Proven Tips For Merging Your Brand’s Traditional Vs Digital Marketing Campaigns Effectively
The digital age has brought us new ways to advertise our products and services. Many companies have hurried to unveil digital marketing campaigns, but some still see value in traditional marketing tactics. Others have tried to merge the two approaches together, and the results are looking good.
In the modern world, both forms of marketing are still useful and using them together can give your company the edge it needs. However, merging the two forms of marketing can be tricky, and if you don’t do it right your results will be suboptimal. Experience has shown there are certain tricks that make for a successful merged campaign of both digital and traditional elements.
What Is Traditional Marketing?
Traditional marketing is the various forms of advertising used before the digital age opened up new possibilities. There are four broad categories of traditional marketing.
- Print. Print marketing dates back thousands of years to Egyptian papyrus. Nowadays it includes newspaper advertisements, magazine advertisements, brochures, newsletters and any other printed material made for distribution.
- Broadcast. Broadcast marketing refers to television and radio ads, as well as any on-screen advertising in a movie theater. The first radio advertisement aired on November 2, 1920. The first television ad came in 1941.
- Direct mail. The Sears Catalog is the classic example of direct mail and dates back to 1888. A direct mail marketing campaign is any campaign that mails advertisements to consumers. It includes brochures, postcards, fliers, catalogs, letters and any other printed material. Direct mail is also print marketing, but only those printed materials that are mailed to consumers.
- Telemarketing. Telemarketing has fallen into ill repute. The United States government has passed laws meant to curb its abuses. A telemarketing campaign is any campaign where salespeople call consumers to convince them to make a purchase.
It was the mid-sized companies and large corporations which tended to use television ads due to its high production costs as well as purchasing price. Smaller companies made more use of printed advertisements and radio spots, which tended to be a lot less expensive.
Does Traditional Marketing Still Work?
Traditional marketing is still an effective way to advertise. It is more expensive, but has a higher success rate than most digital efforts. The old adages of traditional marketing are still trustworthy today:
- People will buy if they are emotionally motivated.
- Personalized communication makes people take notice.
- An engaged target market will want to stay connected.
- Face-to-face time is still the most powerful.
Digital marketing did not discover new reasons why people buy; it simply presents new ways of reaching people to motivate those same reasons. Traditional marketing addresses the same core motivations to buy as it always did and continues to be an effective way of reaching consumers.
What Are The Pros And Cons Of An Entirely Traditional Approach?
The old forms of marketing still work. They typically have higher success rates than digital campaigns. They can reach a wide audience and are the only way to reach consumers who are not online, or not often online. They tend to have a bigger impact and stick in your memory longer, partly because they use a more personal approach.
On the other hand, it is more expensive and harder to target a traditional marketing campaign. Even though the success rate is higher, it is hard to track the results and measure campaign effectiveness on an individual basis. Therefore, adjusting future campaigns for better results is harder as well.
What Is Digital Marketing?
Digital marketing is a relatively new phenomenon compared to traditional marketing. It represents categories of advertising made possible by the internet. It can come in a variety of forms.
- Email marketing. You can target emails at prospective leads as well as established customers. It might be a newsletter or a follow up email. Holiday promotions are also popular.
- Automated marketing. Software programs can run a marketing campaign with newsletters, social media posts and campaign tracking. After you program the campaign, it runs on its own and can be an effective strategy with low labor input.
- Affiliate marketing. With affiliate marketing, you pay someone a commission for promoting your product. This might be a YouTube video ad or social media influencers posting links to your content.
- Pay-per-click ads. A new form of digital advertisement that encourages consumers to click on a link that takes them to a webpage with your product information and/or the ability to order. Google AdWords is one popular way to try pay-per-click advertising, but there are paid ads on Facebook and promoted tweets on Twitter as well.
- Social media marketing. Promoting a brand on social media can be an effective strategy and costs nothing. The main ways to do this are by creating a Facebook page, a Twitter account, Snapchat accounts, Instagram posts and Pinterest pages.
- Search engine optimization. Optimizing for search engines is a way to configure a website, a blog or an infographic so that it will show up earlier in search engine results. The higher your rank in a results page, the more free advertising you get.
- Content marketing. This refers to written and visual content aimed at increasing awareness of your brand and generating leads for new customers. This can include blog posts, ebooks, white papers, infographics and online brochures.
Compared to digital markets, traditional markets have a sharper divide between how the big and small players approach their campaigns. A TV spot might be too expensive for a small business, but digital campaigns are easily accessible by businesses large and small.
What Are The Pros And Cons Of An Entirely Digital Marketing Campaign?
Digital marketing has taken off because it has many strong aspects. It is fast paced, matching the modern world we live in. With digital marketing, you can reach an even wider audience because it is easily accessible by nearly everyone. You can target your marketing more precisely, and because you can collect informative data on your campaigns and track your results, you know how to target your marketing better after each campaign.
On the downside, digital marketing does not produce the same results, pound for pound, that traditional marketing does. It’s cheap, but that means everyone is doing it, so it is hard to get noticed. The constant content creation can be demanding, too.
Why Should Small Business Owners Worry About Digital Marketing?
Small business owners have a lot to gain if they learn about and implement digital marketing. Unlike some forms of traditional marketing, there is no digital campaign that is not within the grasp of a small business owner. Television ads can be expensive to purchase and to produce, but email campaigns and social media content cost only the labor hours it takes to design them.
Digital marketing for small business looks about the same as for big business and is just as viable. Traditional methods still work, but with such low costs digital campaigns can be an amazing tool for small business owners.
Will Digital Marketing Replace Traditional Marketing?
Digital marketing is a new and complementary way of achieving what traditional marketing did in the past, rather than a full replacement. Digital marketing is more of a microwave to accompany the traditional stove than a car to replace the horse and buggy. Traditional marketing is more effective and personalized, but also more expensive and slower to react. Digital marketing is agile and fast and costs next to nothing. It can reach a wider audience, but has less impact.
For best results, marketers are learning to combine the two forms. Digital’s wide reach can benefit from traditional marketing’s personal impact. A strong traditional campaign can get a jolt from a cheap digital supplement. There are lots of ways to combine the two, and human creativity will no doubt concoct more combinations in the future.
How Can We Best Integrate Digital And Traditional Campaigns?
Both approaches to marketing offer benefits that the other cannot. Logically, many businesses want to get the best of both worlds. This has created a demand for integrating the two marketing approaches for a more thorough marketing strategy that reaches more people. There are a few ideas that can successfully combine the two approaches.
- Add your digital accounts onto your printed ads. You can put your web address or a social media account on a billboard, for instance. If the ad attracts the attention of viewers, they will notice the digital portion as well. They can research it on their own time later.
- Use TV ads to direct people to your website. Experts predict that this trend will grow as it demonstrates its effectiveness. Marketers have long known the power of a television ad campaign. A good ad can draw in a significant portion of viewers. If you get the information about your website to the viewer quickly, you can drive a lot of traffic to your website.
- Include a QR code in a magazine or newspaper. Many people still read printed media. Even if they don’t purchase it themselves, they will pick up a magazine in a dentist’s office, for example. By scanning the code, the viewer gets access to a webpage, which is an effective way of bringing in traffic for increased sales.
- Run a digital newsletter campaign. A traditional flyer or newsletter can work just as well as a digital version. If you have collected information from prospective customers for a mail campaign, all you need to do is collect their email address to make it an electronic mail campaign as well. You can share these digital versions on social media, too.
- Tell customers about the online store. When you make an instore sale, it is the perfect time for your salespeople to let your customers know you have an online platform for purchases. They can tell customers about webpages and social media sites, too.
- Drive customers to your store from the web. Some people prefer to go to a store in person, even if that business has a web presence. If you make contact with a prospective customer online, give them information about your brick and mortar store. You can also create ads for specific locations to increase awareness of your physical store.
- Advertise local events online. You can create an event page on Facebook and invite users to it. Afterwards, use Twitter to make contact with the participants. If you create a hashtag for your event it may even start to trend.
A digital marketing campaign can be an effective way to advertise to a modern consumer base. However, traditional forms of advertising still yield results and smart marketing takes this into account. While some have argued the relative merits of traditional marketing vs digital marketing, pioneers in the industry have discovered the best way to merge the two for a truly effective and comprehensive integrated marketing campaign that can get you the best results.
Chris Weatherall is President of Eminent SEO, a digital multi-channel marketing agency in Arizona. Chris has over a decade and a half of website development, SEO and organic link building experience. When he isn’t writing blog posts, Chris is probably spending time with his adorable kids or watching very cool anime.