Internet marketing and traditional marketing - what to choose?

A world without the Internet, smartphones and tablets? Today it is completely unthinkable. Millions of people use Facebook, Instagram and other social media channels every day and search the Internet for interesting information. How does this affect sales and business development? Is "offline" marketing still applicable? Internet marketing and traditional marketing - what to choose and how to promote your company in today's conditions?

What will you learn from the article?

Marketing internetowy stał się nieodłącznym elementem współczesnych strategii promocyjnych, umożliwiając firmom dotarcie do szerokiej grupy odbiorców za pośrednictwem internetu. W tym artykule przyjrzymy się, czym dokładnie jest marketing internetowy oraz jak różni się od tradycyjnych działań promocyjnych offline. Przytoczymy także inspirujące cytaty dotyczące roli marketingu internetowego w nowoczesnym świecie.

W dalszej części artykułu zbadamy, jak wygląda marketing w internecie w praktyce oraz porównamy go z tradycyjnymi formami promocji, odpowiadając na pytanie, jak najlepiej promować firmę w dzisiejszym, cyfrowym środowisku. Przyjrzymy się także wyzwaniom, które mogą czekać marketing internetowy w przyszłości, i zastanowimy się, czy lepszym wyborem jest marketing internetowy czy tradycyjny. Artykuł zakończymy wnioskami, które pomogą Ci zrozumieć, jak optymalnie wykorzystać obie formy promocji.

Czym jest marketing internetowy – definicja

Unlike traditional promotional methods, Internet marketing nie ma ograniczeń geograficznych. Będąc widocznym w internecie, masz szansę zostać dostrzeżonym przez potencjalnych klientów na całym świecie.

The Internet has become the preferred method of communication among modern consumers. Internet marketing gives you the opportunity to communicate directly with your customers in real time. Currently the most popular channels internet marketing are: website, social media, blogs, form, portals, e-mails and dedicated applications.

Internet marketing is an effective business tool:

• generates traffic on your website,
• provides new ways of establishing relationships with the market,
• builds trust,
• establishes relationships,
• builds a community,
• provides quick access to information about your company,
• facilitates research and data collection.

Although internet marketing performs many of the same functions as its traditional counterpart, it does it cheaper and more effectively. Importantly - reaching a much larger number of recipients at the same time.

Marketing internetowy to nie tylko prowadzenie swojej strony internetowej, choć to ona stanowi centralną platformę obecności Twojej marki w internecie. Pomaga zwiększyć świadomość istnienia twojej marki, zasięg komunikatów na temat Twojej marki oraz liczbę wirtualnych rozmów na temat Twojej marki. Marketing internetowy opiera się na komunikacji dwukierunkowej. Zamiast wrzucania nowych treści na swoje strony społecznościowe każdego tygodnia i mówienia głównie o tym, co sami uznamy za słuszne, pozwólmy naszym klientom rozmawiać i publikować własne posty. Kampanie, które proszą klientów, aby dzielili się pomysłami w jaki sposób lepiej używać produktu lub pokazują jak ktoś używa konkretnego produktu, przynoszą najlepsze rezultaty.

Internet marketing is all about going beyond customer expectations with the help of interpersonal connections initiated in the online world. The basic principle of internet marketing is communicating with customers where they are most often. Therefore, most of your attention should be focused on what is happening on the web outside of your website. In social media, industry portals, and discussion forms.

Czym charakteryzują się działania promocyjne offline?

Even though a great deal of marketing today is done online, multinational companies were selling millions of products before the internet was born. And they did it very effectively. The secret to effective sales was traditional marketing, i.e. offline marketing. Offline marketing is understood as all classic marketing activities and instruments that do not relate to the digital space.

The most popular techniques used in traditional marketing are, among others

• advertisements on billboards,
• commercials on TV and radio,
• handing out leaflets and putting up posters.

In fact, the choice of traditional forms of company promotion is very wide. Nevertheless, in the light of the growing importance of online promotion, many traditional marketing activities are losing their importance.

The biggest problems related to the use of traditional sales methods are, on the one hand, high distribution costs. For example, the price of an advertisement on TV is much higher than an effective advertising campaign in Google Ads. The problem is also the limited choice of the target group. For example, if we place a banner on one of the city's main streets, potential customers will surely see it. However, the vast majority of people who will see the banner will not be interested in your offer. The downside of traditional marketing is also passivity. Recipients cannot interact with the company or content, as is the case, for example, in internet marketing. Additionally, compared to online marketing, the effectiveness of offline marketing efforts is more difficult to measure.

Internet Marketing - Quotes

Seth Godin draws attention to the change that took place when the emphasis was shifted from traditional marketing activities to activities carried out as part of internet marketing. In his opinion, "Internet marketing is no longer about the things you do, but the stories you tell." What attracts users to our brand is content. The content is the most important in internet marketing.

Marketing internetowy vs marketing tradycyjny – różnice

The fundamental difference between traditional marketing and internet marketing is perfectly summed up by Doug Kessler - “Traditional marketing speaks to people. Internet Marketing talks to them. " Customers don't want to be sold to them; they want you to tell them. They want to know what they should consider in order to make an informed decision. When marketers, using the opportunities offered by online marketing, educate more than sell, they become trusted partners, not just suppliers or producers. This attitude generates value for the customer and influences their loyalty.

The essence of Internet marketing was perfectly summed up by Gary Vaynerchuk - "Give value, give value, give value, and then sell". If you have access to all channels of communication and technology, you can learn to actually communicate with each customer directly by marketing to millions.

You can easily and quickly learn about it:

• how customers spend their free time,
• what media they use and how often they do it,
• what are their interests,
• what is their attitude to the brand,
• what are their shopping habits and preferences,
• what they like and what they don't like
• what is the exact total value of purchases generated by them.

It is worth using all this knowledge to create value that you give your client before he decides to take advantage of your offer.

Internet marketing based on education is not only an effective strategy in marketing communication. It is also a very good strategy for customer experience. By guaranteeing the client support at the decision-making stage and providing information at every stage along the path of experiences that the client experiences in contact with your product and brand, you isolate yourself from the competition.

Co obejmuje marketing online?

Internet marketing, although conducted with the use of modern technologies, should still be based on experience marketing. This is highlighted by, inter alia, Neil Patel - “When you go to the store next door, the staff knows you. They may even start making your coffee for you before you order it. Why isn't this happening online? Why can't we recreate this cozy online experience? ” Ask yourself the key question about the psychological fulfillment your brand is helping to achieve. If you do this, you'll be able to see the value of your product in a completely different light - the way your customers' unconscious minds look at it. When people feel noticed and appreciated by the company they support, their satisfaction increases, which encourages further purchases and recommendations.

As noted by Marcin Żukowski, author of books on marketing in social media, “Internet marketing is quite a serious business. Although many people ignore it, it acts a bit like the wind (or the Holy Spirit - in the version for believers). Nobody sees it, but everyone feels it. It works exactly the same on the internet. The marketing we conduct should be like the wind - it is supposed to have the desired effect, but people do not have to be aware of it. "

Co przyniósł rozwój technologii w kontekście marketingu internetowego?

Along with the development and increase in access to the Internet, new means of communication and ways to promote the company have also appeared. Marketing on the Internet, or online marketing, is promoting products and services on the web. In this fast-growing market, new trends and solutions are constantly emerging. Nevertheless, the largest and most commonly used instruments are, among others:

• positioning in the Google search engine,
• keeping the company's profile in social media,
• advertising in Google Ads,
• Facebook Ads,
• cooperation with influencers,
• affiliate marketing,
• newsletters,
• webinars and podcasts.

Jak wygląda marketing w internecie?

Marketing on the Internet can be done through the use of multiple communication channels. The benefits of internet marketing are huge and nowadays, in many cases, online promotion is much cheaper than outdoor advertising and traditional marketing. Online advertising very quickly reaches the target group, and the creation of interesting content means that potential customers will reach the company's website themselves. On the other hand, the downside of internet marketing is that entrepreneurs must be ready to make frequent changes to their marketing strategy - new trends are constantly emerging on the internet, influencing the preferences of internet users.

Marketing internetowy a marketing tradycyjny – jak promować firmę?

Effective Online Marketing is definitely the best way to promote the company today. Thanks to a high position in search results, effective advertising campaigns and creative social media profiles, you can quickly reach many potential customers. However, this does not mean that all traditional marketing methods are outdated and ineffective. To really effectively promote your company, you should consider which communication channels and sales activities in the field of online and traditional marketing will be the best for your company. This means that instead of resigning from traditional marketing, it is worth integrating it into your marketing strategy based mainly on online activities.

When preparing a strategy that is to help you attract new customers, you must not forget about such an important phenomenon as modern communication. Marketing activities are not only sales. It is primarily building long-term relationships with current and potential customers and caring for a positive image of the company. People buy from companies that they really like and can relate to in some way. Therefore, public relations is more important to your company today than ever before.

Jakie wyzwania czekają marketing internetowy w przyszłości?

While the technologies used in internet marketing offer such enormous, never-before-available opportunities to take full advantage of them, there are some challenges we must face:

• Internet marketing tools are changing constantly. When marketers manage to master one tool, new ones emerge.

• Due to the possibilities offered by Internet marketing to reach with highly personalized communication, customers have become accustomed to it and expect it, which makes traditional marketing methods less effective

• Being able to manage at any time and at any time the breadth and depth of what Internet marketing channels enable to communicate with customers brings another challenge. Currently, we have to choose from the many available channels the ones that will be best for several customer segments. Then you need to adapt the versions of all components of each campaign to specific segments or model customers (person). In the next step - adapt the format to the requirements of each channel we want to use in order to be able to publish quickly and frequently. Then we should monitor social media discussions and review pages. What for? To be able to respond quickly because we don't want to lose customer interest, reputation or sales.

Marketing internetowy czy tradycyjnym? Wnioski

In order to conduct effective online marketing activities, we must develop an internet marketing strategy on the basis of which we will act. The strategy has to answer some fundamental questions:

• What is your internet presence purpose? Do we want to increase the recognition of the product, teach people how to use it, or maybe create new needs for the recipients? How will we measure our goal at the level of operational goals (e.g. a specific number of views of a given content, a specific level of audience engagement with the content)

• Who do you want to reach? Who do we want to reach with our content? Who is our target group and where will we find it? How we will match the channels, content and form of content to our target group

• What will we publish to achieve our goal? What topics will our content cover, what form will it have (text, video, audio, graphic, other), what will be the nature of the communication (loose, serious, direct, humorous, etc.)?

• Where will we publish? On what channel, on what website, and maybe on our website, on your own blog, on Facebook, on Twitter, Instagram, and elsewhere?

• How often will we post new content? What days and times? There is no golden rule as to the frequency of publication, you have to work it out yourself - so that it is comfortable for us, because then it will also be the most effective and effective for our recipients.

If you've been wondering what is the difference between internet marketing and traditional marketing, and which solutions to promote your company you should choose, then you already know our opinion - internet marketing activities should be your priority, but the occasional use of traditional sales methods can also bring very positive results .