Digital marketing: competition or complement of traditional marketing?
The accelerated developments of digital media has created new opportunities for advertising and marketing, for this reason companies are increasingly aware of the importance of expanding its channels of communication with users, implemented new marketing strategies in the digital environment, which appear with new tools such as high speed networks with them the possibility of making actual measurements of each of the strategies employed, one of these is the digital marketing.
The digital marketing emerges at the end of the decade of the nineties from the need to implement traditional marketing techniques in digital environments, in order to promote or market products and services to consumers and businesses using digital means to achieve it.
The goal of digital marketing is to help companies to sell online in different media as the main social networks to keep active customers, also it allows greater control and monitoring of what our customers to use. The result is reflected in a receiving mutual benefit our customers and our organization, with the emergence of new channels of direct and effective communication between the two, achieving a closeness between people and organizations is difficult to find in traditional channels.
However, there are different views on the implementation of the different types of marketing, generating a debate among some companies that continue to use traditional marketing even though we’re in a digital age where most people are connected to their devices daily. On one side are those who posit a complement between the different types of marketing: Traditional and Digital, called “Blended Marketing”. On the other hand there are those who believe that should be fully differentiate between traditional marketing and digital marketing. However all depends on the client, the goals you want to achieve the customer, industry, market and target audiences to whom marketing strategies will address. Moreover, this should not be seen as a power struggle, both types of marketing are necessary and vital to a company, therefore should not focus on one of two edges, if not to seek a synergy that allows make the best of both sides for the company or client be benefited.
The main advantages found for companies that implement digital marketing are allowed to make available information what details the products or services of the company, offering comprehensive information customers, also reducing operating costs is achieved, fast delivery and updated market information immediately throughout the day, finding opportunities to open new markets, increase the global reach of the organization and improve internal communication and communication with customers. This tool also helps expand new markets, both nationally and internationally, facilitating information simultaneously worldwide, allowing to have a greater number of customers and the loyalty of existing customers. Note that in this strategy consumers go to the information and not the media seeks to target customers, with consumers netizens who initiated the communication link to be established.
Although this strategy has been successful for companies that implement it, it should be noted that there are some brands that are not yet determined to have a significant digital strategy. But over time, it is clear how traditional advertising strategies and methods used in radio, television, magazines and printed newspapers are giving way to investment in digital advertising, in this most important sense of this is know when to use each of the media.
Companies should be aware that market demands are increasing with globalization, therefore marketing techniques must change their paradigm to be at the forefront. If before distributors, media, and producers were those who had the power of opinion, now the focus must change the user. This is able to find what they want through the power of search engines (Google, Yahoo, Bing, etc.), and not only ask the media given if your decision is right, it also has the ability to read reviews, comments and ratings of other users.
In conclusion, the marketing has evolved as fast as the society in recent years. We are immersed in the new digital era where users can connect from anywhere in the world at any time and place, in this context, organizations have implemented strategies to closer ties and interaction with customers using different tools of digital marketing it is for this reason that marketing should not be judged separately, marketing must be seen as a set of tools and methods to bring our product to the customer. However, this depends heavily on the budgets, so it is important to define your strategy and know what kind of marketing works best for what you want, because the worst marketing is not planned.
