selecting the best advertising mediums for your company can be challenging. There are so many options available today, such as print, radio, television commercials, and the Internet.

How do you select the best advertising mix for your business?

Traditional media has created exposure for thousands of businesses for decades. With the Internet, you can take advantage of social media, content marketing, and search engine marketing.

There are many benefits of social media that indicate how social media is more effective than traditional media. These benefits include the ability to communicate with your consumers in a two-way format, developing a long-term following, and being able to quickly promote new products and services.

 

Hidden Costs

There are additional costs associated with each medium. Obviously, with direct mail you have to consider print and mailing costs. With TV and radio, you have to consider the spike in prices during peaks times to advertise (rush hour traffic or popular shows). Billboard prices can also range based on quality of traffic and location.

With social media marketing, you only have one “hidden” fixed cost – time. Whether it is your time, an employee’s time, or an agency’s time, you must consider this as a cost. However, this is normally not a cost that depends on so many variables such as traditional media.

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Traditional Marketing

Traditional marketing is made up of mediums such as television, radio, newspapers, billboards, and more.  These can each be thought of as one-way communication medias, as a broad range of consumers receive information from them but are never able to communicate back.  This is a strength and a weakness rolled into one, since so many consumers are exposed to the marketing message, but there is no real connection made between the consumer and company.

The idea of traditional marketing had never been a problem before the invention of the internet.  It was really the only way to put a message in front of the consumer, so it was a necessity for a business to take part in if they wanted to be successful.

Social Marketing

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Social marketing is an entirely different animal.  It is made up of different avenues within the internet, like FacebookTwitter, LinkedIn, You-tube, and many more.  These mediums can be thought of as more two-way communication Medias, which makes up the true uniqueness of social marketing.  When a message is placed in front of the consumer, the consumer is then able to respond back to it – being social in a sense.  The business and the consumer are then able to take part in a conversation, learning and growing with one another.  This relationship creates trust and entices the consumer to become loyal to the company.

Social media has rapidly integrated itself into our everyday lives, both personal and professional, and it’s perhaps had no greater impact than on the world of marketing, with consumers and brands seeing enormous benefits and changes.

So have we decided which form of marketing is better?  Both forms have clear strengths and weaknesses.  In order to pull out the most advantageous qualities, both forms of marketing should be used together.

This seems to be the biggest misnomer to many.  People like to choose either traditional or social, but the real benefit comes when both types of marketing are used as complements to one another.

 

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