What Small Businesses Need to Know
What Small Businesses Need to Know
Small business owners often face a familiar dilemma: should they invest in print ads, local sponsorships, digital marketing, or social media campaigns? The truth is, there’s no single answer, but understanding the differences between digital and traditional marketing is key to making smart decisions.
Traditional marketing includes print ads, direct mail, radio, billboards or TV spots, event sponsorships, and in-person promotions. Its strengths are clear: a good camapign can build local recognition, provide a tangible presence, and convey credibility. A well-placed print ad, branded content, or sponsorship can create long-lasting awareness and trust with your audience.
But traditional marketing also has limitations. Measuring ROI can be difficult, feedback is slow (if at all), and costs can sometimes be prohibitive for smaller budgets. Adjusting campaigns mid-flight can be hard, which can make small missteps more costly when not outlined ahead of time.
Digital marketing encompasses social media, email campaigns, search engine marketing, website content, retargeting, and programmatic advertising. Its power lies in measurability, precise targeting, and the ability to scale quickly.
For example, a small retail store can run a geo-targeted ad campaign that reaches nearby potential customers, tracks who clicks, and even measures foot traffic in the store. Campaigns can be adjusted in real time based on performance, making digital marketing highly flexible and cost-effective.
A client of mine was considering whether to spend her marketing dollars on a local print ad or a digital campaign. After weighing the options, she said, “We just have to keep showing up in front of their eyeballs.” She understood that the right approach often combines both, using digital for targeted, measurable engagement and traditional tactics for broader visibility and trust.
Digital marketing levels the playing field. Small businesses can compete with larger competitors without enormous budgets. It allows precise targeting so ads reach people most likely to engage or buy. It also delivers measurable ROI, so you can see which campaigns generate leads, foot traffic, or sales.
Moreover, digital can complement traditional efforts. A print ad might raise awareness, prompting prospects to search online, visit your website, or respond to a geo-targeted campaign. The combination amplifies results far beyond what either tactic could achieve alone.
For small businesses, the key is clarity and simplicity:
Digital marketing is not a replacement for traditional tactics, it’s a tool that amplifies them. Small businesses that understand the differences, use digital strategically, and integrate both approaches will reach the right people, maximize ROI, and build long-term growth.
It is important to note, beginning in October, changes at the State level require digital media providers to tax clients for digital tactics.
Amy Yaley is the COO of Ward Media and the co-owner of Northwest Swag Works. She can be reached at amy@ward.media
