Marketing as defined by Dr. Philip Kotler, the world renowned Guru of marketing, is “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines measures and quantifies the size of the identified market and the profit potential.”
Any type of promotion, advertising or campaign that is used by companies which has a proven success rate is a part of Traditional Marketing. Methods of traditional marketing include print advertisements, TV Commercials, radio advertising, billboards, direct selling, flyers, magazines etc.
In simple terms refer to any marketing activities for a product or a service that takes place using a digital technology like internet, mobile or other display mediums is called Digital Marketing. Digital Marketing platforms are becoming more and more popular these days and are now incorporated in Marketing Plans. Digital marketing activities include search engine optimization, content marketing, search engine marketing , content automation, campaign marketing, influencer marketing, e-commerce marketing, social media optimization, social media marketing, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones which include SMS and MMS, callback and on-hold mobile ring tones.
The definition still remains the same but the way we look at it has changed in the recent years. We are in a phase of transition and such phases do not come every day. Technology doesn’t change every day but when it does, everyone has to adapt it and change with it. Today, the entire industry is in a phase of a change in the Technology – landscape. Industries are confused about their products and the marketers are confused about the channels. There has been a new addition to the Integrated Marketing Communications Budget of each company, the Digital Marketing domain. This includes everything from Social Media Marketing, Search Engine Optimization, Search Engine Marketing, Content Generation etc.
Where does India Stand?
India is ranked No. 3 in internet penetration and is soon said to beat USA to be No. 2 just behind China. It is one of the biggest markets for internet. India has shown a steady increase in the Internet users from 2014 to 2016. There is consistency of rise in the number of net surfers by is projected at least 50 million annually. According to the projected values, the growth will be at least 560 million users by the end of 2019. This gives a huge opportunity to the marketers to tap the market for their products and hence makes Digital Marketing an unparalleled tool for any company for the industries whose target group is present online.
The internet penetration is growing at such a fast rate that almost every alternate person you see has a smart phone. But I personally think that because of the advent of the Digital Marketing and the opportunity in the market for it will only affect the traditional marketing to a certain extent. Digital Marketing for me is an extension to traditional marketing and therefore will help in capitalizing on the investment done on the traditional mediums. Marketers have already realized this and hence have started having the right mix of both, the online and offline medium.
Integrated Marketing Communication
Top notch companies are coming out with campaigns which are a mixture of both online and offline marketing. If they invest on TV commercials then they make sure that they share it on every social medium. Be it Youtube, Facebook, Twitter etc. They want more and more people to connect with it. On television they have limited time to show their commercial but on social media they can refer to the entire campaign and have unlimited opportunity to engage the customers as it is a two way communication.
These activities are gaining popularity; there is no doubt in that but these activities replacing traditional marketing completely is the big question. Especially in a country like India where still most of the population loves watching the television, listening to the radio and reading the news paper.
Examples Teach You Better!
Let’s see the mixture of both online and offline marketing with one of the most famous products in India right now, Paperboat. It is a new product in the market and people are expecting a lot from it. Visit the site Paperboat Drinks to see how the product has the perfect mix of traditional and digital marketing.
The television commercial of the product was conceptualized by Lowe Lintas, one of the leading firms in the country and has won recognition all over. View the Paperboat TV Commercial. But the company doesn’t stop here. It goes on to promote and revolve the story of their basic believe of Memories around it through social media. They have a presence on all the social media platforms such as Facebook, Twitter, Instagram etc and keep on posting stories around memories and hence connect themselves with the audiences.
Therefore, for a company which has just started its journey and doesn’t have the funds to market itself through the traditional channels also turns to the digital marketing platforms as it gives them more return in lesser investment.
Will digital marketing completely take over traditional marketing is the million dollar question. I personally think it will be the perfect mix of traditional marketing and digital marketing in a perfect balance that the marketers will come out with.