Market your way wisely into the future

By TRISOFT team

trisoft.ro
Oct 1, 2015 · 6 min read

Marketing has always been about telling stories that catch the public’s eye and attention. The more appealing the story, the more chances for the customers to embrace the message and purchase the products or services hidden behind that story. The way in which you choose to convey that message and get your best assets in front of the customers is decisive in the selling process. Traditional marketing or content marketing — that is the question.


We all recognize traditional marketing as the most common type of marketing, encompassing the advertisements that we see and hear every day, such as print or paper, television and radio, direct mail — brochures, catalogs, telephone or telemarketing. Content marketing, on the other hand, is about creating free materials such as articles, videos, blogs, tweets and emails in order to inform, entertain and educate. The purpose is exactly the same as for traditional marketing — to sell more — but content marketing is subtler, luring people in rather than sending them the direct message.

And while traditional marketing patterns have the ability to score the biggest wins for businesses with big budgets, the balance is shifting towards those that can provide the best, most challenging content. As Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence the Coca-Cola Company said:

All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.

Let’s see what are the most significant differences between the two ways of doing marketing and how we can benefit of each.

1. Traditional channels vs. Content channels

Content marketing goes for entirely different distribution channels. According to the Content Marketing Institute, social media has become the most popular way to publish content. Over 90 percent of businessmen are using this tactic. They also use email newsletters, website articles, blog posts, info-graphics, videos, webinars and podcasts, white papers and e-books.

The means you choose to convey your message comes with a fair share of advantages and disadvantages. For instance, traditional marketing (especially TV and radio) gives you access to large audiences, but costs a lot more than content marketing — over 60% more. It’s also true that drawing attention on a YouTube video is a lot harder than drawing attention on a TV commercial.

2. General vs. Targeted audience

3. Persuade vs. Offer

Another noted difference is in the way these two present their products and services up for sale. Traditional marketing is all about persuading the customers to buy the products or services by telling them how great they are, why they need them and making it easy for them to be purchased. Content marketing on the other hand actually offers something up front and then waits for the audience to come to the sellers and ask to buy their stuff. They rarely put the products in front of the customer, but rather share materials related to the products, that consumers might find useful or interesting — such as articles, funny videos or case studies. This is actually a very clever way of drawing the audience in, as you’re creating the perfect conditions for your public to respect what you’re doing and become interested in what you are offering.

4. Dialogue vs. Monologue

5. Fixed vs. Shareable

In short

Conclusion

In the world of advertising and marketing, the biggest goal is to create for yourself an image with which people want to associate. Without advertising, no one would know about the products and services you have to offer. But whether it comes in the form of traditional advertising or content marketing, your content needs to be as attractive as can be. A wise decision would be to incorporate both tactics in a well-rounded marketing plan, but you should however have a main advertising style as it becomes part of your company’s personality.

TRISOFT’s word: In our experience, the best way to make this decision is to consider your target audience and which type of marketing they are more likely to react to, the types of marketing channels your company has access to and the budget you have available for it. And, in the end, it’s all about making the best of both marketing worlds!

Remote Symfony Team

https://www.trisoft.ro

trisoft.ro

Written by

We are TRISOFT, a Symfony oriented software development company, lead by @symfonydevro. Get in touch with us at www.trisoft.ro or info@trisoft.ro

Remote Symfony Team

https://www.trisoft.ro

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