Physical and digital marketing both have advantages and disadvantages about them. They also reach their audiences in different ways as well as reaching different types of audiences more than the other one does.
Physical marketing such as flyers, posters, busking and gigs are classed as physical because of the personal interaction the marketing is with the audience. A good point about Physical is that it is an easy way to reach a local audience. For example Flyers can be handed out in your local town or even posted to houses in your local area. Posters will be seen by everyone walking through your town if they’re placed visible to passers by. Same goes for busking as it markets yourself and your music to people who pass by. Gigs are another way for marketing but you wont be able to get an audience to a gig without the other marketing techniques both physical and digital. But gigs are good for marketing because it helps you gain fans of your music.
Another good point about physical marketing, especially flyers/handouts is that it interacts with the target audience the most. The flyers can be kept and its always good to have a physical copy and it seems more personal towards the audience. Audiences like to have that interaction with the band, for example Ivory Wave send out stickers free with each ticket sale. I think this is a good idea for physical marketing because you have something to keep from the band. Another good point is that physical marketing can be straight to the point because it only have a small flyer or poster to give the audience all the information on if they’re interested.
But here are a few bad point about physical marketing. One point is that even though you are distributing your flyers and loads of people are looking at your posters. Only a few people out of the many will be interested in what you are marketing. The job of flyers and posters is more of an information provider to the public that only advertises in a hope that people will read and be interested in what your product is. Whether it will be a new album, gig or even just your band.
Another disadvantage of physical is that it is usually hard to find out whether your physical marketing was a success or a failure. This is because it is hard to measure how well the marketing went. So you will have very little statistics to go off on next time you market your music. Plus also you need to know if it is worth physically marketing with flyers and posters etc because printing can be quite costly if you print many copies off to distribute around. But one of the main problems for physical marketing is that its range is very small and is usually only successful locally. Unless you travelled around England distributing them in more than one place. Usually with physical marketing it only helps you gain an audience from a small area.
Personally i think that Physical marketing is a good way of gaining an audience. i just think it would be really hard to gain a big audience just off physical marketing. However i do understand the restrictions physical marketing has like lack of statistics and range. i do think it is a good way to distributing and gaining an audience locally.
Digital marketing such as social media, email lists, forums, blogs etc are classed as digital marketing because it is all done online. A good point about digital marketing unlike physical where you can only really distribute locally, with digital it is easy to distribute locally, nationally and internationally. Plus it is easier to target specific audiences by targeting different ages, genders, locations, music preferences and targeting people by using tags.
Another good point is that you can interact with posts, events and videos with followers, subscribers and fans. They can like your posts, show that they’re attending your event and share your pictures/posts. Plus it is easier to tell people information such as “go check our website out” and “heres where to buy our album and tickets for out next gig”. Although physical tells you all the information you need. Digital makes it easier for the audience to find more information about the band, the music, the events and videos.
Another good point is that there are loads of platforms that the audience can choose to look at your marketing on. Where as in physical they have to look at the information on a flyer or a poster. But with digital they can find the informations that your marketing on many social media platforms, emails, blogs. So the audience have a broader way of receiving information that you are marketing. Plus unlike physical where it could become quite costly for quite little results, digital is usually free to market on online platforms unless you wanted to invest on some online advertisements. But it is still quite cheap to do. Unlike physical you can actually measure who is viewing and interested in your marketing. You can even narrow it down to what locations, ages, genders and music interests are interested in your marketing more than others. For example ‘Andy Edwards’ said that the main audience in the progressive rock industry are middle aged men. He knows this from the turn outs of gigs, and statistics of online ticket, album sales and online fan bases. You can see how many people like your band page, how many viewed your band page and how many likes you’ve got this week. So compared to physical, you can get a very detailed amount of info to help you out with in future marketing ideas.
another good point is that it could go viral. Your marketing idea could be seen by more people than who you’ve actually distributed too. This is because for example, if someone from your fan page likes your post, people out of their friends might also see that their friend liked the post. This creates a big web of friends of friends of friends seeing whoever liked the post. You can’t get that with physical unless the person who is interested in what you’ve put on the flyer tells their friends about it too!
But a bad point about digital is that there is a greater competition to get your information across because so many other people will also be trying to reach a wide audience with their music. So this makes it easier for marketing ideas to drown within all the other marketing ideas around.
Personally i think Digital marketing is a great way to gain an audience but you have to use it very tactically otherwise your digital marketing wont work at all. I think a mixture of physical and digital marketing is the best way of distributing your music. This is because you’ll have the best of both ways so they both support one another.