Grabbing and maintaining consumers’ attention is becoming more challenging, especially with increased competition from companies operating in the same industry. Companies are adopting marketing modes and strategies that can reach more customers while keeping them engaged to retain them for future purchases. Traditional marketing involves conventional promotional methods such as TV commercials, print ads, and billboards. Conversely, influencer marketing allows businesses to collaborate with individuals with a dedicated influence and following to reach a specific target audience. While both marketing strategies have proven effective in promoting products and services, they differ significantly in their approaches based on target audience, budget, credibility, consumer engagement, and flexibility.
While traditional marketing has a wide audience reach, influencer marketing has a limited but more specific audience reach. Joshi states that traditional marketing utilizes channels such as television rad, io, and print media, which helps reach a broader audience (548). They can be fruitful for brands that aim to reach a diverse customer base. However, they may not always target a specific audience or interests. On the other hand, influence marketing helps are limited but specific to a particular audience. Joshi states that brands will engage influencers whose followership aligns with their target audience, which warrants that their adverts reach the right people (550). Therefore, while both traditional and influencer marketing strategies are effective in reaching audiences, they differ in the scope of their reach.
In addition, traditional and influencer marketing vary significantly in the advertising budget. Traditional marketing is expensive and less measurable, especially for prime TV slots or full-page print ads (Joshi 550). These costs are restrictive for smaller businesses that may need more funds to produce and distribute the marketing materials. Conversely, influencer marketing can accommodate all kinds of businesses with budgets. Even small startups can leverage this marketing channel by approaching affordable influencers to build their brand fully. Influencer collaborations allow brands to reach a substantial audience at an affordable cost (Jarrar et al. 51). Therefore, traditional marketing can be substantial and eventually not reach the anticipated audience, while influencer marketing is affordable depending on a company’s level of status and can help reach the targeted audience.
Also, traditional and influencer marketing differs in their credibility, which helps influence consumer trust in the advertised products and services. Joshi states that most people, especially older generations, will trust traditional advertising forms since they are more familiar with them than the newer online formats (550). In contrast, influencers usually have a trusting and dedicated fan base, and when they endorse a brand, it may profoundly impact the consumers. Since young people constitute the highest number of social media users, brands that target such populations may have a better reach to the influencer’s dedicated followers (Jarrar et al. 41). Therefore, traditional and influencer marketing formats are vital in building brand reputations based on their credibility and how much the consumers trust them.
Traditional and influencer marketing aims at engaging the audience and influencing them towards a specific brand. However, their levels of consumer engagement differ based on the advertising content. At the same time, traditional marketing relies on creative ad campaigns designed to capture attention and evoke emotions within a limited timeframe. On the other hand, influencer marketing focuses on creating authentic, relatable content with which the audience resonates. On the same note, influencer marketing allows followers to interact and discuss the promoted content, increasing brand visibility and word-of-mouth marketing. Unlike artificial marketing, traditional marketing limits consumer engagement since customers cannot give immediate feedback after an advert.
More importantly, influencer marketing is more flexible, allowing brands to adapt quickly to trends, market changes, and consumer feedback. Influencers are better placed to provide real-time updates and interactions with their audiences, making influencer marketing a dynamic strategy (Jarrar et al. 51). However, traditional marketing requires extensive planning, production, and distribution, which may limit its ability to make market shifts based on current trends.
Therefore, while traditional marketing will likely remain a major option for advertising, influencer marketing comes as a bonus. With increased technological advancement and vast social media presence, companies should incorporate both traditional and influencer marketing in their advertising companies. While they may differ significantly regarding target audience, flexibility, budget, credibility, and consumer engagement, both strategies effectively attract and retain customers. Traditional marketing should mainly target older generations with minimal social media contact. In comparison, influencer marketing should target the younger generations who are well-versed in navigating digital platforms. Deciding between traditional and influencer marketing depends on combining the above factors and the company’s marketing objectives.
Jarrar, Yosra, Ayodeji Olalekan Awobamise, and Adebola Adewunmi Aderibigbe. “Effectiveness of influencer marketing vs social media sponsored advertising.” 12 (2020): 40-54.
Joshi Guru. “Study on Comparison between Traditional Marketing V/S Digital Marketing.” Journal of Emerging Technologies and Innovative Research (2022): 544-555