VS

Classic Marketing

Digital Marketing

TYPE OF MARKETING

Uniform, Structure, ClearAdvertising campaigns, Service hotlines

Dissected, Spread, UnclearStatus updates, blog articles,

Community posts, ad campaigns, comments, Twitter messages, etc.

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DIRECTION OF COMMUNICATION

Unidirectional (One to Many)Information spread by company (active)

consumers only Listen

Multi Directional (Many to Many)Both company and consumers talk and

listen (both active)

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SCHEDULING

Long-RangingAd campaigns are planned both over

and for a long period of time

SpontaneousAd campaigns not planned in detail but

reactions to comments and requests

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COMMUNICATION WITH CONSUMER

Well Considered & Reviewed

Communication only between company and consumer (via

email, phone or letter) point of discussion is kept secret

Fast, PublicReactions to comments are

immediate and public, anyone can read and join a discussion

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AVAILABILITY

During Work HoursNo direct support beyond regular

(8/5) working hours

Permanent (24/7)Constant readiness to reach to

(negative) comments and consumer requests replies expected within max. 24h

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SCOPE

SpecificOptimized for certain target audience

and markets

GeneralAvailable for anybody, anywhere

(optimized for the public)

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WEALTH OF EXPERIENCE

AnalogSimilar successive campaigns, assured

legal position

Alternating, InnovativeChanging technical requirements,

innovative marketing concepts, legal position unassured.

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SUPERVISION

Consumer ProtectionMarketing activities supervised mainly

by consumer protection and competitors

Users, PlatformsMarketing activities supervised by authority for consumer protection,

competitors, platform operators and users

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LANGUAGE

Formal, Legally SafeStrict marketing language, ready-made

full sentences

Genuine, DirectNo ready-made sentences but personal

responses and short answers

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PEOPLE INVOLVED

Marketing DepartmentPublic relations department, external

agencies, sales department

New media marketing dept.Social media department, PR

department, every employee and user, management.

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