Video marketing vs traditional marketing: What You Need to Know

The landscape of marketing has shifted. Fast. And for businesses that want to stay ahead, understanding the difference between video marketing and traditional marketing—and how to use both effectively—has never been more critical.

Here’s the deal: Video marketing is now the powerhouse driving engagement, conversions, and brand visibility. But traditional marketing, such as print, radio, and TV, still has its place. The challenge for businesses today, particularly midsized companies looking to scale, is knowing how to leverage both to maximize results.

Let’s break it down.

‍

1. Engagement: Video is the New King

When it comes to grabbing attention, video is unmatched. It’s dynamic, visually engaging, and easily digestible. Whether it’s an explainer video, a product demo, or an engaging social media reel, video content captures attention in a way traditional marketing simply can’t match.

Why does this matter?
The average person’s attention span is now shorter than ever. According to recent studies, video content holds the attention of viewers 5x longer than text-based content. If you’re relying on static print ads or radio spots, you’re simply not keeping up with how your target audience consumes information.

Example:
Think about the success of Old Spice’s viral video campaign. Their humorous and creative commercials generated millions of views on YouTube, and that directly translated into a significant bump in sales. You don’t get that kind of engagement with a print ad or radio spot.

2. Reach: Video Goes Where Traditional Can't

The beauty of video marketing is its reach. Social platforms, like Instagram, YouTube, TikTok, and Facebook, have democratized how content is distributed. You don’t need a multimillion-dollar budget to get in front of your target audience. A single video can go viral, spreading your message across the globe without you lifting a finger beyond the initial production.

Traditional marketing is limited in this regard. It requires more significant investment and often comes with a set audience: people who listen to the radio station, watch a specific TV channel, or read a particular magazine.

Example:
A great example of video marketing’s global reach is GoPro’s user-generated content strategy. By encouraging customers to share their own adventure videos, GoPro created a massive community around its brand. This strategy allowed them to generate content that not only engaged their audience but spread organically across social media platforms worldwide.

3. Cost: Video vs. Traditional—The New Economics

Many businesses, especially midsized ones, often dismiss video marketing because they think it’s expensive. But here’s the truth: the costs of video production have dropped dramatically. A smartphone, basic lighting, and editing software are all you need to create high-quality video content that competes with the big players.

Traditional marketing, on the other hand, typically comes with a higher price tag—think expensive TV or radio ads, print costs, and billboard rentals. For many midsized companies, these budgets are often out of reach or don’t provide a strong return on investment.

Example:
Dollar Shave Club spent a modest amount on their first viral video, but it delivered an astronomical ROI—driving millions of views and ultimately a billion-dollar acquisition by Unilever. Compare that to the cost of a TV spot, which might have cost millions and delivered less engagement and fewer conversions.

4. SEO: Video for the Win

Google loves video. In fact, websites with video are 53 times more likely to rank on the first page of search results. Why? Because video content increases time spent on your site, sends positive signals to search engines, and increases the likelihood of user interaction (shares, likes, comments).

Traditional marketing doesn’t have the same effect. A print ad, for example, won’t boost your SEO ranking or encourage visitors to spend time on your website.

Example:
Moz (a leader in SEO tools) consistently uses video to drive traffic to their site. Their video content—whether it's product tutorials or industry insights—ranks high on Google, driving more organic traffic and increasing their brand’s authority.

5. Analytics: Measure What Matters

When you run a video marketing campaign, you have access to a wealth of data: views, engagement rates, click-through rates, conversion rates, and more. Video platforms like YouTube and social media sites provide real-time analytics, helping you understand exactly what’s working and what’s not, so you can pivot quickly.

In contrast, traditional marketing is often a black box. Sure, you can estimate the reach of a print ad or TV commercial, but measuring its true impact—especially on customer behavior—can be tough.

Example:
HubSpot uses video in every stage of their marketing funnel, from brand awareness to lead generation. They analyze the data from each video, refining their strategy to improve conversions. That’s the power of video analytics: measurable insights that guide better decision-making.

6. Flexibility: Tailoring Your Message to Your Audience

Video marketing is incredibly flexible. You can create content for various platforms, target specific audiences, and measure its effectiveness in real-time. Whether it’s a TikTok ad targeting Gen Z or a LinkedIn video for C-suite executives, video lets you tailor your message to different segments of your audience.

Traditional marketing, on the other hand, doesn’t offer the same level of customization. A TV ad, for example, reaches a broad audience, but you can’t easily narrow down who exactly is watching or who’s interested in your product.

Example:
Slack expertly uses video to cater to different audience segments. From humorous, relatable videos aimed at individual users to detailed tutorials and case studies targeting businesses, their video content adapts to various needs and interests.

Conclusion: The Future Is Video

While traditional marketing still has its place, there’s no denying the power of video in today’s digital-first world. It’s more engaging, cost-effective, and measurable than traditional marketing, with the potential for higher reach and stronger ROI.

For midsized businesses looking to compete in 2025 and beyond, integrating video marketing into your strategy isn’t just an option—it’s a necessity. And if you’re not sure where to start, The Courtside Group is here to help you create a video marketing strategy that drives results. Whether it's producing high-impact video content or optimizing your distribution channels, we’ve got you covered.

‍