The Great Debate: Digital Vs Traditional Marketing

The Great Debate: Digital Marketing vs The Letter Box Drop

I attended a Sydney Marketing function in June this year held by the popular Real Estate platform, RateMyAgent, and led by CEO, Mark Armstrong. His presentation was aimed at addressing the evolution of communication with an audience based on how quickly the commercial environment is changing today. This is both a relevant and tough debate, indeed!

While this event was Real Estate specific, it is a topical discussion being held across every industry and every market around the world in all boardrooms and strategy meetings: digital vs traditional marketing.

Where do we spend our precious budget to get the most cut through to engage our audiences and achieve our organisational goals?

So, it’s finally time to analyse both sides and get to the bottom of this debate.

Where Are Our Customers?

Effective Marketing is all about your audience. This is never up for dispute as we all know it to be true. Knowing that, it may be time to take a step back and consider that age old question: have we thought about our customer?

Recent research shows that 87% of consumers now search online for reviews to determine the quality of a local business, and I’m sure that statistic is pretty similar for how people are researching product information too. This is a big shift in behaviour from only a couple of years ago. Organisations didn’t start this- consumers did. We did. We, as people, changed the game, and organisations today are hugely naïve if they don’t think people are already doing most of their research before even contacting your business.

As An Example

Mark Armstrong said his son needed an internet router for his house the other day, and at first, he had no clue what a router even was. In about ten minutes online, he become a pro with all of the brands, prices and specifications, then went straight into a local store, went to the shelf and purchased it without speaking to anyone in store.

This is very indicative of the modern customer.

The Digital Interview

Today, it’s all about ‘the digital interview’- in other words, searching online to find more information about a person or business without actually contacting them. Online dating, LinkedIn, Facebook, websites- it’s all about research before meeting in person. Around 70% of customers make up their mind before that stage, which is something businesses need to accept and adapt to.

While statistics are always fickle, all you need to do is think about your own customer’s behaviour, and you instantly know this to be true. Hardly ever does a customer go in unprepared or uninformed.

They’re All Online

How often do we go to a bar or a restaurant, and find everyone looking at a screen? It’s a sad reality, but a reality none the less. That is where your customer is! On their digital device.

People aren’t looking for reviews and information in your physical office or in your marketing collateral – they are looking online. So, being there for your audience is absolutely crucial for your business success.
It’s all about your audience, after all.

The Three Arguments: Digital vs Traditional Marketing

There are the three main considerations when deciding the pros and cons of new digital marketing versus more traditional methods, like the letter box drop or print.

(1) Cost
(2) Effectiveness
(3) Accountability

COST

As a general rule, more traditional methods tend to be far more costly in so many ways. It’s expensive to design, print and physically deliver materials like these. Now look at digital methods: it’s almost instant, requires little design due to templates, and the reach is not physically limited, meaning you can get ten times the exposure for around one-tenth of the cost.

They seem to be light years apart on the cost front.

For example, a client came to me recently and told me that the only advertising he was doing was on the back of local shopper dockets, which wasn’t giving him any tangible results, but was still costing him a few hundred dollars a month. For a fraction of this cost, I put his adverts onto Facebook and Google, and he immediately noticed the difference in leads generated!

EFFECTIVENESS

How long do letterbox drops, print media and even mainstream advertising last?
Think about a letterbox specifically. The printed material sits in an office, then in a mail box all day. Then, when your audience gets home, are they truly engaged when they check their letterbox, stumbling in from work? They are coming home with the shopping, or wrangling the kids. This material has literally one second to capture them in amongst the rest of the clutter, and is so easy to ignore. That’s not to say it doesn’t occasionally work, but the chance of engagement is very low.

Now, consider digital ads. It stays online for a much longer time, and due to the customisable nature of online targeting, it can pop up when the customer is more engaged and in the right headspace. It meets them on their terms, like when they are on their phone killing time, or browsing on a website, and so on. They can also interact with it by clicking on it, watching it, zooming in on it, saving it and much more.

In comparison, think about when you hear a radio ad or see a TV ad: you have to remember and recall the advert at a later time for it to have any impact. This means your audience has to spend the effort to remember to act on it at a later time when it’s more relevant, such as when they get out of the car. Making this worse today is that we are constantly bombarded by ads and messages, which means that it’s very hard to keep one specific advert in your mind. You can’t rely on your customer recalling the message – you need to make it easy and at their fingertips.

Digitally, your customer can fully interact at the very point they experience the piece of content, meaning engagement is far greater.

ACCOUNTABILITY

Which technique truly works? What really has cut through and metrics to measure it? If you ask most organisations who spend budget yearly on letterbox drops, for example, they will say things like “$50,000 a year”, and then if you ask them “does this work?”, all they do is shrug their shoulders.

The problem is, some businesses get into a rut of “it’s how we’ve always done it.” This represents a concerning shortfall in our perspective and our priorities. Our industries are too tough and our competitors too smart for us to be thinking this way anymore.

On the digital marketing side, with retarget marketing and tracking cookies, online communication and adverts are able to serve up your communication to more defined and far better aligned demographics. Your adverts are more intelligent because they learn about the behaviour of your audience and adapt to how they consume content, then works out where and when to best display your marketing.

The Three Battlegrounds of Marketing

From the 1960ies, there has been an evolution of Marketing and communication battlegrounds based on how we built our customer database.

(1) The Physical Address

Organisations clambered to obtain the physical addresses of customers to communicate with them physically, either with a sales person, door knocking or letter box communications.

(2) The Email Address

Next, emails went through an effective stage and businesses rushed to fill their databases with everyone’s @.com address. However today, we have found this to be far less effective do the quantity of spam everyone receives daily.

(3) The Computer Address

People live on their mobiles and tablets now- this is where they are today. The battlefield has become exposure based on IP address online. Building a database of tracking cookies has become the Marketing battleground of today.

While these IP addresses are kept private due to Privacy Laws and you never get the actual details, it doesn’t matter as you can rest assured that this technology is getting your message in front of the right people. Then tracking success comes from the metrics and analytics behind these interactions.
The core essence of Marketing hasn’t changed across any of the above battlegrounds: it’s always been about reaching your audience. The only thing that has changes is how- and this is a direct result from how the marketplace and consumer behaviour is evolving.

What is it about Digital Marketing then?

Digital Marketing is effective because it is customisable. It can target specific demographics to ensure that the best audience is getting your adverts and content at the right times.

The following are three combined ways of how digital marketing finds your audience.

(1) Location

Google tags computers with a geographical location. While letterbox drops can do the same, location is where the comparison ends. Digital is able to combine location with the following two qualifiers to ensure that your message is tailored, rather than mass distributed to just anyone.

For example, in the Real Estate industry, around 70% of residences are investor controlled, which means letterbox drops are ineffective because the people receiving the materials are not the decision makers and therefore not finding themselves in the hands of the right people. Digital equivalents would use location and the following two to ensure it is being fed to the right customers.

(2) Browsing History

It is the fact above that allows digital marketing to take it one step further. The history of your browser paints a picture of the type of person your customer is and their interests, which means that adverts can be served up to match this. It’s not a perfectly accurate science, however due to the cost effectiveness of digital marketing, it has a far better cut through and success rate.

(3) Remarketing and Tracking Cookies

As you move from website to website, tracking cookies embed themselves into your web browser to allow the content be catered specifically to you, so you are not receiving irrelevant messages. This allows advertising content to be shown to a relevant audience rather than just anyone.

Where is Marketing Heading Next?

Given that digital marketing is following around your ideal customer and delivering them relevant content, it seems to be working effectively at the moment. However, if I know Marketing the way I think I do, the next stage will be empathetic retarget marketing, which means showing the advert not just anywhere on any website, but when the person is browsing material that is contextually relevant.

For example, when your customer, who has already been identified as interested in Real Estate, reaches a Real Estate or property website, the ad will be displayed, as opposed to how it is now, where it comes up on any website they may be looking at.

It’s all about being in front of the right customer when they are in the right frame of mind.

Secrets of Successful Business Relationships Online

Operating a successful business is largely about building and maintaining relationships. Sure, your customers are concerned about price, quality, service, etc., but the most successful businesses are those that work to develop a relationship with their customers. Look at Wal-Mart, for example. Do you really need someone handing you a shopping cart on your way in the store? No, but they always hire a nice, elderly type people who smile and says hello to you as you walk in. That’s relationship building!

Truth is people will often pay more for something if they have established some kind of personal connection with the person or persons within the business. Certainly, such relationships lead to repeat business, whether you run a grocery store, a restaurant, a sporting goods store, or a movie theater.

For most of us, it’s not often that we develop substantial relationships with people at the places we frequent. This is due to a number of reasons; maybe the store is large and has many employees and therefore you never really see the same people with each visit, sometimes it’s just a quick stop or perhaps you don’t visit all that frequently. But if you think about it, there are probably places you go often, where you have established some kind of relational bond with someone who works there. It’s that kind of familiarity that keeps bringing you back. And of course, not every place of business can develop an intimate relationship with every customer, but those that try are often more successful than those that don’t.

Building Business Relationships Online

While online businesses lack the ability to build relationships face-to-face, this does not negate the importance of building relationships with your customers–you just have to go about it a bit differently. In part, this is accomplished through your website itself, sometimes through email communications, and occasionally over the phone. Since the website is usually your first point of contact, and therefore the point where you establish your first impression, it’s vital that your website do all that it can to set the groundwork for building a strong relationship. The website can’t do everything for you, but if your visitors come and leave without ever having made even a superficial contact with a person or a persona worked into the site copy, they will leave without having established any sort of intimacy, and therefore no sense of “connection,” with you or your business.

I found the following quote the other day in regard to building relationships with people in a personal sense, but I felt it also applies to building relationships for business as well:

People are insecure; give them confidence.

People want to feel special; compliment them.

People desire a better tomorrow; show them hope.

People need to be understood; listen to them.

People are selfish; speak to their needs first.

People are emotionally low; encourage them.

People want to be associated with success; help them win.

–Pete Vossler

While all of the above are generalities, they do largely apply to most people, regardless of how successful, “important” or how well-known they are. And of course, it also applies to the average Joe and Jane Doe web surfer looking for a place where they feel comfortable handing over their money. So how do you go about building relationships with your potential customers online? Glad you asked.

People are Insecure; Give Them Confidence

It’s easy to buy from a brick and mortar store where you see real faces involved. Even if it’s some 16-year old kid, with numerous body-piercings standing behind the counter, you have confidence that when he takes your credit card he won’t be stealing the numbers. This kind of confidence in the buying process is lost online. My biggest issue with buying products online is the return process if, for whatever reason, something goes wrong. It’s easy to drive back to Target and return something you don’t want. But online, once the purchase is made, the return process is more cumbersome and often results in extra shipping fees.

You need to give your visitors confidence, not only in the security of the purchase process, but also in the quality of your products, their expectations and your policies and procedures in case something doesn’t go as expected. This is most easily accomplished through making sure you have pages on your site that address each of these issues, and clear and obvious links in the places where the customer will be most looking for them. For example, your product pages might need an obvious link to your return policies page–even if that link is already available through the main navigation.

People Want to Feel Special; Compliment Them

Who doesn’t want to feel special? A compliment goes a long, long way in helping to establish that mental relationship. How do you compliment someone you don’t know? Some simply ways are to write these compliments into your content, “You’re obviously looking for quality baby clothing, you’ve made a wise decision visiting our store.” It might sound a bit cheesy, but it works, as long as you don’t go overboard. These types of compliments can also be worked into your email and phone communications.

People Desire a Better Tomorrow; Show Them Hope

Will your products or services make their lives better or easier? You must already believe that otherwise you wouldn’t be selling what you do. So use this opportunity to explain how your products are going to be good for them. Explain how life will be better once your customer purchases what you are selling. Illustrate to them the benefits, not just the features. If you can give your customers hope–convince them–that your product or service will improve their lives; you’ve got a sale in hand without the cost being a significant factor.

People Need to be Understood; Listen to Them

Even before you have a chance to communicate with your clients verbally or via email, are you listening to their needs? Whether or not you listen to your website visitors can easily be determined by your USP, Unique Selling Proposition. What? You don’t have one? Then you may not be listening to your customers needs. Your USP is what makes you stand out from the thousands of other stores online peddling the same wares as you. Why should they buy from you as opposed to someone else? Price alone is rarely the determining factor.

You need to offer your visitors something unique that tells them that you have listened and responded to their needs. Even if you sell the same product or service as others, your unique approach is one developed out of conversations with your customers and seeking ways to find solutions to problems even before those problems existed.

People are Selfish; Speak to Their Needs First

More than anything, people want you to meet their wants and needs. They’re not shopping on your site for your benefit; they are there because they are in need of a solution for X. Your first order of business on your website is to tell the customers how you can meet those needs and what your products or services will achieve for them.

People are Emotionally Low; Encourage Them

For some sites, shopping cart abandonment is astronomically high. Why is that? Primarily because people need to be encouraged to proceed with their purchase. I’ll often start shopping for a book or DVD, have it in my basket, go through much of the checkout process, but just before I finalize the payment I hesitate. In my mind I’m thinking, “should I buy this now?”, or “Will my frivolous spending upset the wife?”, or for larger purchases, “Can I afford this?” Most of these questions surface on an emotional level; sometimes rooted in fact, sometimes not. The bottom line is that a little extra encouragement can help persuade visitors through the selling process.

In fact this very thing happened to me just the other day. I threw a couple of books into my Amazon shopping cart but since I’ve purchased quite a few books lately so I began to think twice about buying a couple more now. Amazon provided the encouragement I needed. By filling out an application for an Amazon Visa card I got something like $30 off my purchase. I was sold and so were the books. You don’t have to give away money to encourage your visitors to make a purchase, but you can re-iterate the benefits of their purchase one more time.

People Want to be Associated with Success; Help Them Win

Everybody wants to feel successful. The funny thing is that people don’t even have to be successful in the larger financial/business sense in order to feel successful in every day life. Success often comes from the little victories achieved here and there. Your product or service may not be able to change your customer’s destiny, but you can help him or her feel that their decision to purchase from you will help them be successful at something.

Selling baby diapers? Your diapers can successfully prevent leakage. Selling batteries? Your batteries can successfully start the car each morning. Selling cleaning supplies? Your supplies can help them successfully clean their house better. Let your visitors know what they will be successful at with their purchase.

The other side of this is that people also want to see that you are successful. Your success–or lack thereof–is inferred by how your website looks, the number of employees that work for your organization, or possibly even the number of clients you have. A business’ success is determined mostly by superficial perceptions. If visitors perceive that you are successful they will gravitate to you based on that alone. After all, you must obviously know what you’re doing if you can afford a great site, X number of employees, to charge outrageous fees, etc. But be careful here as well, success can often create a negative perception of you or your business. You might be considered too successful to be able to give them the time or quality your visitors expect.

If you are able to build strong relationships with your website visitors, even perceptually, this will give you a significant sales and marketing advantage over many of your competitors. Building these relationships alone won’t make your business the most successful in your industry–there are many other factors involved–but relationships are a crucial factor in being able to establish and maintain long-term customers. Every marketing dollar saved by not having to seek a replacement for a former customer that now shops elsewhere is an additional dollar (plus additional sales profits) that can be spent in obtaining and maintaining new customers.

What Successful Business Owners Know, That You Should Know Too

If you are interested in becoming a successful business owner, the first thing you need to do is throw out all of the beliefs and ideas on what makes a person a successful business owner. There is no blueprint that you can follow, or a particular school that you must attend; what you need to focus on are the things that you have control over now, and how they can help you make a difference in achieving your business goals.

The first thing that you need to realize and accept is that there is no predetermined amount of work hours you need to put in each week. The amount of hours that you put in each week, will help you get out of your business what you put in. If you think that you can accomplish everything you need to in a few hours each day, you are mistaken. To achieve your desired result, which is becoming a successful business owner, you need to work your tail off. There is no shortcut or magic business plan that will help you avoid putting in the work.

The next thing you should focus on is finding out what you truly love to do. If you haven’t found that yet, then the business you are working at may not be successful because you do not believe in it 100%. When you find out what it is that truly motivates you and makes you jump out of bed each morning, you will be on your way to doing something that is important to you. Believing in what you are doing each day will make it easier for you to achieve the success that you have been looking for.

A successful business owner is passionate about their work. They are always looking for a way to improve their business or share their work with others. It is this level of passion that drives them to be the best they can be; it is also beneficial in motivating those around them as well. This type of passion can often be contagious and lead to a productive and fulfilling work atmosphere. If you love what you do and are excited about it, don’t be afraid to share that enthusiasm with everyone around you.

Every successful business owner wasn’t born with the knowledge on how to run a business. They knew that there was a lot to learn and they devoted their lives to learning as much as they could. To become a successful business owner, you need to educate yourself on how the world of business works. Become familiar with all of the different aspect related to your business and never allow someone else to know more about your business than you do.

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