Although the terms “marketing consultant” and “digital marketing consultant” are often used synonymously, the truth is that they are two very different types of consultants.
Here, you’ll learn how to distinguish one from the other and make better, more informed decisions about which type of consultant is better suited to help your business meet its overall goals.
What a Marketing Consultant Does
A traditional marketing consultant specializes in giving information related to the more traditional forms of media, such as television, radio, print ads, billboards, and direct marketing.
These individuals might also perform what is known as “voice-of-customer” research in the form of surveys and focus groups, which requires connecting directly with individuals in a target demographic to collect information about their shopping and buying habits.
They provide very valuable services, but because of the cost associated with advertising in these channels, their services are often out of reach for startups and small companies.
What a Digital Marketing Consultant Does
On the other hand, a digital marketing consultant works mainly with the internet-related side of things.
They specialize in new media, such as SEO, content marketing, email marketing, website optimization, social media marketing, video marketing, mobile marketing, and more.
While a traditional marketing consultant is a “push” marketer who essentially pushes people into buying a product or service, a digital marketing consultant essentially does the opposite.
This individual is a “pull” marketer who uses the power of trends and algorithms to put the right people in the right digital spaces at the right time.
Traditional vs. Digital Marketing
For the most part, digital marketing can be geared toward anyone who uses the internet, which is about 80% of the population.
These days, with streaming television services, DVR technology, and commercial-free music providers, fewer and fewer people watch network television or listen to traditional radio.
As such, it is important to keep in mind that traditional marketing has some limitations in today’s technology-driven world. Digital marketing consultants have a better shot at being successful.
Which Does Your Business Need?
Determining whether your business needs a marketing consultant or a digital marketing consultant – or perhaps even both – can be a bit tricky.
It generally depends on several different factors, which include the size of your target demographic, your overall reach (local versus national, for example), and your budget.
Not only is traditional marketing more expensive than its digital counterpart, but it is often slower when it comes to producing measurable results. Digital marketing is more affordable and produces results more quickly.
The best way to create a marketing campaign for your business is to speak to a digital marketing consultant. After all, every business can benefit from a solid online presence, and the best consultants can help you decide whether television, radio, or even billboard advertising is right for you.
Although traditional marketing still plays a very important role in reaching out to the public to help companies meet their revenue goals, the truth is that digital marketing is by far the more successful method of the two.
Digital marketing consultants are right for any business of any size, and in any location.