Digital Advertising vs Traditional Advertising

Digital Advertising vs Traditional Advertising

When you advertise, you advertise to a target market or audience. This is a group of people who are interested in your specific product or service. Now the more targeted your advertising campaign is the more success you will see at a lower cost! Let me talk about two approaches to advertising (Traditional vs Online) and use two analogies (Shotgun vs Sniper) to explain it.

Many traditional forms of advertising use a shotgun-approach. Traditional forms of advertising include: billboards, radio, television, handing out leaflets, etc… This type of advertising, much like a shotgun tries to hit everybody using a scattered approach. This means that the business must pour lots of money into a large campaign as they try to advertise to everybody under the sun! Sure, that approach works, but 1) It’s not very efficient, as loads of people who see your advert just won’t be interested in what you’re offering and 2) It’s very expensive to run such large advertising campaigns. I would advise against this form of advertising, unless of course you have a huge budget to spend on it!

However, thankfully with online advertising, we can adopt a sniper-approach. Forms of online advertising include: Facebook, Google, LinkedIn, etc… This type of advertising is like a sniper, it tries to only hit the people who are interested in your product or service. Internet-based services like Facebook and Google have vast amounts of data about their users and advertisers can use that data to ensure our adverts only shown to the people who will be most likely to respond to them. This great for two reasons: 1) It’s way more efficient, as the people who see your business will be interested in it and 2) You can run these advertising campaigns on much smaller budgets, as you’re only targeting a specific group of people and not everyone on this planet! I would highly recommend this form of advertising, particularly in this digital age!

So, in conclusion, the shotgun-approach is dated. Billboards / Radio / TV adverts are expensive and too vague in their targeting. The sniper-approach is where you want to be. Facebook / Google adverts are much cheaper to run and highly specific to your target audience.

However, these sniper-approach campaigns are tricky to run and will need to be managed by a professional. So if you think your business could benefit from this kind of advertising, but you’re not sure how to go about implementing it, please reach out to me via the contact form or email ( and I’d be happy to talk to you about the benefits this type of advertising could potentially have for your business!



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