If you’re reading this blog, then you probably already know the growing importance of digital media in the marketing world. Unfortunately, there are a lot of people who think that investing in more online techniques means leaving the tried and true traditional methods behind. Using a combination of traditional and digital marketing techniques is the most effective method of marketing, far more useful than using either on its own.
Traditional marketing tactics like television ads, print collateral, billboards and mailings all have historically high success rates. Recently, however, the success rates for these mediums have been falling, and a solution seems to be combining these traditional methods with digital marketing techniques. Digital media, though relatively new when compared to the history of traditional media, can provide a company with maximum exposure and more interaction with their customers. Marketing through social media, email lists or online ads is also significantly less expensive and more measurable than traditional media. When combined, the benefits of both plans can be enjoyed while they compensate for each other’s weaknesses.
While newer methods work well, it’s dangerous to let them completely replace traditional methods, especially since each technique appeals to different people and audiences. Combining the two methods is a great way to access a larger audience.
Here are three ways that the two approaches work together in order to maximize the impact of your marketing efforts:
1. Active and Passive
Traditional marketing is generally considered to be passive, while digital marketing actively involves the target audience. This really allows the two techniques to complement each other, working together to achieve the company’s intended objectives. While television and print advertisements are helpful in disseminating information, they can also incorporate a message to look for more information on a website, a “call to action” of sorts. Coca-Cola is an example of a company who has consistently done a great job incorporating fun online bonuses. The “Share a Coke” campaign this past summer allowed customers to find their names and the names of friends on bottles of their favorite drinks. The labels also include hashtags, which encourage customers to share pictures of the targeted product and tag friends in their social media posts. Twitter feeds exploded with these posts this summer—Coca Cola was able to actively engage their customers through this marketing strategy, which combined aspects of traditional and digital media.
2. Multiple Channels
Utilizing both traditional and digital marketing techniques allows your company’s message to be spread across many different channels. Depending on the target market, some media outlets work better than others. Though everyone is exposed to all different kinds of media, your younger audience is likely to be more digitally savvy. By using both methods, your company is able to reach more potential customers. An example of a company who uses multiple channels to their advantage is McDonalds. This fast food chain uses billboards and print ads to attract the attention of potential consumers, but also has a strong online presence, especially through social media. This allows their message to reach all kinds of customers who they might not have reached if they had stuck to only one channel.
3. More Personal
Traditional media is a highly effective way to reach a broad consumer base, but digital media is a great way to reach out to a specific audience. Digital marketing can be used to build relationships with the consumer that are deeper and more relevant.
An example of a company who does this well is Anthropologie, a popular women’s clothing company. Anthropologie still sends out monthly catalogues, throughout which they point back to the website. If customers are interested in particular products, it is clear how to get to the product on their website to purchase it. Anthropologie also has a very successful Instagram account (1.2 million followers) where they post pictures of their products and engage their followers. They announce sales and promotions on this account and often link to their blog, which has recipes, DIYs and other fun things for Anthropologie customers to get involved in (much of which incorporates their products). Anthropologie’s integration of digital media allows their audience and loyal followers to get more personally involved in the company and the lifestyle that it promotes. This is an effective and fun way to incorporate both traditional and digital marketing techniques and to make your messaging more personal.
These are just three of the countless ways that traditional and digital media can work together to make your company marketing plan the most effective it can be. If you don’t use both types of marketing, your company may not be attracting all of your potential customers. In order to maximize the market, it is key that you integrate both traditional and digital marketing into your strategy. EnVeritas can help you make the most of your marketing strategy as you target different audiences and reach out to them in the smartest way to maximize conversions. If you’d like to learn more about how we can help your company, fill out this form and we’ll reach out to you!
Eleanor Palmer—Content Creator