Good advertisement exists for a reason. That is, from the moment of its inception, it has a clear goal and platform. And one of the decisions marketers must make before creating ads is whether it’ll be traditional or online advertisement.
The first step before determining where the ad is gonna be placed is to know your target market and their behavior. For example, the millennial generation grew up with traditional advertising and saw the beginning of online advertising. The Z generation, on the other hand, have left behind old ways of information.
Let’s define the advantages and disadvantages of traditional advertising and internet advertising.
What is traditional advertising?
It’s the type of advertising that has been used since advertising was a thing. It’s existed ever since mass markets existed. It’s impossible to not have seen it at some point in one of its multiple platforms:
- Magazines, Flyers
All of these are traditional advertisement.
There is a big percentage of the population that doesn’t have access to digital media or simply doesn’t use them (mostly older adults). All of them still get their information from old school techniques. It’s how they feel safe.
It has a massive impact. It reaches practically everyone in a certain area, without differentiating or segmenting the market.
Human contact. People really appreciate “face to face” contact. For example, when you smile or shake hands with a flyer, that kindness touches and sensitizes the client.
The price. The truth is that participating in this type of advertising usually involves a large outlay and costs more than digital media.
Very exploited and saturated. We are over exposed to a huge amount of content and advertisements that perhaps some will go unnoticed without making an impact.
It is considered intrusive advertising, since when people perceive it they are not really looking for it and it literally interrupts our activities. Have you ever been at work and suddenly a call comes in to offer to change your telephone company? Personally, I don’t like it!
It can’t be measured. There is no 100% reliable and effective means to measure the impact and ROI (return on investment), so it is very difficult to know how effective our campaign will be.
On the other hand, Internet advertising:
Technology has made possible new ways to sell and promote content. This type of advertising includes all digital media, search engines and content marketing. If someone is an expert on this, is Google ads.
Bidirectional. It allows what is known as feedback, which is the possibility that the client can establish contact with the company with an almost immediate response.
Low cost. Generating advertisements for the internet tend to be easier, so it can also be cheaper. There are even programs to do it for free, another option is, for example, the cost per click, in which you aren’t charged if there are no visits.
Speed. It is very easily, malleable and modifiable, as it adapts to the needs of the market and the trends that quickly arise and die.
Measurable. There are already many KPIs (Key Performance Indicators) that help measure the effectiveness and impact of advertising campaigns launched.
Segmentation. You can define a market or specific part of it to whom to direct your message or your entire campaign.
Scope. Unlike traditional advertising, in which we can ensure that almost every home has at least one television, not all have access to digital media in our country.
Human contact is limited. When we use emotional marketing we try to substitute the human contact of the company-client relationships, but nothing can replace the contact itself.
Always create your advertising with scope and market in mind, to properly utilize the tools at your disposal and reach those who need to see your brand.