Marketing & Advertising are basically split in two halves. You have Digital Marketing, and Non-Digital.
Digital Marketing includes things such as: Email Marketing, Social Media, Pay Per Click (PPC) Ads, Webinars, Websites, Funnels and so on.
Non-Digital Marketing includes: Radio, Newspapers, Magazines, Networking, Events, Direct Mail etc.
The difference between the two are clear. But there is one difference that is very significant which makes Non-Digital Marketing much more difficult to be successful in generating interest, leads, sales etc.
Digital Marketing is young, having only been around in the last 2 decades, give or take a few years. The internet was very much the catalyst for this, and of course has had far wider impacts to the world of business than just marketing.
There are many reasons why Digital Marketing has become such a success and is continuing to do so. But in my humble opinion, the biggest reason by far is in measuring results.
Marketing is a business investment (not merely a cost!), and so getting a return on that investment is critical. If you spend $1,000 in marketing, you want at the absolute least to get $1,001 back in sales, right?
But with so much competition in every single industry and niche, and it taking seconds for people to find the top businesses in them, marketing is tough. It’s not just enough to have a website, a Facebook page, an email, etc any more.
A lot of work is needed to test different marketing methods, different offers and so on — and finding out what works best. Failing to do this means a business will literally be wasting their money. The chances of a businesses first attempt at marketing going well is very, very low.
But there is no use in testing different marketing if the business cannot measure the results. And all forms of Digital Marketing makes it easy to measure.
You have a website — you can easily see how many view, what pages are most popular, how long people stay on for etc.
You send email campaigns — you can measure the open rate, the click rate and conversion rate.
You run PPC ads — you can see how many view, how many click, how many convert, and spend per click.
I could go on but I just want to make my point.
Digital Marketing allows businesses to test, measure & optimize, ensuring they get maximum results in the form of views, leads, sales etc. for the minimum cost.
And here lies the difference between the two;
You cannot properly and accurate measure the results.
You run a Radio ad — how do you know how many listened?
You run an advert in a magazine — how many read it?
Sure, as part of your advert you can offer unique codes or links for people to take actions that you know are specific to those sources. But it’s not enough to learn how many went to a specific page or took a specific action. 10 conversions mean nothing, if you don’t know how many viewed your marketing in the first place. If you knew 10 viewed and 10 took action, you know your advert performed well. You get the idea.
Another option is asking new clients where they find out about you from. The difficulty with this is people just don’t remember. You’ll surely have a number of different touch points and the chances are clients have seen you on many. They could have easily been on your website, seen your social media ads, heard you on your radio. They’re not going to remember which came first.
Plus, it’s a bit of a pain having to ask clients this.
Does this mean then that Non-Digital Marketing is no use?
No, not entirely. People and their preferences are changing, and running Non-Digital Marketing is a nice change. Things like Direct Mail are coming back, and I predict 2020 will be the biggest year for Non-Digital Marketing in the last 10 years. But it’s important to know the difficulty with running this marketing, and finding ways to combat it’s weaknesses in result measurement.
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