A: One of the benefits of digital advertising over traditional methods is that with digital it’s easier to track the customer across their journey. You get more information about your customer and can build a better understanding of their behaviour.
For example, somebody finds your webpage through search and then goes onto your social media platform and then starts following you and sees your Instagram photos. If you want people to understand or be able to research your brand, digital advertising tends to be the favourite.
But digital advertising can also be expensive, so if you don’t know who your target audience is or how to effectively reach them, if you aren’t tracking your audience, you could spend a lot of money and not get the return you expect.
Traditional advertising can still be relevant depending on the brand or what your goal is. Print advertising — that appears in newspapers or magazines — can help to capture the essence of what the brand is and what it stands for, and it projects that concept to the audience.
The problem with print advertising is that we don't know all the people it reaches. We can assume based on the report from the newspaper or magazine about their circulation or statistics, but we don't really have that actual data of who that person is. But you still get the benefit of building brand awareness and associating your brand with a certain idea. For example, if you run an ad in a publication like Vogue, you’re connecting your brand with the lifestyle offered by Vogue. You're invoking a general feeling about your name.
Television advertising has generally managed to adapt to the new market, since many people now watch TV online. We're now able to track and connect with those customers through either source. Traditional TV is still a valid option for advertisers because you get to visually tell a story. It's interactive, in a sense, because it's more than just a phrase or one static image. With both TV and podcasts, you get to tell a story about your product or service.