Flyers? Radio advertising? Editorial in magazines? For us, and for many others, it is prehistory, but for those who have not yet discovered the power of the web, it is still reality.
# 1 STATIC VS DYNAMIC
The old marketing plans had a very definitive and decidedly rigid, rigorous structure. Digital marketing, on the other hand, has overturned the traditional marketing plan to make room for dynamic programming that updates daily and allows you to “stay on the piece” and not miss engagement opportunities, especially on social media.
# 2 LIABILITY VS INTERACTIVE
With Traditional Marketing the consumer receives information. With digital marketing the consumer receives, requests, shares, and comments, advises, and criticizes. We have moved from one-way information to multi-lateral communication where the Brand is a friend on Facebook who responds to your comments, wishes you a good morning and goodnight and rewards you if you interact with them!
# 3 CONSUMERS VS USERS
Who was the consumer before? A mysterious entity holding an ATM to buy. Who is the consumer today? A user with very specific identities, tastes, preferences and needs, easily identifiable and, consequently, content-able! Thanks to the greater interaction between brands and users, we have moved to a new concept of the value chain focused on the use of new technologies, which allow the consumer to intervene from the realization to the marketing of a product to offer its precious contribution and obtain in return a product more suited to his expectations.
# 4 CONVENTIONAL LANGUAGE VS VIRAL LANGUAGE
The conventional message was mostly characterized by a sort of static nature concentrated on the 3Ps: Product, Price and Promotion. Everything ended there. Now brands know they have to indulge themselves with creativity, effective claims, real time marketing because they must be able not only to communicate with users but also, and above all, to maintain a relationship with them and to do so, we must focus on emotions.
# 5 MARKETING DIVISION VS WEB AGENCY
Not all companies had one, but the most structured ones have always relied on a marketing team or, in most cases, on a marketing director. Now companies that want to be digital and exploit the enormous potential of the web, rely on web agencies, creative teams without inhibiting brakes capable of transforming a company into a social devourer with thousands of followers.