Traditional copywriting is a form of advertising information content that uses newspapers, magazines, books and direct mail advertisements as carriers. It has certain limitations and can only be used for static publicity in the form of articles or pictures and texts; while e-commerce copywriting has a richer form of expression and dissemination channels, which improves the use value of copywriting and makes copywriting a low-cost, high-efficiency marketing model. However, traditional copywriting also has some effects that e-commerce copywriting cannot achieve. In general, the differences between the two mainly include the following points.
(1) The layout of traditional copywriting is more formal, generally using the formal writing style of articles, with a beginning and an end, and telling a story; the layout of e-commerce copywriting is more casual, focusing more on the overall aesthetic effect of the copywriting, and having a stronger sense of design.
(2) Traditional copywriting takes a long time to publish and has a high threshold; e-commerce copywriting is published in a timely manner and can quickly perceive the audience’s response.
(3) Traditional copywriting mainly acts on advertising and news; e-commerce copywriting runs through the entire network platform and has a wider range of effects.
(4) Traditional copywriting is not suitable for reprinting and has weak dissemination power; e-commerce copywriting can be viewed by a large number of netizens and is very easy to copy, paste and spread.
(5) Traditional copywriting is mainly used by large, medium and small enterprises or factories; e-commerce copywriting is mainly used by website owners, online merchants and store managers.
(6) Traditional copywriting is mainly based on paper media and is static; e-commerce copywriting is mainly based on online media and is dynamic.
(7) Traditional copywriting has a short lifespan and is difficult to preserve; e-commerce copywriting has a long lifespan and can be stored in databases or computers.
(8) The distribution channels of traditional copywriting are systematic and large-scale, and the readers are relatively fixed and loyal; the distribution channels of e-commerce copywriting are relatively scattered, and the netizens have low loyalty.
Comparatively speaking, e-commerce copywriting is more hierarchical, fashionable, interactive and extensible than traditional copywriting. It is a new type of cross-border e-commerce copywriting derived from traditional copywriting, which pays more attention to the hypertext writing ability and innovative creative ideas of copywriters, and is more in line with the life and consumption habits of current consumers.