What is the Difference Between Traditional and Online Marketing?
Bob Dylan said it best when he sang, "The times, they are a changing." Most of what we knew as early as five years ago is starting to disappear or be altered to keep up with the technological age. I am not saying that these changes are bad or that they are for the better of humanity. All I am saying is that today's world is drastically different for many people and businesses.
Take a look at how companies used to advertise. You would be watching your favorite 30-minute show on a weekday evening. You would only get to watch about 20 minutes of the actual show. The rest of the time, your TV would scream at you to buy this or go here. This advertising method is tried and true, and I have fallen victim to this marketing ploy many times and was happier for it.
The only downside to this traditional advertising method is that it doesn't work as well as it should if fewer people are watching TV. Many people, I'd even be willing to say most people, are opting out of traditional cable TV and choosing online streaming services these days. Chances are good that you are one of those people. Streaming services allow us to binge-watch our favorite shows whenever we want to and without commercials.
Streaming services offer an inexpensive, basic plan that will still show its viewers commercials. However, for only a few extra dollars, these subscribers can choose to go with platinum status and remove the commercials for good. For most, it is not a hard choice, as we humans are always on the go and do not have time for commercial interruptions. We know what we want, and we want it now.
The same can be said about newspaper and magazine ads. Ask yourself when the last time you read a physical newspaper or magazine was. The typical answer would be, "I don't even know." Most people would say they usually read their newspapers and magazine articles on a computer screen with an online subscription. These ads can still be embedded into online articles, but how hard is it to keep scrolling?
This point can be stressed time after time, with different scenarios and different forms of media. The point is always the same, though. Companies can have the best commercials and ads around; however, if they can't get it in front of the public's eye, they don't work.
Companies must start exploring modern, technological ways to advertise their business. This does not mean the traditional ways should be thrown out with the trash. These methods have been proven to work if people see them. What it means is that online marketing should begin to take precedence over traditional marketing.
What Does Online Marketing Look Like?
In the previous few paragraphs, I mentioned streaming services and online magazine subscriptions as the new norm for people to be entertained. Those commercials and ads you see on your phone or computer screen are technically online marketing. However, that is just traditional marketing in an online format. While these commercials could grab the attention of their viewers, they also have the option to be skipped. Also, most streaming services use the same commercials on repeat. There is not much variety in what is being advertised.
Society wants something new. You see everything around you is changing, so it is only natural that you want to see advertisement change. Placing your old commercials and ads on social media is not a modern approach to online advertising. Modern online advertising should focus on embedding their services and products into places people are looking to and making the viewers think it's just another TikTok video rather than an ad.
The perfect example is Ocean Spray using a viral TikTok video of a man riding his longboard and listening to some Fleetwood Mac, all while drinking a bottle of Ocean Spray juice. This is modern online marketing at its finest. The video was made, and viewers shared it all over the internet and on social media. Then Ocean Spray partnered with the man to make more videos and represent their brand.
Another example of a modern approach to online marketing is American Express's online advertisements. They use social media influencers by sending them to beautiful places as an example of what you can do with their services. Eyes are on these social media influencers, and they are getting rich and wildly popular whether you like it or not. It is wise to use them to advance your business, as well. It is the equivalent of using a great athlete to promote your shoes. The only difference is that smaller businesses might have better luck landing a social media influencer over Tom Brady.
You may not like it, but you must embrace social media platforms as the new BFF to a company's marketing campaign. With so many people, young and old alike, using social media such as Facebook, Twitter, Instagram, YouTube, and TikTok, it just makes sense to begin focusing advertising on these platforms. This is where the public eye is, and your commercials and advertisements should be.
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A few other examples of great online marketing is Wendy's Ad campaigns. They regularly use Twitter to promote their brand by tweeting millennial-style jokes about their competitors and roasting any haters. This type of advertising campaign awarded Wendy's with about a 50% net income increase in the year they began it.
Blendtec is the company that is thought to have the world's most advanced blender. They use video clips called "Will it Blend" to promote their products. The videos feature their blenders trying to blend various objects, such as hockey pucks and rake handles. This online marketing has garnered them millions of YouTube views and about 878 thousand fans.
The list goes on as companies realize there is money to be made with online marketing and social media advertising. With the ongoing advancements in technology, it is safe to say that this form of online marketing is not a fad and is here to stay for a while.
Many companies are looking to society's youth to become marketing campaign engineers. The youth know what the new "hot" trend or platform is. They know what people like themselves want to see. They are the perfect choice to kick-start your new online marketing efforts.
Ready to Get Started?
Creating an online marketing strategy may seem like a challenge; why not partner with Maennche Virtual CMO, where you will have the support of marketing professionals who understand each industry's unique needs? If you are ready to take your company to the next level or need help determining what is next, contact us today or call us to schedule your free consultation and learn what is possible!
With over two decades of in-the-trenches marketing experience, Matthew Maennche’s views on developing and supporting a successful business are fundamentally different from the norm. As a developer and strategist, Maennche has helped thousands of businesses of all sizes, both domestic and international, take their organizations to the next level.
Matthew also spends time giving back to the local business community as a volunteer, mentor, and leader for the local chapter of SCORE.