Conventional marketing channels include print media including newspapers and magazines, flyers, television commercials, radio broadcasts, billboards, direct mail and telemarketing whereas Digital marketing Channels include websites, social media platforms, text messages, content marketing, banner and Google ads, online debates and discussions, blogs, pictures, videos and various infographics.
Conventional marketing is a great way to access a local small market with easy to understand material that has been tailor made for the targeted community. A Canadian Neuro-Marketing organization ‘Truelmpact’ concluded that as compared to digital marketing, conventional marketing techniques of hardcopy distribution had long term psychological effects particularly in brand recalling as it required 21% less cognitive power to process. However high costs associated with print and broadcast ad media and lack of accurate measures of marketing impact have severely affected and downsized conventional marketing techniques.
On the other hand, Digital Marketing provides complete autonomy to both the advertiser and the targeted user in how and what they want to view. It can help organizations in better quantifying the success of their marketing campaigns which can help in redefining of their business plans. Digital Marketing also enables businesses in interacting directly with their customers thereby providing them with real time customer care.
Although Digital Marketing has proven to have more dynamic benefits in terms of marketing impact however it is recommended that a judicial combination of both should be employed so as to target both local and widespread customer base by using the benefits of paper as well as the convenience of internet.
