what it is, main concepts and the differences in relation to Digital Marketing – WAU
You are probably already familiar with the concepts and applications of Digital Marketing. However, it is important not to neglect the relevance of Conventional Marketing in the market. In this text, you will learn more about the traditional approach and understand its differences for applied internet marketing.
Have you noticed that some brands are so consolidated in their niches that the public uses their names to refer to some products?
Think, for example, of a razor blade. You are likely to call it Gillete, even if the item is produced by a competitor of the American company.
This level can only be achieved with planning and executing an efficient strategy. It is not enough to create a quality product, you need to know how to work your image, position it correctly in the market and ensure that it adds value to the consumer.
If today we can use the internet to optimize the search for these goals, there was a time when the process was conducted differently.
In this article, we will explore Conventional Marketing and its main concepts and then point out its differences in relation to Digital Marketing. Check out!
What is Conventional Marketing?
To begin, it is important to note that the traditional marketing model should not be treated as outdated.
Although it is true that Digital Marketing is gaining more and more strength among companies, many still rely on efficient strategies that use the conventional approach.
That said, we can say that, even with the evolution of offline marketing in recent years, its concepts and techniques are still similar to those of before the digital transformation.
It is worth remembering that this is not an exclusively advertising activity. The conception of marketing is much more comprehensive than that, involving from the creation of the company’s identity to the choice of places to sell a product.
There are many definitions used to describe this activity, but few are as clear and direct as the one presented by Philip Kotler, in his book “Marketing Management”. According to the author, marketing is the act of supplying needs generating profit.
Although short, the statement is extremely accurate in its context. Thus, we can see Conventional Marketing as a set of efforts to establish a profitable relationship with the consumer market. What kind of efforts are these? That’s what we’ll see in the next topic.
What are your main concepts?
Since the market has become more open to the entry of other companies, encouraging competition, managers and academics have developed techniques and concepts for the best application of marketing.
One of the most important of these scholars was Jerome McCarthy, creator of the marketing mix.
The idea developed by McCarthy in 1960 is, until today, applied by most professionals in the field.
The marketing mix is a set that includes the 4 Ps that are considered the essential pillars of any market strategy: product, price, place and promotion.
Next, we’ll talk about each one.
The first P refers to an essential element in any company: the product. In the theory created by McCarthy, the importance of understanding everything that involves the item being offered by the business is emphasized. Only then is it feasible to create an efficient strategy.
Remember that Kotler linked marketing to meeting needs in order to generate profit? Well, to develop a successful product it is necessary, above all, to understand what kind of customer needs it can supply.
We know, however, that quality is no longer sufficient to guarantee the sale of an item. Therefore, other issues need to be addressed, such as:
- What colors, sizes and styles are offered?
- How, when and in what situation can the customer use it?
- How does it differ from other existing products?
In the pursuit of profit, it is impossible not to consider O price, which makes this P so important for the survival of any enterprise.
Therefore, in setting up a traditional marketing strategy, it is important to consider the following issues:
- What is the value of the product to the consumer?
- What are the price ranges for similar products on the market?
- How much is the consumer willing to pay for the item?
With the answers to these questions, it is possible to establish a balanced price, that is, that fits in the consumer’s pocket and, at the same time, generates return on their investment.
This P causes some confusion, starting with the name. In the original version, in English, the concept refers to the word placement, which can be understood as market placement. In the official translation, however, the word “square” was chosen in order to keep the initial letter.
That said, the idea of this element is structure the customer’s path to your product. This is part of the strategy responsible for defining points of sale, types of establishments and even positioning on market shelves.
Market placement is essential for the effective functioning of planning, since a product without an audience, however good it is, does not generate any kind of gain.
The last P is for promotion, but it should not be confused with liquidation actions or exclusive offers. Here, the meaning of the word is more focused to the way you are going to promote your brand and your product. That is, it is time to define how your marketing message will reach the consumer.
To do this, it is necessary to study the customer’s behavior and find him in the channels of his choice.
If your audience is made up of teenagers, for example, you won’t want to spend time advertising on TV channels with little audience in that age group.
With the investment in promoting your brand, you have the opportunity to win the top of mind of your consumers, as Gillete did.
This same goal, however, can be achieved less costly with a Digital Marketing approach. In the next topic, we will list the main differences between the two modalities.
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How does Digital Marketing differ from conventional?
The technological advances that have taken place in recent decades have completely changed our social structure. Through social networks, we we connect and interact with brands of our interest. Allied to other factors, this boosted the progress of Digital Marketing.
Unlike the traditional model, this approach allows a more efficient reach of the public. This is because, unlike advertisements on TVs, magazines and newspapers, the use of the internet for advertising purposes allows effective audience segmentation, increasing the impact of campaigns and enhancing engagement.
To take advantage of this characteristic, brands invest in the creation of personas. These characters represent the ideal customer of the company, replacing the idea of target audience, widely used in marketing outside the internet.
Although similar, the two concepts present marked differences. While the persona gathers both demographic data and insights into the client’s pains and motivations, the target audience is much less specific, treating the audience in a more general and less detailed way.
Thus, when treating the consumer in a more personalized way, Digital Marketing enables a return on investment bigger than the traditional. This is because, using the persona as a base, it is possible to create strategies that convert more efficiently, reducing the waste of resources.
Digital Media and Content Marketing
When we talk about the Digital Marketing ROI, it is important to emphasize that there are two dominant and divergent approaches in this area. One is the investment in advertising through digital media. Platforms like Google Adwords have complete features for you to reach your persona with advertisements.
While this may sound similar to what has been done for decades on TV and radio breaks, the idea here is different. To begin with, digital ad platforms enable deep audience segmentation, which enhances the conversion rate.
In addition, unlike what happens in conventional media, the collection is carried out according to the achievement of goals. That is, if the goal is to receive more clicks, you will only be charged as the audience performs these actions.
Content Marketing, on the other hand, invests in a more organic strategy. Through the production of quality content and the application of SEO techniques, it attracts the customer to your brand at no direct cost. The results have been shown to be excellent.
For this reason, Content Marketing is increasingly popular with managers in the field. According to the latest edition of Content Trends, 65.4% of companies using the strategy increased the production of content in 2019.
Knowing the different aspects of marketing is essential for any professional in the field. From this, with proper knowledge about the characteristics of your company, it is possible to define the most efficient approach to your goals.
Choosing between conventional and digital marketing, however, is not an obligation. The integration of the two strategies is even recommended to deal with the consumer 4.0. After all, even with the trend towards digitalization, we still place great value on physical experiences.
So, was the difference between traditional and digital marketing clear? The efficiency of the chosen approach depends directly on the quality of the team. So, download our ebook where we teach you how to achieve great results with small teams. Check out!