Digital Marketing v/s Traditional Marketing 

Spending on digital marketing is predicted to grow 12% in the next year, while budgets for traditional (non-Internet) advertising will fall 2%. (The CMO Survey)

Many business wants to leverage on the fact that many social media channels allow to have their profiles at no cost. These channels give them the opportunity to do marketing at no cost or at very less cost compared to traditional marketing options like newspaper, journal, banners, hoardings, etc.

Growing smart phone users and increasing internet penetration is a boon to many businesses to reach out to mass even many miles far away which otherwise they wouldn't have achieved with traditional medium. Advantages like these are numerous and hence it makes sense to every business to have presence over multiple channels of social media.

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So does it mean businesses should give up going traditional marketing, which they have been following since ages. Many are used to conventional marketing tools and most loyal customers wish to learn more about their favored brands majorly through this route. While many consume social media, there is still a large chunk who haven't started consuming or just started getting used to digital media.  It also depends on category which you belong to, for many industries conventional route gives allows them to achieve their targets. Though Digital Marketing is on rise, it's may be still too early to give up conventional marketing

There should be a balance between two and integration of multiple channels poses challenges in terms of consistency of message conveyed or perceived across these channels in communication. Knowledge in IMC will be of great help while going for marketing across channels. It basically emphasizes on the fact that you need to give importance to brand strategy and its objectives in mind while taking the route of multiple channels.

When you Toss- sometimes calling head or tail is just not an obvious answer.