Difference between traditional marketing and online

Marketing Online marketing responds to the call to action, online consumers initiate communication seeking information of interest and publicity.

Difference between traditional marketing and online | Websites Management | Marketing Online marketing responds to the call to action, online consumers initiate communication seeking information of interest and publicity

The Internet is a marketing medium that requires that specific rules and regulations be followed to do business effectively. Online marketing puts traditional television advertising methods on its head.

Instead of sending a message to a selected audience that answers the call to action or discards it, online consumers seek information and publicity. They, not the publicist, initiate the communication.

This means that advertisers have to deliver and create messages in entirely new ways. The main differences involve the following points:

  • Space
  • Time Image
  • creation
  • Communication direction
  • Interactivity
  • Call to action

Espacio

Previous advertising: Space is a good that is bought. It is expensive and finite. Regardless of the standardized size you buy (30 seconds on TV or commercial radio, a full-page ad in a newspaper or magazine.) You can hardly tell your story. You are required to leave out information due to limitations, restrictions and space costs.

New advertising: Space is unlimited and cheap. You can place an amount equivalent to an encyclopedia of information about your company and your products on the Internet for a modest amount of money. Because of this, you will elaborate messages tailored to the different types of buyers: those who seek information, those who are aware of money, those who are oriented towards value, etc. If they are visual, place photographs and videos. If you are interested in numbers, put lots of statistics.

Time

Previous advertising: Time is a good that is bought on the radio and on television. It is expensive and limited. There is a very short period of time to get a message through. Advertisers tend to try to create an image for the company or for the product through visual media due to these limitations.

New advertising: Time is what consumers spend. It is a valuable asset for them for two reasons: they are spending money for being online, and they are spending real time away from other businesses or other personal activities that they constantly need. To attract them to your store, keep them on your website, have them come back and tell their friends to visit; You must add value to your experiences on your online site.

The first step is to have good quality products and information displayed and information displayed in an attractive way. The second step is to add real value to the consumer experience (which will only be a tangential reference to your product, or sale or advertising as we know it today). For example:

  • Most banks allow their clients to check the balance of their online accounts
  • Package delivery services allow customers to locate their packages for free online
  • Some airlines have free information on travel for tourist destinations

These experiences help create goodwill among consumers by enriching the time they spend online.

Creation of images

Previous advertising: The images are created by static or moving photographs, music, lights and action. The images are paramount, the information is secondary. For example:

  • A cigar maker shows a cowboy ribbon on a horse that lights a cigar, creating the harsh image of the Marlboro Man
  • The door of a lustrous sports car opens, a woman's naked leg comes out, and seductive music is heard in the background while the announcer says: "The night belongs to Michelob."
  • It shows some teenagers having fun while playing volleyball on the beach and drinking Pepsi

In each of these cases, the image is created by words and photographs that trigger emotions. The information is not used at all.

New advertising: Images are created with information. Since the tools for audio and video on the Internet are not very refined, the main way to pass information is through the printed word, and Internet to the maximum that your sales scripts and information about the product can be written with hypertext, the This feature allows consumers to move from one data to another at will, instead of having to search the entire document in a linear format from start to finish.

Communication direction

Previous advertisement: The television transmits images and messages to people lying in an armchair, sitting passively, who can listen or ignore their message. If you have questions, the answers are not available immediately.

New advertising: Consumers seek your message. They choose to enter their cibertienda and read the information. Not only that, they expect communication to be interactive: they want to establish a line of communication with the company and know the answers to their questions quickly, if not immediately.

Right now, technology allows customers to find information in their store and send electronic messages to their staff. You must respond as soon as possible to create a relationship. The first step is to create a robot email, which immediately sends a prepared note to the consumer who sent him an electronic message, answering most of the questions he has.

Of course, people always ask questions in which their staff did not think, and send another note. At this point, human intervention is necessary to answer the question. This is good, since the action begins to build a relationship between the company and the consumer. From this exchange, good marketing specialists achieve a customer for life.

Interactivity

Previous advertising: You are watching television and the commercial of a new car appears. You like the vehicle and want more information. How much does it cost? What mileage does per liter of gas? Where is the local agency? The company does not say it. He does not have time to cover everything. A toll-free number appears quickly on the screen. Maybe I'll call them. Maybe forget that when the next commercial starts.

New advertising: You see the ad on television and really take an interest in the image. Read the network address on the television and connect to your Internet service to view the page. Find all the information you need and then move on to a car discussion group and read the messages that people have written about that car. Write your question and a few minutes later an owner of that vehicle responds, not a representative of the company. You get a world of information on which to base your purchase decision.

Calling for attention

Previous advertising: Orders are based on an appeal to emotions and fear. They sell out quickly! Latest on sale! This offer ends at the end of this week! Orders are also based on incentives Buy one, and get one free!

New advertising: Orders are based on information. Consumers seek answers to specific questions. If you have the right product and describe it in the right way, you will have greater opportunities to close the sale than if you resort to emotions.

How to have success online

"Being the first online not only establishes initiative, but accelerates the learning curve of doing business online."

Marketing specialists will be more successful if they follow these keys to the success of online marketing:

  • Know the new paradigms of marketing and online advertising
  • The customers send
  • The mass market has gone out of fashion: personalization is in force
  • Build relationships one at a time
  • Know the long-term value of the client
  • Provide mountains of information, not persuaded
  • Generate an interactive dialogue
  • Help the community
  • Free products attract interest
  • Adjustments in understanding and distortions over time
  • Being online is a competitive advantage

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Professor at the University of Guadalajara

Hugo Delgado Desarrollador y Diseñador Web en Puerto Vallarta

Professional in Web Development and SEO Positioning for more than 10 continuous years.
We have more than 200 certificates and recognitions in the Academic and Professional trajectory, including diploma certificates certified by Google.

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