There is no argument on the success of traditional marketing; from printed ads through magazines and newspapers to radio and TV advertisements, it came a long way and helped many businesses be successful. But now is the digital world’s age, and as technology evolves, our form of marketing also adjusts. It would be best if you adapted, or your competitors will leave you behind.
Auto dealers may think that return on investment through the utilization of digital marketing may be less compared to the traditional method, but before you feel that way, take a moment and have a look at the research made by DealerSocket: Traditional advertising such as radio spots, TV ads, and billboards bring in an average total profit of $1,702 per vehicle, while digital marketing brings in $2,514 per sale. Consumers research and shop across digital channels, and dealers must go digital to target and acquire new auto customers. (v12data.com)
We are not saying that the Traditional method should be left behind and go fully digital; it has its own place and time. There are just some areas where digital marketing excels more than traditional marketing.
But before we start, let us go through the basics first before we compare these two approaches:
Traditional Marketing who?
In a simple explanation, Traditional marketing methods rely on offline strategies. From what you can read in the newspapers and magazines, what you can hear on the radio, what you can see on the television, and even word of mouth or referral is part of a traditional method. Any offline medium can be deemed as conventional marketing. This method has been around for as long as we can remember.
Digital Marketing, what?
It refers to advertising methods delivered through online or digital channels. Browsing your social media accounts and seeing ads at the side, watching videos and an ad will prompt, an email contenting products to sell are just some examples, to begin with. It is virtually using the internet to reach your prospects.
Now that we know the basics let us put Digital Marketing Vs. Traditional marketing to the viewpoint of the automotive industry and settle the argument and see which is better between these two marketing techniques:
Digital Marketing Vs. Traditional Marketing:
Measurable, improve, and get better results.
The question here is: how are you able to know if your marketing is working? Simple, track your progress, and measure your results over time.
Probably the most significant advantage of digital marketing, which is that you can measure your results accurately. For instance, you can measure your progress by using online metric tools or web analytics. You can also obtain detailed pieces of information on how customers use your website or how they respond to your advertisement. By measuring your real-time marketing operations, you can see which are working and which are not and make adjustments to get better results.
With traditional methods, you have no exact way to know how potential customers react to this advertisement, who clicked and shared your ads, or even who viewed the ad to learn more.
When you put an ad in the newspaper, you sit on the corner waiting for your message to reach your intended target audience. Of course, there are still some ways to increase the probability of success in this area with the traditional advertising strategy; however, it still does not offer the same target capabilities digital marketing can offer.
Through digital marketing, You can ensure that your target audience is the one viewing your ads. You were able to reach those customers who are surfing the world wide web for products relevant to your business, targeting those who are most likely to be interested in your products using demographic data stats.
With Digital marketing, you do not have to worry that you are spending a lot of money on ads that won’t reach your target audience. This marketing strategy will give you comfort, knowing that your marketing efforts worked.
The 20th century has been regarded by many as the Information Age, the era of computers, the modern time. Today, nearly everyone has access to the internet, and almost all of age has a phone or computer.
Think of the time you tried to buy a product, and you go to google search, look for the item, and gather the information you need. Your customers are no different! According to a study by SiriusDecisions, 67% of the buyer’s journey is now completed digitally. Consumers use digital channels to research and to decide which dealership to visit ultimately. (v12data.com)
It’s no wonder that automotive digital marketing is in-demand right now. Through the internet, you can effortlessly get connected to a potential consumer, unlike with traditional marketing.
Don’t even forget social media! There’s always a good chance that your potential clients are using social media platforms such as Facebook, Instagram, or Twitter, and digital advertising will surely help you reach them. Social media advertising will surely be a hit for auto dealers as a study from CMO Council shows that 1 in 4 car buyers talk about buying a new car on social media, and 38% say they will consult social sites before they purchase a vehicle. (v12data.com)
Not only will you be able to post and promote on these social media sites, but you will be able to reach and engage with customers. Remember as well that customer reviews matter. Customer spends a lot of time and money buying products, so one of the best things we can do is focus on customer reviews. Feedbacks from new clients and returning clients can strengthen the brand image and reputation.
With traditional marketing, It is very challenging to build a feeling of effortless conversation without making your client feels like you are trying to sell something to them, unlike digital marketing, where you can be as engaging as ever. This is something that traditional marketing doesn’t have.