Using Traditional Media to Amplify Your Digital Marketing Strategy
In today’s internet-centric world, going digital is a given for businesses. Digital marketing indeed offers many advantages to marketers, including affordability, global reach, personalization and better engagement.
However, despite digital marketing being the “ideal” strategy, studies have shown that traditional marketing is still gaining traction in 2021:
- US marketers have recently started increasing their budgets for traditional media after a decrease in the same period last year.
- TV advertising spend is also expected to grow by 9.3% by the end of 2021, which can be attributed to the integration of on-demand streaming services.
What this means is that digital marketing is certainly not replacing traditional media anytime soon. Both have advantages that, when executed well, can bring huge growth to your brand.
The Value of Using Digital & Traditional Marketing Together
Digital marketing is any marketing activity that involves the internet and digital technology. Some examples include social media, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising, to name a few.
Traditional marketing, as the term suggests, refers to more conventional forms of media. This includes newspapers, radio, TV, posters, flyers, billboards, magazines, and even SMS marketing.
Traditional marketing is relatively more expensive and difficult to gauge in terms of ROI. However, it’s also quite effective in targeting local audiences, as well as for older audiences and individuals who prefer “old-school” media.
With that said, it’s essential to acknowledge that both digital and traditional marketing strategies are not alternatives to one another but instead are good complements.
How to Effectively Use Traditional Media with Digital Marketing
1. Advertise your website and social channels with print media
If you have a physical store, it’s a good idea to include your website and social media handles in the design of your print media. This includes your packaging, promotional materials, etc.
You can also make it easier for your customers by including a QR code that takes them to a landing page containing all the links to your social channels or a link to your contact page — whatever makes sense to your goal.
2. Carry business cards
Business cards will always remain relevant even today, as printed media has an impact that digital media could not fully replace. It also conveys professionalism when you’re at networking events, and it’s a convenient way to hand out your contact details on the fly.
In marketing, business cards essentially function as a representation of your brand: everything from your logo, the fonts, the colors, and the design all contribute to boosting brand recognition.
As a related point to the previous tip, having your website and social channels printed on your cards will also make your brand more recognizable when they go online.
3. Use both traditional and digital media to expand your reach
Utilizing multiple marketing channels maximizes your reach to both online and offline customers. One good is example is McDonald’s. They use billboards, print ads, and TV ads, and they have a strong online presence as well.
Here are more examples of how to use traditional and digital media together:
- Post the “extended” version of your TV ads on online video sharing platforms — for example, Porsche extended TV commercial on YouTube.
- Sending monthly catalogs to subscribers, which then points them to your brand’s e-commerce site — for example, Anthropologie’s catalog subscription
- Encouraging customers to share photos of them with your product on social media — for example, Coca-Cola’s “Share a Coke” campaign
4. Nurturing leads through digital media
One of the ways that traditional and digital media go hand in hand together is when you’re nurturing leads. Traditional marketing is quite effective in attracting a broader audience. Digital marketing, on the other hand, is more target-focused. When used together, it can help you build deeper connections with your customers, both potential and existing.
Whatever leads you capture conventionally — for example, through networking events, your business card, etc. — you can nurture them more by using digital channels such as email marketing and social media.
Amplify Your Brand’s Overall Marketing Strategy
An important factor to consider here is your marketing budget. The key is to work with a strategy that makes sense to your goals and your resources.
If budget permits, using a mix of both traditional and digital marketing can amplify your overall marketing strategy. However, it may not always be possible, especially if you’re just starting out and resources are limited.
Ilfusion can help you in this regard. We are a full-service creative agency, offering budget-friendly print media, design, and digital marketing services that can cater to your brand’s unique needs.digital marketing, print media, traditional marketing, traditional media, word of mouth marketing
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