MARKETING

IS DIGITAL STILL
OPTIONAL?

4 WAYS THAT DIGITAL MARKETING

CAN GROW YOUR BUSINESS BETTER
THAN TRADITIONAL MARKETING

Phone : Web : Email :

(720) 726-7757 MaxEffectMarketing.com info@maxeffectmarketing.com
 MARKETING
IS DIGITAL STILL
OPTIONAL?

CONTENTS

03 Introduction
04 4 Advantages: Customization
05 4 Advantages: Data!
06 4 Advantages: Flexibility
07 4 Advantages: Cost
08 Conclusion

Markeing: Is Digital Still Optional?

“The age of digital
marketing is upon us”...
is what we said 5 years ago.
MARKETING
IS DIGITAL STILL OPTIONAL?
The age of digital marketing is upon us…. Is
what we said 5 years ago. Now, we are smack
dab in the middle of the digital golden age
and it is only getting better, especially from a
marketing perspective. During the time that I
typed the opening sentence, digital marketing
has improved in some way across the globe.
It is a constantly transforming industry. If
you are not using digital to promote your
business by now, you have missed out - and
are currently missing out - on tremendous
opportunities every second. Not only is
digital the dominant force in the marketing
sphere - digital accounts for 56% of marketing
budgets on average – but it also presents
features that are not available in other forms
of “traditional marketing”. Advanced targeting,
tracking, multiple platforms, pixelation, and
of course data, are all features that are only
available on digital or are WAY better on digital
(psst – data). And that is just the tip of the
iceberg. Digital is more customizable, more
Markeing: Is Digital Still Optional?
convenient and much easier to correct (ever
try fixing a mistake on a postcard?). Not to
mention, the marketing industry is moving
in that direction. Brick and mortar stores are
closing across the country in favor of online
shopping. Newspapers are shutting down in
favor of online news sources. New technology
is ensuring that most people skip television
commercials (86% of people do!) and DNC
lists are stymying outbound sales. Digital is
the space where most people have migrated
to for EVERYTHING. News, shopping, talking to
friends, spending down time, watching videos
- are all primarily done online now, and the list
goes on and on. The first rule of marketing is
go where the people go. Well the people are
going to digital and so should you. Still don’t
believe that digital is the right solution for you?
Below are 4 additional reasons that digital
marketing far out distances its older and more
feeble cousins.
4 Ways Digital Marketing is
Superior to Traditional Marketing
1. CUSTOMIZATION
The primary element that separates digital is the
customization that is available. One of the primary
elements of customization is the advanced targeting
and retargeting that can be implemented into your
marketing plan. Imagine you have a product that
appeals to females ages 25-65. If you were to run a
television commercial for this product, how would you
do it? Millennials watch different TV then Gen Xers, who
both watch different TV then Baby Boomers. In order
to be effective, you would have to run commercials
at different times of day, during different shows.
That starts to add up in the budget. Also, you can’t
expect a Baby Boomer to get the message through a
commercial geared towards Millennials! Or vice versa!
There would need to be different commercials for each
generation. So, for this one product, you are talking
3 different commercials on 3 different networks at 3
different times. That is simply too much expense for a
lot of companies and IT MAKES NO SENSE!!!
Markeing: Is Digital Still Optional?
With digital, you can run 3 different ads at ZERO
additional expense, at different times on different
platforms, without all of the added production
and networks costs. Not to mention the targeting
parameters that can be established to ensure you’re
your ad ONLY is seen by people that fall in your target
demographic. The rise of social media marketing has
provided a gateway to acquiring customer data and
using that data to target them with marketing. With
digital, you can target demographic information (e.g.
age, gender, etc.), geographic location, PLUS income,
traits about people, shopping habits, you name it! With
digital, you can make it easy to put your product in front
of your ideal customer OR get your ideal customer
to find you! Customization is the heart of digital and
nearly anything is possible in the realm of digital
marketing. The biggest recommendation before you
start digital – on your own or with a firm – is that you
know your ideal client. The more you know your client
the deeper the targeting you can implement on your
digital marketing campaign and the more success
you will have.
 2. DATA!

Data is everything in digital. On the other hand, data digital tests can help you crack the code before you
collection for traditional marketing has always been push all your chips into the table.
an inexact science. Sure, demographics can be
Data can tell you where your conversions are happening
isolated for direct mailers and viewer/listener data is
and help you spend your money wisely. For example,
available for tv, but after that, it’s a crapshoot. With
if you are running different campaigns across various
Radio, when you run a commercial, you use the radios
platforms (social media, search engine, display, etc.),
demographic information to reach the people that
and you are receiving conversions, how do you know
are your target audience (males over 40 – sports talk
where they are coming from (I bet you know the
radio anyone?). However, your product is not going to
answer…). That’s right, data! Now you can allocate the
be appealing or even needed by everyone listening.
budget towards the marketing efforts that are yielding
That means you are GUESSING on what happens next.
results.
With digital you know. You know who is doing what,
There are a multitude of levels beyond the ones
where and you put your ads only in front of the people
discussed in this point on how to implement a strong
that meet your ideal client profile (see point 1) for
data program in your digital marketing plan. Most
your product or service. As stated in point 1 as well,
of the advanced data is not available in traditional
digital has data on financial, buying trends, conditions,
marketing. With traditional marketing you have a
interests, practically everything you need to know to
good deal of guesswork that goes into developing
close your client. And that is just the first descent into
conclusions, with digital all of the information you
the chasm that is data in the digital marketing sphere.
need is right there for the taking… case closed.
Utilizing all of the tools that are available to the digital
marketer (pixels, heat maps, etc.), you can track a
client through the entire sales funnel from interest to
sale. And what do you do when you have found your
ideal client? You input the data in digital and find a
million people just like them. Data can tell you what
is working and what is not working. Data allows for
testing before rolling out a full campaign launch. Just
because you think you have the greatest marketing
message ever, does not mean that the masses will
agree. Try testing a television commercial. You could
end up plunking down a bunch of upfront money to
SEND THE WRONG MESSAGE. Using data to do small

Markeing: Is Digital Still Optional?

 3. FLEXIBILITY
If you have ever done any traditional marketing, this
one should hit home for you. With radio, TV, newspaper,
direct mailers, billboards, etc., there is a long drawn
out design process with proofs and approvals and final
drafts. Production alone on much of this ad content
is one of the more expensive elements to traditional
marketing. And after everyone from the designer to
customer to printer to office manager has reviewed
the proof, and there is STILL a mistake? What do you
do then? Sure, if it’s the designer’s fault you may get
your next design on the house. But what happens to
all of the opportunities you miss out as the design,
review and release process starts over again? What
if you decide that it is not the right time to market a
specific product due to reasons you never considered
when creating the campaign? You can’t go back on
those decisions with traditional marketing.
Changes, adjustments and mistakes are not as big of a
deal with digital. Sure, no one wants to make mistakes,
but if a mistake does get made, isn’t it refreshing to
know that you can correct it without spending more
money or wasting ad dollars?
With digital, anything is possible. You can make 6
different ads quickly and run them all at the same
time to see which one works. The subtle changes
between image selection, content or call to actions
can make or break your marketing campaign, but you
would never know what is going to work without the
flexibility of digital.
Through traditional forms of marketing, if you wanted
to sell your product or service to people in Houston, TX
and Seattle, WA, you would have to make a connection
with local television, newspaper and radio vendors in
both markets to run the campaigns. You would have
to negotiate, work and communicate with different
people for different markets. Now, imagine if you had
Markeing: Is Digital Still Optional?
a product you wanted to market in the United States
and Tanzania? Traditional marketing becomes even
more complex at this level as you must consider how
ad is sold in other countries, how people check their
mail, what newspapers to target, what radio stations,
you get the idea. The sheer administrative work
that goes into traditional marketing on a large scale
makes it so much more complex to setup and manage
throughout. And spending more time WITHOUT the
luxury of advanced data.
Seems like a waste, doesn’t it?
With digital, the world is your marketplace, all you need
is a translator. If you had a product that you wanted
to market in Abu Dhabi and Moscow, just setup the
digital geographic targeting, translate the ads to the
appropriate market and off you go! This flexibility not
only saves you money, but time, which as everyone
knows equals money.
Once again, digital takes the guesswork out of
marketing. It opens the world to your amazing product
or service and it makes adjusting and fine tuning easy
and convenient. Not to say that a lot of work does not
go into to digital – there are countless hours spent on
design, research, targeting, data analysis, integration,
etc. – but if there is something that needs to be
changed on digital, it is a much quicker process than
trying to reshoot a TV commercial (just remember,
you can make commercials and still run them on
digital and get all of the data that accompanies the
campaign...) Or, if you have the perfect product to
sell in Brazil, you can get a campaign going without
having to establish all of the connections with local
marketing vendors. The flexibility of digital makes it
easier to customize, setup, launch, scale or adjust any
campaign.
 4. COST

If the above has not convinced you that digital at skipping, DVR, smartphone playlists, podcasts and tv
least needs to be a part of your marketing plan, this streaming services like Netflix or Hulu.
probably will put you over the edge. The cost for
With digital, that same $5K budget can put your ad
digital is much cheaper than any traditional marketing
in front of the same person MULTIPLE times, even in
avenue. Simple numbers tell the tale quickly. Compare
the same day across multiple platforms. When they
the cost per 1,000 impressions – how many ads are
check their Facebook, they see the ad, change to an
put out. For 1,000 impressions on digital it is $3.65
app, they see the ad and when they look at their email,
on average, while with Direct Mail Marketing, it is a
guess what? They see the ad. The next day when they
whopping $487.31. That is more than 133 times more
search something on Google, they see the ad again.
per 1,000 impressions! And all traditional marketing
This gives people time to examine what you are trying
is significantly more expensive just on this most
to communicate to them, digest it and make a rational
baseline of statistics. Radio is over 38 times more
decision. They say it takes 6-8 touches to close a
expensive and Primetime Broadcast Television is
sale, digital makes those touches so much easier and
almost 7 times more expensive. This means that
natural than traditional marketing.
each time you want your ad in front of 1,000 people
through traditional marketing, you will need to create In addition to the cost per impression and the
a much larger budget for these forms of marketing frequency to cost ratio, traditional marketing is also
to be effective long-term. That also means that leads more expensive because it cannot stand alone. Even
are more expensive to acquire, conversions are much with a solid traditional marketing plan, you will still
pricier, and repetition is almost nil. The list goes on need a digital presence. If people see your newspaper
and on. ad, but can’t find you online, you lose credibility with
the potential (now gone) customer. Digital is the
Frequency to cost ratio is also a factor when
only marketing platform that can touch people in all
calculating cost for your marketing campaign on
aspects of their life for a reasonable cost. This means
digital versus traditional marketing. For example, if
that if there is one marketing platform to start growing
you spend $5K on a mailer, a newspaper ad or any
your company, it is digital.
other print media, you have exactly 1 shot to get that
potential client’s attention – sure there is a small
chance at a second shot while they are throwing
your marketing in the recycle bin, but generally it is
just one. While mailers and newspapers end up in the
trash, television and radio fall victim to commercial

Markeing: Is Digital Still Optional?

 04
Conclusion
I hope I have shown you that there are
numerous advantages of digital over traditional
marketing. It’s cheaper, more customizable,
has better data and has flexibility not offered
in traditional marketing. Most importantly it is
the only marketing platform that can stand on
its own. So, if you are starting to market your
product or service, or planning to expand your
current marketing, I suggest you start with
digital. Everything is trending towards digital
being more important in your marketing plan
moving forward and there is no place like the
present to get going.
It is true that a really good marketing plan
should have elements of both, since different
people use different primary forms of media
(older people still look at the newspaper and
the mail). Not to mention, it is always a positive
for someone to see marketing on more than one
media outlet. This helps validate your company
and your product or service and builds trust
Markeing: Is Digital Still Optional?
among potential consumers. So, while digital
may be superior in the ways mentioned above,
the reality is that all marketing has a place in
your plan depending on the people you are
trying to target and your budget. However,
digital will be the foundation of that marketing
plan.
As you can see, if you have a limited marketing
budget, digital is likely the way you want to go.
Digital will provide you with the best opportunity
to make an ROI out of the gate given the cost
and other factors. The world is moving towards
digital. Every day more and more people get
their news, information and communicate via
digital. If this is where most people spend
their time, isn’t it the best avenue for recruiting
new clients? Examine a comprehensive digital
marketing plan to keep your company ahead
of the marketing game and find the digital
partners that will help you achieve all your
business goals!
 DIGITAL
MARKETING
ARE YOU READY TO
EMBRACE YOUR
BUSINESS’ FUTURE?
CALL US TODAY!

Contact Us
Phone : 720-726-7757
Email : info@maxeffectmarketing.com
Web : maxeffectmarketing.com