Where Are Your Marketing Dollars Going in 2018? Digital vs. Traditional Marketing

The bottom line of marketing is getting a message out to a targeted audience. Whether that be an image on a sign or billboard, a voice on the radio, or a graphic advertisement on the computer, these methods are all working to achieve the same goal. As technologies have improved, digital marketing strategies like Search Engine Optimization (SEO), Search Engine Marketing (SEM), social media marketing, and more have joined the traditional strategies that most are familiar with - TV and radio commercials, billboards, and newspaper ads.

The most notable difference between digital and traditional marketing? The lower cost and easier ability to reach the right audiences at the right times and track results. While traditional marketing is like throwing an arrow and simply hoping it lands in the right place, digital gives marketers the ability to hit a bulls-eye. On top of that, online tools allow digital marketers to easily monitor their investments as well.

When implemented correctly, digital marketing tools can transform your dealership's sales strategy. These tools can be tailored to reach a specific audience who has shown interest in the products you sell and are likely to become customers. Digital marketing platforms are  also very interactive, allowing you to see who is engaging with your content and how they are doing so. Using this data, you can tailor your future campaigns to make them even more successful.

Digital marketing channels can be much less expensive and are more cost-effective than traditional methods, but another perk is that marketers can set a budget and adjust it as needed. With a billboard or commercial, not only is there a huge expense, but if it's not performing well - you are generally out of luck. However, if an online campaign isn't performing well, you can alter the message and/or graphics and you can adjust the budget as needed.

Nielsen Company recently revealed in an audience report that adults in the United States devote over 10 hours per day to the Internet.* People are moving away from traditional media avenues like TV and radio, and they are spending more and more time online. Digital marketing methods provide a more effective way to reach consumers, because that's where people can be reached.

Investing your marketing dollars wisely means planning out your strategy wisely. While there is certainly a time and place for traditional marketing methods, and there's no reason to cut these out of your budget completely, it's clear that as we move into 2018 there needs to be a shift in thinking. Digital marketing investment is just smart - it allows the ability to forecast for the results you want and then actively help your dealership achieve those results, often at a lower cost and for a much larger return on investment.

*CNN