Is Social Media Today Replacing Traditional Advertising?

magazine and laptop on a table showing social media today

With Social Media today, promoting your business is more convenient. Before, everyone’s relying on traditional mediums to promote their brand. Companies will spend millions just to get their product in the newspaper or TV. But as the internet flourished, marketing has established new techniques.

Social Media Today: By the Numbers

Social Media are online platforms that allow users to share content online. Platforms include websites, web applications, and mobile applications. Shared content could be in various forms, such as text, photo, video, and audio.

Social media started in 1997 with the social media site Six Degrees. Now in 2019, there are now 3.2 Billion social media users (Emarsys, 2019). This makes up about 42% of the World population.

Meanwhile, the average daily spending time on social media is 2 hours and 22 minutes (Globalwebindex, 2018).

Indeed, social media is becoming an integral part of our lives. Because of this, marketers are now having a tug of war on which platform should they use.

Should they still push to the tried-and-tested traditional marketing platforms? Or should they go now on a digital route?

Digital Marketing VS Traditional Marketing

For those who aren’t familiar with digital marketing and traditional marketing:

What is Traditional Marketing?

Traditional marketing is promoting your company/product without using any online methods. These include the following:

Print: Putting up advertisements in printed materials. This includes newspapers, newsletters, magazines, brochures, etc.

Broadcast: Includes radio and television commercials, as well as on-screen movie theater advertising.

Direct mail: Includes fliers, postcards, brochures, letters, catalogs, and other printed materials. The printed ads are mailed or handed out to target consumers.

Telemarketing: Includes the cold calling of consumers over the phone.

Referral Marketing: Also known as word-of-mouth marketing.

Outdoor Marketing: This includes billboards, tarps, and other signage posted in public places.

What is Digital Marketing?

Digital Marketing, is when a company promotes its product through online mediums. These include, but is not limited to, the following techniques:

Social Media Marketing: Advertising the brand/product on social media accounts.

Search Engine Optimization: Optimizing your business website to rank higher in search engine results pages. This helps with increasing the brand’s exposure and driving in potential customers.

Pay Per Click: A company will then request a blogger to post their ads/links on the blogger’s site. When the ad is clicked, that’s when the blogger gets paid.

Affiliate/Influencer Marketing: This involves online personalities suggesting a product through their social networking profiles.

Content Marketing: Promoting your product through content. This technique is for website traffic growth, brand awareness, and lead generation.

Online PR: Ensuring that the company’s brand is well presented online.

When it comes to Marketing, Social Networking is on the Rise

Social media apps have 3.2 Billion active users daily (2019). With that figure, social networking is now considered a highly-effective marketing platform.

Aside from that, new mobile social media apps are launching daily– one of which is EyesUP. This means that there’s no backing down when it comes to social networking.

The stats showed below only solidifies this fact:

  • Marketers are now acknowledging the importance of social networks online. 73% of marketers believe that social media marketing has been somewhat effective or very effective for their business (Buffer, 2019)
  • Consumers are also changing their ways. People are ensuring the quality of the product/service first. 54% of internet users use social media to research products (GlobalWebIndex, 2018)
  • Engagement with Internet personalities is getting more effective. According to stats, 49% of consumers depend on Influencer recommendations on social media.
  • Companies are also taking notice of the huge importance of social networking. Online retailers are no longer the only people capitalizing on social media ads. 97% of marketers, especially under big retailing brands, are using social media to reach their audiences. (Lyfe Marketing, 2018)
  • Having content available on mobile has become a priority now with marketers. Over 51% of smartphone users have discovered a new company or product while searching for their smartphone. (Google, 2018)
  • Visuals have also been a top marketing material. Visual assets are the single biggest social media content contributor in 2017. (Ofcom, 2017)
  • Videos are also having a spotlight on marketing campaigns. 64% of consumers say watching a marketing video on Facebook has influenced a buying decision of theirs in the last month (Animoto, 2017).
  • Also, Product videos can increase purchases by 144%. (Neil Patel, 2017)

Benefits of Digital Marketing

  • Inexpensive, compared to traditional advertising.
  • Get an increase in Brand Awareness.
  • Social media today has various tools to measure the ROI (Return of Investment)
  • It improves brand loyalty.

Effectiveness of Traditional Advertising is Declining

With its continuous updates, digital marketing is now prioritized with marketers.

Meanwhile, the traditional form of promotion is declining. Here are some studies proving the inevitable change:

  • Traditional marketing is fading from its once glorious popularity. 32% of marketers say that traditional paid advertising is the most overrated marketing tactic. (State of Inbound, 2017)
  • According to the research made by Axios (2017), Google and Facebook have more ad revenue than the entire global print and radio industry.
  • From the same study, it states that more publishers are going online now and have completely abandoned the printed media.

Online Social Networking and Traditional Marketing Could Lead to Interesting Results

Indeed, social media today is bringing lots of benefits compared to traditional media. But there are successful campaigns that involve both traditional and digital methods.

A great example of this is with Nivea Brazil’s Sun Kids Sunscreen campaign. The team combined print and mobile mediums. Nivea Brazil made an ad that includes a humidity resistant bracelet/protector strip, which serves as a child tracker. Parents can cut out the strip from the actual page of the magazine ad. They can then download the child tracker app and then use it when they are at the beach.

This ingenious idea proves that combining traditional and social media marketing is possible.

The Future is Digital

With trends emerging daily, advertising with social networking will stay– especially with new social media apps coming in our way. One of those trending apps is EyesUP. It’s an online social platform that aims to bring back the simplicity of social networking.

With EyesUP, you can send messages, call, video, and share posts. “Bulky”’ features are out of the way, as EyesUP ensures a streamlined experience.

Available on IOS and Android, now’s the time to step away from the “traditional” apps. Go for a reinvented social online experience.


Julcee Arendaying