Digital Marketing vs. "conventional marketing?

In recent years, particularly after the emergence of social networks and social media, there are many who believe that consumers are "turning off" the traditional marketing.

There are many companies over the past twelve months have made significant investments in digital marketing, in fact investment in search marketing advertising during this period showed an increase of 10%. Growth has also been experienced in other areas of digital marketing and mobile marketing and advertising in media and social networks.

Experts and analysts believe that every day there are more companies that target and increase their resources and investments into the market for digital marketing at the expense of traditional marketing channels.

Karin von Abrams, eMarketer analyst, highlighted in this sense that "the current web and internet environment, have acquired a leading role within the marketing strategies of the great majority of brands."

However, rather than excluding traditional marketing activities in the promotion and marketing processes, companies should use both digital and conventional media as part of a mix of strategies.

In this sense, the DMA Kevin Dendy, suggests that digital marketing is most effective when used in conjunction with the methods and conventional marketing strategies as their own discretion "no channel is better than the others."

Other industry experts note however that today's consumers are not kept apart from the impact and scope of traditional marketing strategies, but they are certainly more and more immune to the actions that they merely display a message intended for consumer nor are those that only develop through new social media.

In this regard, companies need to know to choose what type of platforms and use strategies to win the kind of consumers who are looking for, since some will be of interest to some people than for others.

It's something that matches Aldighieri Rachel, public relations manager at the DMA who believes that "a marketing strategy that has clearly defined its target audience and use the most appropriate channel or combinations of different channels to reach consumers with a personalized message with which to capture their attention "will be much more effective and attractive to the users and consumers.