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Digital marketing makes it easy for local and international audiences to reach It can also communicate in social media and search engine with the audience. Interaction is crucial because it can inspire customers to take action, to visit your web page, to understand your products or services and lead customers to send you a message.Traditional advertising doesn't have the maximum reach to cater audience from various place and if it does it will surely cost more than what digital marketing cost.

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The internet has drastically changed the advertising industry, and it continues to change as new technology and platforms are released. As most of us know, in digital advertising you can tailor a campaign to specific audience demographics, such as gender, location, age and interests. This means your campaign will be more effective. At the same time, you can also have an interaction with your audience with the use of social media networks. From direct interaction you can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them, buy them and provide feedback which is visible to your market.                                  Traditional marketing methods don't allow for audience interaction besides, it is expensive and it is hard to know who actually read, saw or viewed your advertisement. You may still consider to use traditional marketing if you’re looking to target an older generation who aren’t always as internet savvy as a millennial audience.

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The rapid increase in the use of digital advertising has altered the way business is done because businesses want to advertise with companies who consumers already know and use frequently like Google and Facebook. With Google’s local search marketing tool, brands that have previously struggled with local SEO can boost their chances of increasing local leads and conversions. Facebook provides a similar marketing tool for regional and local brands.  With Facebook’s audience targeting, advertisements can be shown to a specific audience by demographic, interests or behaviours.

While traditional advertising is still effective, it is not the only way to make a product popular among  the consumers. Digital advertising has become more prominent as it is cost effective whereas the recurring costs in traditional advertising can become a huge investment that may not give a good return. One of the strengths of digital marketing is that the content regarding a product can easily be updated and adjusted. Unlike in traditional marketing wherein it takes a lot of effort to tweak.  In terms of campaign effectiveness, when an online marketing campaign is launched,  companies can effortlessly identify where they are going wrong and if it is successful or not. This alone makes digital marketing much better than its traditional counterpart.

According to the article, newspapers have websites but the revenue generated from this medium is small compared to print. The government should look into the local taxes imposed on the newspaper companies and look for effective measures to ease their burden and safeguard the media ecosystem. Proactive regulations can be implemented to reduce the duopoly of Google and Facebook. The newspapers should collaborate and look into paid subscriptions whereby they can focus their advertising on enticing readers to read more online news, this may become an important source of revenue.

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Digital marketing able to tracks your ROI better, its analytic capabilities give you the opportunity to enhance it. Knowing what you spend, and what you get in return is the key benefit of digital marketing.   a properly planned and well targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods, because digital marketing able to reach target audience more specific with low cost. Furthermore, can obtain detailed information about how customers use your website (if you have website platform) or respond to your advertising.

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Rosidah Mohamed Jusin
Human brain enables to grab attention with visual and stories rather than words. The convergence of technology and innovation change the landscape of advertising. The most important in advertising is to understanding consumer behaviour and how to built the relationship with them. Digital ads enables to reach consumer worldwide,  convenience and the most strength is the creativity in delivering information.

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The reason for the increasing growth of digital advertising because it provided advertisers with mountains of immediate and tangible feedback information: from visits, to clicks, to purchase conversions and ultimately an actual ROI by allowing advertisers to better understand customer needs and, therefore, deliver relevant information to customers at the right times, for the most efficient price. For sellers, it dramatically expands their advertising inventory and creates significant new sources of revenue. Even the trend on digital advertising spend would continue however each medium still have its role in the ecosystem, I believe the traditional advertising would survive by strengthening on relevancy and increasing their meaningful connections with customers.

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The increasing growth of digital advertising because digital advertising is proving its worth to brand marketers every day by creating new desire and demand, increasing engagement and loyalty. Meantime, digital advertising not only delivers excellent ROI efficiency itself, but it also cheaper than traditional advertising and allow marketers to spend less while gaining more. However, the impact will bring because   digital not enough effective to generating brand awareness if compare to traditional advertising, therefore marketers need to create bridges between traditional advertising and online advertising.

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According to MCMC’s report in 2018, the percentage of Internet users in Malaysia is 87.4% where smartphone is the most common device used to access Internet (93.1%). With a high penetration level of Internet, advertisers made a switch publishing their ads online which affected the traditional ad industry hard time as they largely depend on advertisements to run the media.

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Digital Ads able to reach the target market with low cost, analyse the data and tracks on who are interested with the ads in order to find out the potential customers and then engage them. It can helps in long-term return which traditional ads would not make it. But, although digital ads is growing, it still cannot break down the traditional ads as it is needed to reach customers across different touch point in the full marketing ecosystem.

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Digital ads offers something that print ads cannot provide to the marketer in which the measurement scale of the ads. When we speak about business landscape, the marketers are seeking for an accurate result of their campaign in terms of reach and the effectiveness of the strategy itself. Plus, digital ads is more cost effective and easy to monitor through CRM than print ads.

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Digital Ads provides accurate metrics and data which ensure the prove of effectiveness comparing to traditional ads.
Besides metrics, digital ads help to measure the understanding of the audience on the campaign/ event conducted.
It’s easy to spot if the marketing strategies are working from surveys and data collection.

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Digital Ads bring in positive ROI to companies and easily can be
monitor through CRM. It is the most effective strategy to create awareness for a new brand/product. Compared  to traditional ads, it's costly, and can only reach certain target group.

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Besides digital ads being fast and convenience, it is all about making sure company appropriately distribute the money to reach the right customers. Therefore via cookies as data retrieval tools, the right customer can be track for advertising purposes which digital ads can provide customer data better than traditional ads.

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Digital ads allow precision marketing audience targeting (e.g. based on interest and gender) throughout the consumer journey  while traditional ads do not. This makes reaching the right prospective consumer easier, faster and more cost effective. The newspaper industry may be hit, but not solely because of digital ads (e.g. poor quality journalism) since traditional media like radio and tv are still employed by advertisers.

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Duopoly Digital Ads is offering the convenience to the businesses whereby connecting to the clients directly. Furthermore, the client can easily contact the businesses in order to know more about their product.

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Digital Advertising is more sophisticated, relevant and personalized. People spend more time online than ever .Thus, Digital advertising offers an ideal way to reach those users on their multi-device and via multi- channels. With Digital advertising, marketers can target the exact audience based on their interest, lifestyle, behaviors ...etc.

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Facebook and Google is the leading social platform that drives the most traffic nowadays because everything is turning into an online channel. Besides, digital ads have a better connection they can make with their customers compare with traditional ads because digital ads are less expensive and able to absorb everything else. One of the reasons traditional ads industry not only in Malaysia but also in other countries face critical because traditional ads getting less attention from the audience.

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The reason behind the increasing growth of digital ad is audience are free to access the advertisement from the internet. However, a declining trend of the revenue of traditional ad industry become more and more inevitable.

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The reason is the rise of digital colonialism. Google's & Facebook's digital ad revenue able to dominance mobile apps. These both companies can easily target all range of user more effectively compared to traditional ad industry.

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Digital ads wide reachable mass audience. Easily blast out without costly compare with traditional ads in different touchpoint in full digital ecosystem.

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Digital Ads are cost effective & efficient in reaching out customer with quality of ads creative unlike traditional ads