Aliff Mazli Shares His Opinion As A Digital Marketing Consultant on Traditional vs Digital Channels
Marketing has always been a vital part of a business. Without a properly deployed strategy, it will be extremely difficult for a business not just to grow, but also to sustain. Nowadays, the focus has been shifted from offline marketing like out-of-home advertising to digital marketing. Of course, we hear a lot about “digital transformation” and the likes, but what does it really mean, and how does it affect business? Aliff Mazli, Malaysian digital marketing consultant explains.
Difference in Barrier of Entry
How much do you think a billboard cost in Malaysia? Well, thousands of course. On the other hand, the cost of wrapping a bus with your ad and having it tour around KL for a month would easily cost around RM8,000. Need I mention TV? For big brands, spending tens or hundreds of thousand of Ringgit on advertising is not an issue – but for startups and small-medium enterprises, anything beyond RM10,000 per month is insane.
Going digital, in contrast, is much more cost-effective. Or at least, the cost of initiating a campaign online is relatively cheaper. For example, if a startup decides to run Facebook advertising, the budget needed to run an ad campaign takes as low as RM3.00 per day. Obviously, the reach will be much less, but the point is, it’s executable.
It’s almost impossible to target your audience offline. You can narrow it down by targeting different segments like placing a billboard for the luxury brand within a high-income residential area, or running an ad on a specific radio station that talks about business; but you can’t really go down to the neuro level of targeting.
On the other hand, platforms such as search engine (Adwords, GDN etc) and even the social media like Facebook has a really cool targeting options. Imagine being able to target infant clothing products for young parent-to-be couples. Yes, it’s that effective now.
If you place a billboard next to a highway, how do you measure its effectiveness? How do you quantify how much impressions it gets? You can always assume based on the traffic volume, but that does not mean that just because people are driving past the billboard, they will definitely spend seconds to take a look at the ad for a second. This has always been the question that affects offline marketing. It is undeniable that it has an effect, a substantial one especially when you’re everywhere. The only problem is that the kind of uncertainty it has makes it difficult for companies to measure exactly how much spending is justified.
Going digital, however, is more quantifiable. Thanks to the features that platforms provide, marketers can actually measure which ad performs based on its real performance, like the CPM (cost per thousand impressions) or even cost per click (CPC).
Does This Mean Death to Offline Marketing?
Absolutely not. We know offline marketing works. We are just working on the way to track it. One day, that will happen, and when it does, the first marketing expert who is able to do that will revolutionize the offline marketing channel and become a new pioneer in the industry.
For more updates on digital marketing trends and insights, visit aliffmazli.com.