The Great Debate: Digital Vs Traditional Marketing

The Great Debate: Digital Marketing vs The Letter Box Drop

I attended a Sydney Marketing function in June this year held by the popular Real Estate platform, RateMyAgent, and led by CEO, Mark Armstrong. His presentation was aimed at addressing the evolution of communication with an audience based on how quickly the commercial environment is changing today. This is both a relevant and tough debate, indeed!

While this event was Real Estate specific, it is a topical discussion being held across every industry and every market around the world in all boardrooms and strategy meetings: digital vs traditional marketing.

Where do we spend our precious budget to get the most cut through to engage our audiences and achieve our organisational goals?

So, it’s finally time to analyse both sides and get to the bottom of this debate.

Where Are Our Customers?

Effective Marketing is all about your audience. This is never up for dispute as we all know it to be true. Knowing that, it may be time to take a step back and consider that age old question: have we thought about our customer?

Recent research shows that 87% of consumers now search online for reviews to determine the quality of a local business, and I’m sure that statistic is pretty similar for how people are researching product information too. This is a big shift in behaviour from only a couple of years ago. Organisations didn’t start this- consumers did. We did. We, as people, changed the game, and organisations today are hugely naïve if they don’t think people are already doing most of their research before even contacting your business.

As An Example

Mark Armstrong said his son needed an internet router for his house the other day, and at first, he had no clue what a router even was. In about ten minutes online, he become a pro with all of the brands, prices and specifications, then went straight into a local store, went to the shelf and purchased it without speaking to anyone in store.

This is very indicative of the modern customer.

The Digital Interview

Today, it’s all about ‘the digital interview’- in other words, searching online to find more information about a person or business without actually contacting them. Online dating, LinkedIn, Facebook, websites- it’s all about research before meeting in person. Around 70% of customers make up their mind before that stage, which is something businesses need to accept and adapt to.

While statistics are always fickle, all you need to do is think about your own customer’s behaviour, and you instantly know this to be true. Hardly ever does a customer go in unprepared or uninformed.

They’re All Online

How often do we go to a bar or a restaurant, and find everyone looking at a screen? It’s a sad reality, but a reality none the less. That is where your customer is! On their digital device.

People aren’t looking for reviews and information in your physical office or in your marketing collateral – they are looking online. So, being there for your audience is absolutely crucial for your business success.
It’s all about your audience, after all.

The Three Arguments: Digital vs Traditional Marketing

There are the three main considerations when deciding the pros and cons of new digital marketing versus more traditional methods, like the letter box drop or print.

(1) Cost
(2) Effectiveness
(3) Accountability

COST

As a general rule, more traditional methods tend to be far more costly in so many ways. It’s expensive to design, print and physically deliver materials like these. Now look at digital methods: it’s almost instant, requires little design due to templates, and the reach is not physically limited, meaning you can get ten times the exposure for around one-tenth of the cost.

They seem to be light years apart on the cost front.

For example, a client came to me recently and told me that the only advertising he was doing was on the back of local shopper dockets, which wasn’t giving him any tangible results, but was still costing him a few hundred dollars a month. For a fraction of this cost, I put his adverts onto Facebook and Google, and he immediately noticed the difference in leads generated!

EFFECTIVENESS

How long do letterbox drops, print media and even mainstream advertising last?
Think about a letterbox specifically. The printed material sits in an office, then in a mail box all day. Then, when your audience gets home, are they truly engaged when they check their letterbox, stumbling in from work? They are coming home with the shopping, or wrangling the kids. This material has literally one second to capture them in amongst the rest of the clutter, and is so easy to ignore. That’s not to say it doesn’t occasionally work, but the chance of engagement is very low.

Now, consider digital ads. It stays online for a much longer time, and due to the customisable nature of online targeting, it can pop up when the customer is more engaged and in the right headspace. It meets them on their terms, like when they are on their phone killing time, or browsing on a website, and so on. They can also interact with it by clicking on it, watching it, zooming in on it, saving it and much more.

In comparison, think about when you hear a radio ad or see a TV ad: you have to remember and recall the advert at a later time for it to have any impact. This means your audience has to spend the effort to remember to act on it at a later time when it’s more relevant, such as when they get out of the car. Making this worse today is that we are constantly bombarded by ads and messages, which means that it’s very hard to keep one specific advert in your mind. You can’t rely on your customer recalling the message – you need to make it easy and at their fingertips.

Digitally, your customer can fully interact at the very point they experience the piece of content, meaning engagement is far greater.

ACCOUNTABILITY

Which technique truly works? What really has cut through and metrics to measure it? If you ask most organisations who spend budget yearly on letterbox drops, for example, they will say things like “$50,000 a year”, and then if you ask them “does this work?”, all they do is shrug their shoulders.

The problem is, some businesses get into a rut of “it’s how we’ve always done it.” This represents a concerning shortfall in our perspective and our priorities. Our industries are too tough and our competitors too smart for us to be thinking this way anymore.

On the digital marketing side, with retarget marketing and tracking cookies, online communication and adverts are able to serve up your communication to more defined and far better aligned demographics. Your adverts are more intelligent because they learn about the behaviour of your audience and adapt to how they consume content, then works out where and when to best display your marketing.

The Three Battlegrounds of Marketing

From the 1960ies, there has been an evolution of Marketing and communication battlegrounds based on how we built our customer database.

(1) The Physical Address

Organisations clambered to obtain the physical addresses of customers to communicate with them physically, either with a sales person, door knocking or letter box communications.

(2) The Email Address

Next, emails went through an effective stage and businesses rushed to fill their databases with everyone’s @.com address. However today, we have found this to be far less effective do the quantity of spam everyone receives daily.

(3) The Computer Address

People live on their mobiles and tablets now- this is where they are today. The battlefield has become exposure based on IP address online. Building a database of tracking cookies has become the Marketing battleground of today.

While these IP addresses are kept private due to Privacy Laws and you never get the actual details, it doesn’t matter as you can rest assured that this technology is getting your message in front of the right people. Then tracking success comes from the metrics and analytics behind these interactions.
The core essence of Marketing hasn’t changed across any of the above battlegrounds: it’s always been about reaching your audience. The only thing that has changes is how- and this is a direct result from how the marketplace and consumer behaviour is evolving.

What is it about Digital Marketing then?

Digital Marketing is effective because it is customisable. It can target specific demographics to ensure that the best audience is getting your adverts and content at the right times.

The following are three combined ways of how digital marketing finds your audience.

(1) Location

Google tags computers with a geographical location. While letterbox drops can do the same, location is where the comparison ends. Digital is able to combine location with the following two qualifiers to ensure that your message is tailored, rather than mass distributed to just anyone.

For example, in the Real Estate industry, around 70% of residences are investor controlled, which means letterbox drops are ineffective because the people receiving the materials are not the decision makers and therefore not finding themselves in the hands of the right people. Digital equivalents would use location and the following two to ensure it is being fed to the right customers.

(2) Browsing History

It is the fact above that allows digital marketing to take it one step further. The history of your browser paints a picture of the type of person your customer is and their interests, which means that adverts can be served up to match this. It’s not a perfectly accurate science, however due to the cost effectiveness of digital marketing, it has a far better cut through and success rate.

(3) Remarketing and Tracking Cookies

As you move from website to website, tracking cookies embed themselves into your web browser to allow the content be catered specifically to you, so you are not receiving irrelevant messages. This allows advertising content to be shown to a relevant audience rather than just anyone.

Where is Marketing Heading Next?

Given that digital marketing is following around your ideal customer and delivering them relevant content, it seems to be working effectively at the moment. However, if I know Marketing the way I think I do, the next stage will be empathetic retarget marketing, which means showing the advert not just anywhere on any website, but when the person is browsing material that is contextually relevant.

For example, when your customer, who has already been identified as interested in Real Estate, reaches a Real Estate or property website, the ad will be displayed, as opposed to how it is now, where it comes up on any website they may be looking at.

It’s all about being in front of the right customer when they are in the right frame of mind.

Your Mind And Your Enthusiasm Will Enable You To Build a Successful Business – No Doubt!

Do you know the secret of success? Do you know what to do to build a successful business? Do you know why many people out there fail to succeed in their businesses and in their life? One of the reasons is having a poor MIND coupled with lack of ENTHUSIASM. Your mind and your enthusiasm contribute 100% to the success of your business regardless of the level of your education.

The question now is “How do you use your mind to succeed in your business?” One thing you need to know is that everything you see around us had to be first an idea in the mind. Your mind is a storehouse of wisdom, understanding, intelligence and a source of ideas. What you store in your mind is what you get. If you practice success for your business, your mind will provide you with ways to succeed. It will give you ways to market your business to success.

If you think you can do your home business and succeed, then you can. That’s the principle you need to adopt. But if you think you can’t, the chances are that you cannot. We all have the same mind to start a business but the question is “How can we make full use of it to build successful businesses?” The answer is in having a lot of ENTHUSIASM to do our business. This is what separates winners from ordinary people.

ENTHUSIASM is the eagerness about doing or achieving something. It acts as a catalyst and motivator to do things. You MUST BE ENTHUSIASTIC about your business to get the energy and the wisdom to turn it into a successful business. Your mind is a success machine, which ordinary people never learn to use to succeed in their businesses. The day they learn to use it, they are no longer ordinary people and success becomes their trade name.

Whatever you program your mind to do, it will accomplish. Mentally think about your business succeeding, your mind will figure out ways for you to make it successful. Mentally think about your business failing, your mind will get for you a way to fail. This is why you need to be careful with what you set your heart on. It surely becomes yours.

Whatever the mind of man can conceive and believe, it can achieve. One famous criminologist stated that “When men first come into contact with crime, they abhor it (hate it). If they remain in contact with crime, they become accustomed to it, and endure it. If they remain in contact with it long enough, they finally embrace it, and become influenced by it”. This explains how the mind works.

If you want to do a successful business, spend your time working on it every day. Focus your mind to attain your desires through VISUALISATION, which is a practice of seeing your desires in your imagination day and night. Your subconscious mind works on your desires, picks facts and gives you answers through creativity.

As I conclude, I would like to remind you that enthusiasm is a key to building a successful business. Be enthusiastic about whatever task you do. Focus your mind on ideas and actions that will help you to succeed in your home business. You will obviously succeed and be counted among the highly successful people.

Two Different Types of Digital Signage Solutions For Your Business

Digital signage solutions are forms of advertising that will allow you to deliver highly targeted information and interactive messages to your audience. It is also the best way to promote your company or brand without burning a hole in your pocket. Digital solutions are being exploited everywhere, and you can see different forms of it wherever you go. This article will help you learn more about the two different types of digital signage solutions, including the benefits that you can get from each of them.

Signage HD Pro

This is a very simple type of digital signage solution which are often used at restaurants, conference centers, and airports. Signage HD Pro is also one of the most affordable digital solutions that you can get, and this will help you display all the information that you want to deliver to your audience.

Signage HD Pro is a digital solution that is being managed with the help of a TCP/IP network, allowing you to remotely manage the messages on your board. It will also allow you to display videos, and high definition graphics, allowing you to deliver a more compelling form of advertising that interacts with your audience.

In order for you to use the TCP/IP network properly; you can install add-ons such as mouse, keyboard, and touch screens to help you deliver more interactive information. A lot of people choose Signage HD Pro due to its price, and accessibility.

Video Wall Solution

This is a form of digital signage solutions that will allow you to display high quality videos, live streaming and high quality presentations to your audience using multiple monitors at the same time. This is preferred by people who would like to reach a wider range of audience, making their advertising more productive and effective.

Installing and managing Video Wall Solution is very easy, and with the help of signage software, you will be able to play with your digital signage solutions with ease. As a matter of fact, there are programs that are designed to help amateurs to easily use the digital solutions that they have.

These are the two types of digital solutions that you can use for your business. Always remember that both of these digital solutions will help you promote your company or brand. Your choice will depend on the scale of advertising that you want to make, and the needs of your business when it comes to digital signage solutions.

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