TRADITIONAL VS

DIGITAL MARKETING

ADAPTING TO A DIGITAL WORLD

Prepared by: Brandon Ng-See-Quan Photo: negativespace.coVia: pexels.com

OVERVIEW

2.DIGITAL

MARKETING

1.TRADITIONAL MARKETING

3.ADAPTING TO A DIGITAL WORLD

4.Final Advice

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TRADITIONAL MARKETING

Any type of promotion, advertising or campaign that has been in use by companies for years, and

has a proven success rate. [1]

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Most traditional marketing strategies fall under one of four categories:

print, broadcast, direct mail,

and telephone.[2]

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JUST DO IT

Nike’s traditional marketing campaign that helped rocket sales from

$800 million in 1988 to

$9.2 billion in 1998.[3]

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DIGITAL MARKETING

The marketing of products or services using digital channels to reach consumers.[4]

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Digital marketing extends to include

mobile phones (both SMS and MMS), social

media marketing, display advertising, search

engine marketing, and any other form of digital

media.[4]

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DOLLAR SHAVE CLUB

They initiated their product launch with a YouTube

video in 2012 that now has over 23 million views.[5]

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They were acquired in 2016 for

$1 billion by Unilever.[6]

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ADAPTING TO A DIGITAL WORLD

When nothing is occupying

my attention, the first thing I

do is reach for my phone.

65+: 10% agree

18 to 24 y.o.: 77% agree[7]

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I watch more TV programs

through catch-up/streamed TV

than live.

65+: 13%

18-24: 74%[7]

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More & more people are

looking at their phones

instead of their TV’s.

ATTENTION is changing,

marketing tactics must

change as well.

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Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.

Enter content marketing.[8]

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“Businesses must move from interruption marketing to

permission marketing.”

“Content marketing, is all the marketing that’s left.”

- Seth Godin[9]

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Content marketing is a strategic marketing approach focused

on creating and distributing valuable, relevant, and consistent

content to attract and retain a clearly-defined audience — and,

ultimately, to drive profitable customer action.[8]

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B2B companies that blog only 1-2 times a month generate 70 percent more leads than those that don’t blog at all.[10]

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78% of CMOs think custom content is the future of marketing.[11]

Marketers now spend 25% of

their budgets on content

marketing.[11]

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Digital marketing allows companies to

continually distribute great content in a

cost effective way.[12]

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FINAL ADVICE

Although digital marketing is increasing in

popularity and effectiveness, this does NOT mean

traditional marketing is ineffective.

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Test, test, test and determine which metrics

lead to the best ROI for YOUR company.

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Works Cited

[1] Higuera, V. (n.d.). Advantages & Disadvantages of Traditional Marketing. Retrieved October 22, 2016, from http://smallbusiness.chron.com/advantages-disadvantages-traditional-marketing-25573.htm

[2] Traditional Marketing | What is Traditional Marketing? (n.d.). Retrieved October 22, 2016, from http://www.marketing-schools.org/types-of-marketing/traditional-marketing.html

[3] Kolowich, L. (n.d.). 12 of the Best Marketing and Advertising Campaigns of All Time. Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.aspx#sm.000001olg7nmrtdghv1e2182gmvqa

[4] Digital Marketing Definition from Financial Times Lexicon. (n.d.). Retrieved October 22, 2016, from http://lexicon.ft.com/Term?term=digital-marketing

[5] Dubin, M., & Aniello, L. (2012, March 6). DollarShaveClub.com - Our Blades Are F***ing Great - YouTube. Retrieved October 22, 2016, from http://www.youtube.com/watch?v=ZUG9qYTJMs

[6] Sukhraj, R. (2016, July 21). How Dollar Shave Club Grew From Viral Video to $1 Billion ... Retrieved October 22, 2016, from https://www.impactbnd.com/blog/how-dollar-shave-club-grew-from-just-a-viral-video-to-a-615m-valuation-brand

Works Cited

*[7] Krashinsky, S. (2015, May 11). Advertisers cash in on attention spans of digitally savvy ... Retrieved October

22, 2016, from http://www.theglobeandmail.com/report-on-business/industry-news/marketing/microsoft-study-looks-at-attention-span-of-digitally-savvy-canadians/article24359527/

*[8] What Is Content Marketing? (n.d.). Retrieved October 22, 2016, from

http://contentmarketinginstitute.com/what-is-content-marketing/

*[9] Toole, C. (n.d.). Brands as publishers: Inside the content marketing trend ... Retrieved October 22, 2016,

from http://curve.gettyimages.com/article/brands-as-publishers-inside-the-content-marketing-trend

[10] Shea, P. (2011, June 13). New Marketing Data Shows More Content Means More Leads. Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/14951/New-Marketing-Data-Shows-More-Content-Means-More-Leads.aspx#sm.000001olg7nmrtdghv1e2182gmvqa

[11] Faull, J. (2013, August 20). Infographic: 78% of CMOs think custom content is the ... Retrieved October 22, 2016, from http://www.thedrum.com/news/2013/08/20/infographic-78-cmos-think-custom-content-future-marketing

*[12] Mercer, C. (n.d.). Traditional vs Online Marketing - Seriously Simple Marketing. Retrieved October 22,

2016, from http://seriouslysimplemarketing.com/traditional-vs-online-marketing/

* Lecture Sources