Explanation of what both traditional and digital marketing is and why they should start thinking about tweaking their marketing strategy. Prepared for Film 240 at Queen's University.

1. TRADITIONAL
VS
DIGITAL MARKETING
ADAPTING TO A DIGITAL WORLD
Prepared by: Brandon Ng-See-Quan Photo: negativespace.co
Via: pexels.com

2. OVERVIEW
2.
DIGITAL
MARKETING
1.
TRADITIONAL
MARKETING
3.
ADAPTING TO A
DIGITAL WORLD
4.
Final Advice
Photo: Kaique Rocha
Via: pexels.com

3. TRADITIONAL MARKETING
Any type of promotion, advertising or campaign
that has been in use by companies for years, and
has a proven success rate. [1]
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Via: pexels.com

4. Most traditional marketing strategies fall under
one of four categories:
print,
broadcast,
direct mail,
and telephone.[2]
Photo: splitshire.com
Via: pexels.com

5. JUST DO IT
Nike’s traditional marketing campaign that
helped rocket sales from
$800 million in 1988 to
$9.2 billionin 1998.[3]
Photo: Dan Carlson
Via: unsplash.com

6. DIGITAL MARKETING
The marketing of products or services using digital
channels to reach consumers.[4]
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Via: pexels.com

7. Digital marketing
extends to include
mobile phones (both
SMS and MMS), social
media marketing, display
advertising, search
engine marketing, and
any other form of digital
media.[4]
Photo: Tomasz Kulesa
Via: pexels.com

8. DOLLAR SHAVE CLUB
They initiated their product launch with a YouTube
video in 2012 that now has over 23 million views.[5]
Photo: Angelina Litvin
Via: stocksnap.io

9. They were acquired in 2016 for
$1 billionby Unilever.[6]
Photo: stevepb
Via: pixabay.com

10. ADAPTING TO A DIGITAL WORLD
When nothing is occupying
my attention, the first thing I
do is reach for my phone.
65+: 10% agree
18 to 24 y.o.: 77% agree[7]
Photo: Ilya Pavlov
Via: unsplash.com

11. I watch more TV programs
through catch-up/streamed TV
than live.
65+: 13%
18-24: 74%[7]
Photo: Jens Kreuter
Via: unsplash.com

12. More & more people are
looking at their phones
instead of their TV’s.
ATTENTION is changing,
marketing tactics must
change as well.
Photo: Carlos R
Via: pexels.com

13. Smart marketers understand that
traditional marketing is becoming less
and less effective by the minute, and that
there has to be a better way.
Enter content marketing.[8]
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14. “Businesses must move from interruption marketing to
permission marketing.”
“Content marketing, is all the marketing that’s left.”
- Seth Godin[9]
Photo: William Iven
Via: unsplash.com

15. Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.[8]
Photo:: startupstockphotos.com
Via: pexels.com

16. B2B companies that blog only 1-2 times a month
generate 70 percent more leads than those that
don’t blog at all.[10]
Photo: Dave Meier
Via: picography.co

17. 78% of CMOs
think custom
content is the
future of
marketing.[11]
Marketers now
spend 25% of
their budgets on
content
marketing.[11]
Photo: Bob Clark
Via: pexels.com

18. Digital marketing allows companies to
continually distribute great content in a
cost effective way.[12]
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19. FINAL ADVICE
Although digital marketing is increasing in
popularity and effectiveness, this does NOT mean
traditional marketing is ineffective.
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20. Test, test, test and determine which metrics
lead to the best ROI for YOUR company.
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21. Works Cited
[1] Higuera, V. (n.d.). Advantages & Disadvantages of Traditional Marketing. Retrieved October 22, 2016, from
http://smallbusiness.chron.com/advantages-disadvantages-traditional-marketing-25573.htm
[2] Traditional Marketing | What is Traditional Marketing? (n.d.). Retrieved October 22, 2016, from
http://www.marketing-schools.org/types-of-marketing/traditional-marketing.html
[3] Kolowich, L. (n.d.). 12 of the Best Marketing and Advertising Campaigns of All Time. Retrieved from
http://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.
aspx#sm.000001olg7nmrtdghv1e2182gmvqa
[4] Digital Marketing Definition from Financial Times Lexicon. (n.d.). Retrieved October 22, 2016, from
http://lexicon.ft.com/Term?term=digital-marketing
[5] Dubin, M., & Aniello, L. (2012, March 6). DollarShaveClub.com - Our Blades Are F***ing Great - YouTube.
Retrieved October 22, 2016, from http://www.youtube.com/watch?v=ZUG9qYTJMs
[6] Sukhraj, R. (2016, July 21). How Dollar Shave Club Grew From Viral Video to $1 Billion ... Retrieved October
22, 2016, from
https://www.impactbnd.com/blog/how-dollar-shave-club-grew-from-just-a-viral-video-to-a-615m-valuati
on-brand

22. Works Cited
*[7] Krashinsky, S. (2015, May 11). Advertisers cash in on attention spans of digitally savvy ... Retrieved October
22, 2016, from
http://www.theglobeandmail.com/report-on-business/industry-news/marketing/microsoft-study-looks-a
t-attention-span-of-digitally-savvy-canadians/article24359527/
*[8] What Is Content Marketing? (n.d.). Retrieved October 22, 2016, from
http://contentmarketinginstitute.com/what-is-content-marketing/
*[9] Toole, C. (n.d.). Brands as publishers: Inside the content marketing trend ... Retrieved October 22, 2016,
from http://curve.gettyimages.com/article/brands-as-publishers-inside-the-content-marketing-trend
[10] Shea, P. (2011, June 13). New Marketing Data Shows More Content Means More Leads. Retrieved from
http://blog.hubspot.com/blog/tabid/6307/bid/14951/New-Marketing-Data-Shows-More-Content-Means-
More-Leads.aspx#sm.000001olg7nmrtdghv1e2182gmvqa
[11] Faull, J. (2013, August 20). Infographic: 78% of CMOs think custom content is the ... Retrieved October 22,
2016, from
http://www.thedrum.com/news/2013/08/20/infographic-78-cmos-think-custom-content-future-marketin
g
*[12] Mercer, C. (n.d.). Traditional vs Online Marketing - Seriously Simple Marketing. Retrieved October 22,
2016, from http://seriouslysimplemarketing.com/traditional-vs-online-marketing/
* Lecture Sources