-By Ankita Dutta.
Traditional marketing versus influencer marketing is a question that many businesses are asking in today’s digital era. Traditional marketing includes a range of paid advertisements from print media, TV, and radio, to billboards and postal mails. Influencer marketing involves leveraging social media influencers to promote a service or product.
When it comes to business, the primary question is, which is better? Traditional marketing, with its tried and tested methods, or influencer marketing, which offers a fresh and authentic approach? Let us take a closer look.
Advantages of traditional marketing:
A major advantage of traditional marketing methods is the wide reach it offers. Television and radio advertisements, as well as print media, have large audiences that can be reached in one go. Another benefit is the ease of tracking ROI. This means that the number of ads placed, the number of mails sent, or the number of erected billboards can be tracked and calculations made to measure ROI.
Disadvantages of traditional marketing:
One of the most significant downsides of traditional marketing is the cost. The media used is often expensive, and prime time TV ads can be very costly. Additionally, people tend to ignore traditional advertisements or use ad-blocking tools that make it challenging to reach the target audience.
Advantages of influencer marketing:
Influencer marketing comes with several advantages, one of which is authenticity. Influencers usually have a loyal following base that trusts their opinion, and they have built up that following over time. This means that any endorsement by them is considered genuine. Another benefit is the more targeted audience, which enables businesses to reach their target audience more effectively.
Disadvantages of influencer marketing:
On the downside, influencer marketing can also be costly. The cost is usually dependent on the influencer’s following, engagement, and their fees. Some influencers may also not be as trustworthy as they appear, and while some promote products for money, others promote them based on genuine experiences and feedback.
Both traditional marketing and influencer marketing have their advantages and disadvantages. It mostly depends on the business’s objectives and the target audience. While traditional marketing has a wide reach, influencer marketing allows for a more targeted approach. Influencer marketing is also more authentic, but it can be costly. Businesses can adapt their marketing strategies accordingly to be effective and reach their goals.
However, in today’s world, influencer marketing is gaining more popularity given the rise of social media and the growing importance of the online presence of a brand. A Twitter study found that a user is more likely to make a purchase when exposed to both brand and influencer tweets with 5.2 times higher purchase intent. In conclusion, while both traditional marketing and influencer marketing have their places in marketing, the effectiveness of influencer marketing makes it a preferred choice in many instances.