While it’s easy to determine what traditional marketing is (print advertisements, billboards, flyers, newspaper and radio ads etc.), there can be blurred lines between online and offline marketing.
It has become less and less relevant to class online marketing as a separate entity to offline marketing, but in fact, when used together, different marketing can create the perfect mixing pot of effective marketing techniques.
The Rise of Influencer Marketing
What’s really taken shape over the past few years are influencers. This relatively new aspect of online marketing (and particularly the glossy appearance of influencers) has changed how we reach our desired audience.
Influencers have an undeniable impact on consumer purchasing power, and it’s taking over traditional marketing techniques.
However, the main difference between the two marketing styles is the audience. With digital marketing becoming stronger, general targeting has become significantly easier. While historically, advertising was based on mass communications (also known as spraying and praying), social platforms have given us a chance to target an audience that is more likely to be in-market for your product.
Offering Higher Value
The in-market audience is the advertiser’s holy grail as they go through the purchasing channel much quicker, and there is less possibility of losing them along the way. But Influencer marketing goes one step further than this. While the in-market audience is served a product when they are searching or considering, influencer marketing gives the consumer the choice of choosing which message to listen to. And while this seems interesting, but not vital, this choice provides higher value to the advertiser then many would think.
We all go through the usual channels of purchasing, and as we move along the stages from awareness to consideration and then to conversion, many factors can influence our decision.
But the beauty of an influencer is that they are, in themselves, a marketing channel that a consumer chooses to follow. So, when that influential person vouches for a product as credible, the likelihood of pushing the BUY button is much higher.
And this is why influencer marketing cannot stand in the same category as a banner ad that follows you around the internet (or a similar method of traditional marketing).
By all means, the usual ways of marketing in the digital world still do and will always hold undeniable value throughout the purchasing process, but influencer marketing takes this technique to another level. The freedom of the consumer to follow a particular influencer gives this specific in-market audience even more significant conversion probability. In effect, it is on-demand advertising, which is not surprising in our vastly in-demand world.
Collaboration is Key to Success
Collaborating with the right influencer has been proven to be successful in terms of measuring a specific campaign, such as a product launch or similar. Consumers are more receptive to a message delivered by a person they can trust and relate to.
But does this mean that the brands should completely abandon traditional marketing techniques, both online and offline? Of course not. Most marketers will agree that marketing, in general, is successful when implementing a complex approach. In this day and age, it’s certainly important to integrate influencer marketing into a brand strategy, but without entirely neglecting traditional marketing techniques.
An in-market consumer has a high probability of conversion. But if you only stay within your in-market audience, it will be hard to reach and gain new customers, who are more perceptive to different marketing techniques.