Traditional Goliath Versus Online David Marketing
Posted by Patrick Murphy on Thu, Feb 10, 2011
Is your money on online marketing?
The main differences between traditional versus online marketing are the modes of communication and the nature of that communication. In traditional marketing terms, a business sees itself as an entity that produces, communicates and delivers to its audiences. Processes are put in place to ensure that the company operates with maximum efficiency.
Framework of traditional marketing
With the framework of traditional marketing, communication is also distinct as it characterised as one way and mass targeting. Think of the average advertising campaign launched by a company like Coca-cola. They will place ads on television or print large posters to appear on billboards. This type of advertising communicates one message to everyone, so even people who have never drank Coca-cola in their lives will be exposed to this message.
Framework of online marketing
Communicating within the framework of online marketing is the polar opposite of the traditional model insofar as every element of the communication is designed to accommodate direct communication with the customer or to answer very specific needs of the customer. Take SEO for example. Websites that are built with SEO in mind ensure that any time a customer enters a search term that specifically relate to that business’s services, that website will be found.
Online marketing is two way... what did you say?
Likewise companies that harness social media platforms open the door for two-way communication with their customers. Companies that have Facebook and Twitter accounts facilitate the opportunity to build closer relations with customers and get direct feedback from those customers.
In short, online marketing has the potential to become a single business unit within the existing framework of the company. A properly designed and managed website can become an additional sales and marketing team within the company, being used to build an extra level of relations with customers, further driving sales and revenue.
If you would like more information on how online marketing can enhance your business’s efficiencies, contact a member of SiliconCloud today.
Facebook for Business Survey, the results are in
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