Digital marketing vs traditional marketing: What’s the difference and how do they work together?

Choosing between digital and traditional marketing can feel like a tough call. But the discussion around digital marketing vs marketing comes down to one question: which approach delivers the best results for your business?

VistaPrint’s 2024 Small Business Marketing Report found that among the 78% of small businesses that tried new marketing tactics to reach more customers, 40% doubled down on digital marketing, 32% prioritized traditional approaches and nearly a third (28%) split their investment across both. The results show that many businesses face the same decision—whether to go digital, stay traditional or find a balance between the two.

Consumer behavior tells the same story. Over half of customers (54%) discover small businesses on social media, while 44% turn to search engines. Yet traditional channels remain powerful: 34% respond to flyers, 29% to direct mail and more than a quarter notice print ads.

There’s clearly space for both digital and traditional marketing in today’s business landscape. In this guide, we’ll unpack the difference between traditional marketing and digital marketing, explore the strengths and limitations of each and help you find the right mix to meet your goals.

What is digital marketing?

Digital marketing is the use of online channels and technology to promote products, services or a brand. It allows businesses to reach audiences in real time, track performance and target specific customer groups with precision.

If you’ve ever clicked a search ad, watched a branded TikTok or received a promotional email, you’ve experienced digital marketing. For small businesses, it offers a flexible, measurable way to connect with people wherever they spend time online.

According to VistaPrint’s 2024 Small Business Marketing Report, in partnership with Wix, the most popular digital marketing channels that the small businesses invested in were:

• Websites (60%)
• Social media ads (60%)
• SEO (50%)
• Email marketing (46%)

Types of digital marketing

Digital marketing isn’t a single tactic—it’s a mix of channels that work together to help businesses connect with customers online. Each one plays a different role in attracting, engaging or converting your audience. For small businesses, the trick is to choose the channels that align with your goals, budget and where your customers spend their time. 

Source: Digital ad design by Dudeowl via 99designs by Vista

Here are the main types of digital marketing to know:

• Search engine optimization (SEO) is the process of improving your website so it ranks higher in search results. Done well, SEO brings in steady, long-term traffic from people actively looking for your product or service.
• Pay-per-click (PPC) advertising refers to the ads that appear on search engines or social platforms, where you only pay when someone clicks. PPC is useful for quick visibility and testing offers but requires careful budget management.
• Social media marketing includes everything you do to build your brand presence on platforms like Instagram, LinkedIn, TikTok or Facebook. It combines organic posts to nurture community and paid ads to reach new audiences with precision targeting.
• Content marketing focuses on creating helpful, entertaining or educational materials—such as blogs, videos, infographics or podcasts—that attract attention and position your brand as an authority. Good content also supports SEO and social campaigns.
• Email marketing involves sending targeted messages straight to customers’ inboxes. From welcome sequences to seasonal promotions, it’s cost-effective, measurable and a powerful way to nurture loyalty.
• Influencer marketing means partnering with online personalities, from niche creators to big names, to promote your products. This approach works especially well for lifestyle brands or businesses aiming to tap into a ready-made community.
• Affiliate marketing is about collaborating with affiliates who earn a commission for driving sales or leads. It’s performance-based, so you only pay when results come in.
• Video marketing uses platforms like YouTube, TikTok or Instagram Reels to share tutorials, product demos or brand storytelling. Video is highly engaging and often prioritized by algorithms.
• Mobile marketing focuses on campaigns designed for mobile users, such as SMS promotions, app-based advertising or location-based offers. It’s particularly effective for local businesses.
• Display advertising uses banner ads, pop-ups or retargeting campaigns to keep your brand top of mind as users browse other sites.

Pros and cons of digital marketing

Digital marketing has become the go-to choice for many small businesses because of its flexibility, measurability and reach. But like any strategy, it comes with trade-offs. While it opens doors to real-time engagement, precise targeting and cost-effective campaigns, it can also feel overwhelming, fleeting or even intrusive if not executed thoughtfully. 

Understanding the advantages and drawbacks can help you decide how to best integrate digital tactics into your overall marketing mix.

Source: Social media post designs by Terry Bogard via 99designs by Vista

Pros of digital marketing

• Wider audience reach: Most people spend hours online daily, allowing you to connect with audiences far beyond your local area—whether across town or across the globe.
• Cost effectiveness: Digital campaigns are often more affordable than TV or print ads. You can start small, test different approaches and scale what works without heavy upfront costs.
• Real-time analytics and feedback: Tools like Google Analytics or social media insights show what’s working in real time. You can track clicks, conversions and engagement, then adjust campaigns instantly.
• More engagement options: Digital channels enable two-way interaction—likes, shares, comments and reviews offer valuable insight into how people perceive your brand.
• Precise targeting: Platforms let you tailor campaigns by demographics, location or interests so your message reaches the right people at the right time.

Cons of digital marketing

• Digital overload and ad blockers: With so many ads competing for attention, customers can quickly tune out—or avoid them entirely with ad-blocking tools.
• Privacy and security concerns: Data protection laws and consumer skepticism about how businesses use personal information can make targeting more complex.
• Constant change and overwhelm: Algorithms and best practices evolve fast. Staying effective requires continual learning and adaptation, which can be tough for small teams.
• Less permanence: Unlike print materials, digital ads vanish when a user scrolls past or a campaign ends, making it harder to leave a lasting impression.

What is traditional marketing?

Traditional marketing refers to offline methods of promoting a business. Long before digital platforms existed, brands relied on print, broadcast and face-to-face strategies to reach their audience—and many of those tactics are still effective today.

Traditional channels build trust and tangibility. A well-placed billboard, a direct mail postcard or a high-quality business card can leave a lasting impression, particularly for local or community-based businesses.

Our 2024 Small Business Marketing Report reveals that the top traditional marketing tactics favored by small businesses were:

• Business cards (50%)
• Events and tradeshows (32%)
• Print advertisements (31%)
• Promotional materials (29%)

Types of traditional marketing

Traditional marketing covers a wide range of offline channels that have been used for decades to reach customers in tangible, memorable ways. From print ads to event sponsorships, traditional tactics can complement digital campaigns by giving customers something they can literally hold, see or experience in person. 

Here are the main types:

• Print marketing is ideal for sharing detailed information and creating a lasting impression that customers can refer back to. Common examples are flyers, brochures, postcards, catalogs, business cards, magazines and newspapers.
• Broadcast advertising reaches large audiences through TV and radio commercials. While often more expensive, these formats are highly effective for brand storytelling and broad awareness.
• Outdoor advertising uses billboards, posters, banners, signage and vehicle wraps to achieve high visibility. It’s especially effective for local businesses looking to capture attention in specific areas.
• Direct mail delivers catalogs, letters, postcards or promotional packages straight to homes or offices. This channel allows for targeted outreach and can be highly personalized.
• Telemarketing involves phone calls or SMS campaigns aimed at connecting directly with customers. Though less common today, it can still work well for certain industries, especially for follow-ups or exclusive offers.
• Events and sponsorships include trade shows, local fairs, community events and conferences supported with branded booths, merchandise or displays. These opportunities foster face-to-face interactions and relationship building.
• Point-of-sale marketing focuses on in-store displays, signage and packaging that influence purchasing decisions right where they happen.
• Promotional merchandise includes branded giveaways such as pens, tote bags or T-shirts that keep your business top of mind long after the first interaction.

Pros and cons of traditional marketing

Traditional marketing may not be as fast-moving as digital, but it continues to offer value for businesses—especially when building local presence or brand credibility. 

Here are the key advantages and drawbacks.

Pros of traditional marketing

• Tangible and memorable: Printed materials, billboards or in-store signage create a physical presence that people can hold, see or experience in their daily environment. This tangibility often makes campaigns more memorable than digital ads that disappear with a click.
• Strong for local targeting: Local newspapers, direct mail and community event sponsorships are effective for reaching customers in specific geographic areas. This makes traditional marketing particularly useful for small businesses that rely on nearby customers.
• Brand prestige and authority: High-visibility placements like TV commercials, glossy magazine spreads or large-format outdoor ads convey credibility and professionalism, helping elevate how customers perceive your brand.

Cons of traditional marketing

• Limited audience reach: Traditional campaigns are tied to geography and distribution channels, making it harder to reach broader or highly specific audiences compared to digital methods.
• Higher costs: Running print or broadcast campaigns often requires a significant upfront investment, which can be prohibitive for small businesses with limited budgets.
• Difficult to measure and track: While brand awareness surveys or coupon codes offer some insights, traditional marketing lacks the real-time analytics of digital, making ROI harder to evaluate.

Difference between traditional marketing and digital marketing

The biggest difference between digital and traditional marketing is the medium: digital campaigns use online platforms like websites, while traditional campaigns rely on offline channels such as print advertising. 

But the distinctions go beyond where messages appear:

• Reach and audience targeting: Digital marketing can reach global audiences and target them by age, location, interests or behavior. Traditional marketing is broader and often better suited for local audiences, but it offers less precise targeting.
• Cost and ROI: Digital channels are generally more affordable and flexible—you can start small and scale what works. Traditional methods like TV ads or magazine spreads often carry higher upfront costs, which can make ROI harder to achieve for smaller budgets.
• Measurability and analytics: With digital, you get real-time data on clicks, conversions and engagement. Traditional campaigns are harder to track, often relying on indirect measures such as surveys or sales lifts.
• Integration and engagement: Digital marketing encourages two-way interaction—customers can like, share or comment. Traditional marketing is one-way communication, but its tangible and immersive nature can create lasting impressions.
• Speed and flexibility: Digital campaigns can be launched, paused or adjusted instantly. Traditional methods take longer to plan and produce. Of course, once they’re out in the world, they may be difficult to change.

Both approaches have strengths. Traditional channels build credibility and brand recognition through tangible experiences, while digital campaigns deliver agility and measurable insights. Together, they form a well-rounded marketing strategy.

Which type of marketing should you use?

The key to a strong marketing campaign is understanding the principles of marketing and finding the right balance between traditional and digital. They aren’t competitors—they’re complements. Traditional marketing builds trust and leaves a tangible impression, while digital marketing delivers reach, flexibility and measurable results. Used together, they strengthen one another.

A good example comes from Guinness. Their TV commercials are legendary—so memorable that the 1999 “Surfer” ad is still considered one of the best of all time. But Guinness didn’t stop there. To connect with younger, digital-first audiences, they created video content designed specifically for Facebook and Instagram. Rather than simply repurposing their TV spots, they shot social-first videos with mobile viewing in mind and targeted them at defined audiences.

The result was a visually striking campaign that worked across both worlds: the brand authority and cultural weight of traditional advertising, combined with the reach and shareability of digital.

Source: Modern digital marketing by Guinness via Marketing Week

For small businesses, the same principle applies. You don’t have to choose one or the other. A flyer distributed in your neighborhood can drive awareness, while a social media ad can capture leads online. If local visibility is a priority, check out our guide on how to promote your business locally for practical, low-cost ideas that pair perfectly with your digital marketing efforts.

The right mix depends on your audience, your goals and your budget—but combining both approaches usually delivers the strongest impact.

Find what works for you

Ultimately, both types of marketing have their benefits and downfalls, but the key is understanding your specific marketing needs, considering your budget and understanding your target audience. Here is a list of 14 marketing materials, both digital and print, to help you get started.

Traditional marketing channels are often more expected and welcomed by the Baby Boomer generation and Gen X—people who own televisions and prefer to buy newspapers, for example. However, digital marketing is a surprisingly suitable route for all ages, not just millennials and Gen Z—it’s not unusual for older generations to spend hours scrolling through Facebook, sharing videos and shopping online.

The moral of the story: both digital and traditional marketing can work for you, as long as you know what your audience wants and where they expect to find it.