What Actually Makes Digital Marketing Different
I have one confession to make before I start this post. I have been into Blogging for like 9 years now. Out of that nine years, I have been a Digital Marketer for about four years. Coupled with my experience as an individual, I can say it confidently that organizations can actually make more money from Digital Marketing than traditional marketing, provided they play their game well. In this article, I want to look at what makes Digital marketing different from other methods of attracting leads and gaining new customers.
Despite the fact that I have said that both traditional and digital marketing can work together. There are some factors that make their operations to be different.
Based on this fact, the digital marketer has to decide on how much he is going to invest in each of the media. He also needs to look at who he is targeting for each of the media that he is adopting. This is due to the fact that each of the media has a different type of audience but it is possible for some set of consumers to appreciate both traditional and digital marketing.
If you look at the traditional history of media. You will notice that the primary focus of media is to spread the message to as many consumers as possible so that they can respond to the messages and take action. Although, there is no way for that audience to respond to such messages. They can only read it and process it in their mind. This is where digital marketing is different because the audience can actually react to those messages. Some can even block channels where those ads are coming from through ads blocker.
A simple example is to look at the generational gap in media consumption. While 18-34-year-old adults in the US consume 20hrs 24mins of TV a week, 50+ years old consume 47hrs 18mins. On the other hand, 18-34 years old spend 14hrs 23mins on their smartphone against 8hrs 7mins 50+ in Q1 of 2016.
Studies have shown that the impact of physically reachable media, such as print, has a greater impact on memory than digital media. For example:
‘Direct mail requires 21% less cognitive effort to process than digital media (5.15 vs. 6.37), suggesting that it is both easier to understand and more memorable. Post-exposure memory tests validated what the cognitive load test revealed about direct mail’s memory encoding capabilities. When asked to cite the brand (company name) of an advertisement they had just seen, recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%).’ according to a Canada Post study. Rna by the TrueImpact neuro-marketing firm.
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