Marketing a business in today’s digital age is overwhelming, especially if you’re just starting out. With so many options available, business owners often find it hard to know where to focus their efforts for maximum results. But what if I told you that you don’t have to choose between digital or traditional marketing tactics? In fact, blending digital and traditional marketing can offer the key to reaching a wider audience and seeing better results. As you can see in the graphic below, each type of marketing offers options for success, although we see a shift away from traditional advertising toward digital options, such as online newspapers versus print.
Traditional marketing techniques, like print ads, billboards, and brochures, have been around for decades and are still effective today. They offer a tangible way to reach your audience and can leave a lasting impression. On the other hand, digital marketing techniques, like social media, email marketing, and SEO, allow you to target specific audiences and track results in real-time. In this article, we will go over some of the most common ways to blend digital and traditional marketing to improve results over each one separately.
Traditional marketing tactics
Traditional marketing techniques are those businesses used for decades and are still used today. They include traditional methods such as print ads, billboards, brochures, and flyers. These techniques offer a tangible way to reach your audience and can leave a lasting impression due to their permanence. You may also find your reach extended when media is passed from one consumer to another, such as reading a magazine in the doctor’s waiting room.
One of the main benefits of traditional marketing techniques is that they are targeted to your market. For example, you can place a print ad in a specific magazine that is read by your target audience. Or, you can choose to place a billboard in an area where your target audience will likely see it. This allows you to reach the right people with your message, increasing the chances of making a sale. Another advantage of traditional marketing is its effectiveness in building brand awareness. Print ads, billboards, and brochures are all designed to showcase your brand’s identity and message, making it easier for people to remember you. Even TV commercials are targeted by carefully choosing which programs you include in your ad buy. Cable TV also offers a cost-effective option. This is particularly important for small businesses that are trying to establish themselves in a crowded market.
You might also find traditional marketing cost-effective. For example, printing flyers and custom direct mail brochures in bulk is less expensive and more targeted than producing a television commercial. These direct mail pieces don’t suffer from the limitations imposed on email, which makes sending messages to those who didn’t subscribe illegal and punishable with heavy fines. Additionally, some traditional methods, like billboards and print ads, are cheaper than digital marketing methods.
However, there are also some drawbacks to using traditional marketing techniques. The biggest drawback is your inability to accurately track the results of your campaign. For example, it’s difficult to know how many people saw your billboard or read your print ad let alone whether those who saw the ad took action. Another drawback is that traditional marketing isn’t as efficient as digital marketing techniques in reaching a wide audience.
Overall, traditional marketing techniques are a great way to reach your target audience and build brand awareness. They offer a tangible way to connect with your audience and you can use targeted and cost-effective methods to improve results. However, it’s important to consider both the pros and cons of traditional marketing before making a decision on how to market your business.
Digital marketing strategies
There are so many different types of digital marketing techniques that it’s hard to imagine where to start. Most marketers focus their attention on SEO, Pay Per Click ads (PPC), email marketing, and social media.
Search engine optimization (SEO) is the process of optimizing your website to rank higher in search engine results pages (SERPs). By using keywords and phrases that are relevant to your business, you can increase the visibility of your website and attract more traffic. This can be done by optimizing the content on your website, creating backlinks, and ensuring that your website is mobile-friendly.
Email marketing is a great way to reach your target audience and promote your products or services. By collecting email addresses and sending targeted emails, you can nurture leads and increase conversions. To achieve the best results, you must create email campaigns, send newsletters, and use automation tools. There aren’t many ways better than email to turn people into hot leads and then into customers regardless of the type of business you’re in.
Social media marketing is another effective digital marketing technique. By creating and managing social media profiles on platforms such as Facebook, Twitter, Instagram, and LinkedIn, you can connect with your target audience and promote your products or services. This can be done by creating engaging content, running social media campaigns, and using paid advertising. There’s hardly a business out there that is not using social media to great success in building its brand.
How to blend them together
Blending digital and analog marketing techniques together can be an effective way to reach a wider audience and achieve better results. The key is to find the right balance between the two and to use each technique to its full potential.
One great way to blend the two is by using digital channels to drive foot traffic to your physical store. For instance, you can use social media and SEO to get the word out about your store and attract customers. Once they’re in the store, you can use in-store promotions and traditional advertising methods like window displays and flyers to seal the deal.
Another way to combine the two is by using traditional marketing methods to create a sense of nostalgia and engagement. For example, you can send personalized postcards or brochures to potential customers through direct mail. This not only generates leads but also creates a sense of community among your target audience. Also, you can use events and experiences, like pop-up shops, live music, or art shows to create excitement and bring people together in the physical world while promoting your brand and products online.
You can also use digital tools to track the results of your traditional marketing efforts. For example, you can use QR codes or short URLs on your print ads and direct mail pieces to track how many people are clicking through to your website.
Blending digital and traditional marketing techniques can be a powerful way to connect with your target audience and grow your business. By finding the right balance between the two and using each technique to its full potential, you can create a comprehensive marketing strategy that will help you stand out and succeed.
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Hausman and Associates, the publisher of MKT Maven, is a full-service marketing agency operating at the intersection of marketing and digital media. Check out our full range of services.
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