Over 50% of marketers are currently increasing their digital budgets. Learn why this move to digital shouldn’t be ignored.

Why Traditional Marketing Has Shifted to Digital | Union

Top 5 Reasons Behind the Shift from Traditional Marketing to Digital Marketing

<p dir="ltr"><em>Published 4/8/2014; Updated: 5/12/2021</em></p>
<p dir="ltr"><br />At this point, if your brand isn’t largely focused on digital, you’re missing out to the competition. Here are some of the reasons this dynamic shift from traditional marketing to digital marketing happened and can’t be ignored.</p>

<h2 dir="ltr">(1) It’s where consumers are spending a huge amount of time.</h2>
<p dir="ltr">Especially since the onset of the COVID-19 pandemic. <a href="https://wpforms.com/digital-marketing-statistics/#ecommercestatistics">Statistics</a> in 2020 showed that 1.66 billion people are actually shopping online annually, while 78% of internet users are specifically researching products online prior to purchase. Increasingly, customers are leveraging the internet to research products and services before they buy. This includes the use of search engines, online review sites and comparison shopping sites to find the company website and offerings that best meets their needs. If your website is not <a href="https://cms.union.co/services/performance-media/search-engine-optimization">search engine-optimized</a> and <a href="https://union.co/services/branded-content/ui-ux-design">user-friendly</a>, you’re missing out on potential sales and visits.</p>
<p dir="ltr">And if your brand isn’t active on social media, you’re missing out on connecting and converting consumers. In the U.S., <a href="https://www.pewresearch.org/internet/fact-sheet/social-media/">72%</a> of the population uses <a href="https://cms.union.co/services/performance-media/social-media">social media channels</a> in some way. Be sure to engage with them on these channels, as well as drive them to your website. </p>
<h2 dir="ltr">(2) It’s more cost-effective than other methods of advertising.</h2>
<p dir="ltr">Digital advertising is <a href="https://www.forbes.com/sites/daviddoty/2019/10/29/its-all-about-pricing-digital-is-winning-simply-because-its-a-cheaper-way-for-advertisers-to-reach-consumers-a-101-course/?sh=98562a232752">generally known</a> to have lower CPMs (cost per every thousandth ad impression). While CPMs for cable TV ads can get as high as $17, CPMs for national broadcast can jump to $32. Then there’s the average CPM for Google display – in 2018, it was <a href="https://blog.adstage.io/google-display-ads-cpm-cpc-ctr-benchmarks-in-q1-2018#:~:text=Google%20Display%20Network%20Benchmarks%20in,on%20the%20GDN%20was%200.35%25.">$2.80</a>. And that’s for reaching highly targeted audiences.</p>
<p dir="ltr">That’s not to say that digital doesn’t also get expensive (the average CPM for Google search ads in 2019 was <a href="https://blog.adstage.io/google-ads-cpm-cpc-ctr-benchmarks-q1-19-archive">$38.40</a>), but digital ad channels offer a healthy range of options.</p>
<p dir="ltr">The other benefit with digital ads is that brands know that when they spend money they’re also able to target and measure results quickly, and make changes to optimize their strategy as needed.</p>
<h2 dir="ltr">3: It’s more effective in reaching the consumer.</h2>
<p dir="ltr">More than 80% of customer interactions are<a href="https://www.semrush.com/blog/conversion-rate-optimization/?kw=&amp;cmp=US_SRCH_DSA_Blog_Core_BU_EN&amp;label=dsa_pagefeed&amp;Network=g&amp;Device=c&amp;utm_content=515715714171&amp;kwid=dsa-1057183191755&amp;cmpid=11769537497&amp;agpid=117334840271&amp;BU=Core&amp;extid=167368304496&amp;adpos=&amp;gclid=CjwKCAjwkN6EBhBNEiwADVfya9HFyn72dhmmfg7xyBe4ZPRivJEEstntz6dgFyxd2AyVrf6ZxqxvgxoC0-sQAvD_BwE#header10"> addressed</a> without human agents, which indicates that’s what customers are getting used to and learning to expect. Digital tools like chatbots on your website, and even within interactive ads, are becoming key players in opportunities to engage with customers in real time.</p>
<p dir="ltr">More so, <a href="https://www.salesforce.com/news/stories/state-of-the-connected-customer-report-outlines-changing-standards-for-customer-engagement/">74%</a> of people are likely to choose a different brand if they find a purchasing process too difficult. One way to avoid that risk: serve digital ads with clear calls-to-action and a button that sends them right to their purchase option.</p>
<h2 dir="ltr">(4) It brings in a higher ROI</h2>
<p dir="ltr">With lower costs per lead and higher conversion rates, ROI from a successful digital strategy can greatly exceed the ROI of traditional advertising. Through <a href="https://cms.union.co/services/branded-content/web-mobile-app-development">strategically designed websites</a>, optimization, <a href="https://cms.union.co/services/branded-content">content creation</a>, SEO and digital campaigns, companies can see improvements to their bottom lines.</p>
<p dir="ltr">This year alone, brands are <a href="https://lauro.media/blog/digital-marketing-roi-statistics">reporting</a> 4,200% in <a href="https://cms.union.co/services/performance-media/marketing-automation">email marketing</a> ROI, up to 49% in video retargeting ROI and 200% in Google Ads ROI.</p>
<h2 dir="ltr">(5) It opens the door for advanced targeting</h2>
<p dir="ltr">Digital marketing offers more ways to target unique and specific audiences and demographics than traditional media. While traditional methods focus on reaching broad audiences and large volumes of people, digital is able to be much more refined to target the specific audience that is interested in and searching for your product/service. </p>
<p dir="ltr">Since moving from traditional to digital marketing, brands are able to target consumers on a multitude of levels, from the basics (age, location, job and education level) to<a href="https://union.co/articles/what-is-lifestyle-segmentation-marketing"> lifestyle segmentation</a> (preferences, hobbies, wants, needs, likes and dislikes). They’re also able to retarget consumers who have clicked on previous ads, visited their website and more <a href="https://www.semrush.com/blog/the-5-rules-of-retargeting-personalization-and-customization-at-its-best/?kw=&amp;cmp=US_SRCH_DSA_Blog_Core_BU_EN&amp;label=dsa_pagefeed&amp;Network=g&amp;Device=c&amp;utm_content=515715477534&amp;kwid=dsa-1053501814707&amp;cmpid=11769537497&amp;agpid=117335011191&amp;BU=Core&amp;extid=167368304703&amp;adpos=&amp;gclid=CjwKCAjw-e2EBhAhEiwAJI5jgwmt-gtgdvSym3iKFHHCfUZuCS4VwwCeKNjIQlUhbQtnZyZIINyIlhoCWkoQAvD_BwE">through</a> pixel-based and list-based tracking methods. Traditional advertising just can’t beat it.</p>
<h2 dir="ltr">Ready to shift your marketing efforts deeper into digital? </h2>
<p dir="ltr">So are we. <a href="https://union.co/contact">Contact us</a> today.</p>
<p><br /></p>

<p>Valtech + Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data. </p>

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