A lot has been written about traditional marketing versus newer methods of interactive marketing by experts each trying to find out whether these two methods of marketing complement or contradict each other.
The field of marketing has undergone a sea change over the years. From catchy radio jingles to creative television ads, newspaper ads, pamphlets to newer techniques of blogging, social media marketing etc, we have come a long way.
The key difference between interactive marketing and traditional marketing are as follows:
Push vs. pull marketing strategy: -Traditional marketing strategies were based on a “push” methodology where managers were literally pushing the products onto the customers. On the other hand, interactive marketing acts on “pull methodology, where the power of selection lies with the customers.
In today’s world, the customer is king, and it is the responsibility of the business owners to cater to the whims and fancies of their clients. Interactive marketing is able to handle this aspect better. Interactive marketing promotes a two way communication as compared to traditional marketing, which is usually ruled by one way communication.
Fast response to real time situation: – By making use of interactive marketing, business owners are able to respond instantly to the changing environment and user input. This gives the advantage to business owners to understand the tastes and expectations of the customers.
Real time analysis: – Rather than depending on surveys and sample data that was used for creating traditional marketing strategy, an interactive marketing strategy could be defined by keeping in mind real time input from the clients. Spontaneous opinion of the users could help in better formulation of marketing strategy.
More interaction with customers: – Before making a purchase, today’s customers can get complete information about a product from different blogs, client testimonials, and product reviews thanks to interactive marketing. Customers are able to make informed decisions thanks to interactive marketing techniques.
Easy to win trust of customers: – Thanks to social media and the presence of the internet, it is easier for business owners to stay in contact with customers 24×7. The customers can find answers to their queries via online chat or by posting their questions in the discussion forum.
By making use of interactive marketing, a company can advertise its campaign across various platforms consequently. It is cheaper to advertise your product and services using different interactive marketing media. However, no one can deny the fact that newspapers and TVs are still effective; therefore, business owners still can’t do away with traditional marketing. An integrated approach is needed to come up with a winning marketing strategy.