Trying to Fit Digital Into the Traditional Marketing Box

New vs Old marketing

New vs Old marketing

The most dangerous phrase in the language is, “We’ve always done it this way.”
– Grace Hopper, Rear Admiral US Navy

We work with a wide variety of small businesses that use an even wider variety of ways to reach their target customers. From billboards to Google AdWords, we’ve probably seen it all. We even have a customer that (successfully) reaches his customers with a giant roller skate car!

People often assume that we’re anti traditional marketing just because we deal with the “new” marketing. That’s not necessarily true. In fact, traditional marketing (print, TV, radio) can yield great results. It’s also true that Internet marketing should have a lower cost per customer acquisition.

However, you can waste just as much money on your Internet marketing as you can a billboard on the side of the highway or a TV commercial. I strongly believe that there is a significant shift in how we attract and find the attention of our customers (hint: it’s currently in your hand or pocket), but that doesn’t mean small business owners aren’t thinking different as well.

Updating Your Marketing Mindset

Before Internet marketing, people strategized to build out goals and achieve them with their print, television, and radio ads. Sure, some people rushed through without putting much thought behind it, but they ultimately just didn’t buy anymore ad space if they were misled by a publisher or agency.

The Internet has provided small businesses with a wealth of opportunity when it comes to reaching their customers. Unfortunately, the accessibility of the Internet has caused an increase in really bad marketing habits. Things that worked in print media, such as catalogue advertisements, were copied over into the digital world. The message didn’t match the medium, or what the customers ultimately demanded from companies to participate in that medium.

Grace Hopper served in the US Navy from 1943 to 1986. One of her most famous quotes between entrepreneurs is, “The most dangerous phrase in the language is, ‘We’ve always done it this way'”.

If small businesses want take advantage of Internet marketing and the extreme opportunity that it can create, then they must learn look at things differently. What worked in print and TV, might not work in the digital world.

Is traditional marketing dead? Nope! Is customer acquisition more expensive with traditional marketing? Yes, in most cases, it’s a lot more expensive. Here’s the truth though; If you look at your traditional marketing and try to translate it over to the digital world, you’re going to end up wasting a lot of time and money.

Making the most of your Internet marketing means that you need to plan, strategize, and execute. It will require you to look at things with an open mind.

Did you enjoy this post? It would mean the world to me if you Liked, commented, or recommend it!

KEEP READING

How To
Guest Writer

Four Tips for Interacting with Customers Online!

Today, the way businesses interact with customers online can greatly impact their reputation and success. From handling customer praise to addressing complaints, maintaining proper online etiquette is essential.  Here are four tips for businesses to effectively engage with customers while navigating the realm of online feedback: 1. Respond Promptly and

Read More »
Blog
Guest Writer

ACTION! 4 Short-Form Video Tips to Help You Make Movie Magic

Short-form video is the number one form of content capturing eyes and ears online right now, but many businesses are hesitant to get started making and posting this kind of content for their business. Many fear they don’t have the technical knowledge to deal with filming and editing, some are

Read More »
Blog
Guest Writer

What’s Going on with TikTok?

TikTok, the wildly popular social media platform known for its short-form videos, has found itself at the center of a contentious debate at the federal government level. With concerns ranging from national security to data privacy, the push to ban TikTok has gained significant traction in recent months. At the

Read More »
Blog
Steven Saxton

Five Web Terms You Should Know!

With a history spanning over 30 years, the internet seems to come up with a new technological term every day! It’s hard to keep up, so here are five important web terms you should know to help keep you and your business current! Hosting: The place where your website lives

Read More »
Blog
Guest Writer

Why Is Two-Factor Authentication So Important?

Today we are dominated by digital interactions, so protecting our online accounts and sensitive information has become paramount. One of the most effective tools in this regard is two-factor authentication (2FA). But what exactly is 2FA, why is it so crucial, and how can you enable it across various platforms?

Read More »