Differences between Traditional and Digital

What separates traditional marketing and marketing in digital

age?

On-Demand Marketing

• What is new?– On-demand centre to store your business information– Information stored can be retrieved anytime through the

internet• Why is it special?– Convenience for your customers and yourself can

maximize your sales and save you cost

On-Demand Marketing

• What is new?– Computers can now take care of repetitive

communications requests• Why is it special?– Saves costs by answering your customers’

questions once and for all

On-Demand Marketing

• What is new?– You can now track customers’ service sessions and

purchases– You can record almost anything that they do on your on-

demand marketing center• Why is it special– Understand of what your clients need and offer what your

clients want.

On-Demand Marketing

Assisting Traditional Marketing

Deficiencies of Traditional Marketing

1. Aggressive yet passive2. Cannot deliver timely information3. Cost of marketing media

Aggressive yet Passive

• Aggressive– People can’t turn it off even if they don’t wish to

see it anymore• Passive– People have to wait for the AD even if they want

to see it

Aggressive yet Passive

• On-Demand Solution– Always allow your customers to access your

information– No longer in the hands of fate

Un-Timely Information

• After delivery, you cannot change/update the information

• After development, you cannot modify your contents

• Your customers may not receive the most timely information as a result

Un-Timely Information

• On-Demand Solution:– Always provide the latest contents for your

customers to access– Only have to update your information at one place

Cost of Marketing Media

• Billboard Ad: $3000-$5000/month• Yellow Page : $1200/yr for smallest Ad• Flyer: 40 cents per flyer, $1200/campaign• Newspaper Ad: $1500/week• TV Commercial: $ a lot• Radio Commercial: $1/sec

$2000-$3000/campaign

– All info provided are for reference only

Cost of Marketing Media

• On-Demand Solution:– Smaller ad space– Single page flyer–Minimize mailing expenses–Minimize reprints of catalogues or

brochures

On-Demand Marketing

Satisfying your customers in digital age

Your Customers in Digital Age

• Busy– Won’t call you during regular hours– Demand 24/7 info delivery channel

• Resourceful– Can find competitor as easy as they find you

Your Customers in Digital Age

• Limited physical compare shopping• 70% general customers shop online before

purchasing in store (UCLA)• Internet influenced US$130 billion offline

purchases in 2003 (CrossMediaServices.com)

On-Demand Marketing

Advanced Applications

ATM Machines

• Banking Systems– Access your banking information

anywhere in the world at any time– Transactions are recorded in real-

time

ATM Machines

• Advanced machines combine with internet

• Internet allows the communication with servers instantly

ATM Machines

• Real-time teller services without the hassle

• No more line-ups for customers• Win-win situation for both banks

and customers