Combining Digital and Traditional Marketing

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“Video killed the radio star…”

This might be a super catchy song from the 70s, but it’s not very accurate. Truth is, video did not kill the radio star. In fact, it helped him expand his audience and grow success, and you can do the same.

The idea is to get digital and traditional marketing working together. One isn’t killing the other. Instead, when implemented correctly, they can build each other up to become even more powerful.

In this article, I’ll be looking at both digital and traditional so you can understand how they both differ and what strategies you can utilize. Then, you’ll see what it takes to combine them both for true marketing success. Let’s get started!

Digital Marketing

Most likely you know exactly what digital marketing is. But, it can be defined as:

The marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

Going digital has helped companies advertise to broader audiences and create connects with their customers. Used correctly, it’s extremely beneficial in formulating your business. Building your website is usually one of the first things you do when you’re a young start up. And, in an expanding tech-focused world, this is important. As the years go on, not having a digital presence makes you obsolete. You simply can’t compete with your competitors.

Every industry and business is different, but there are certain digital strategies you should be utilizing no matter what. They include:

  • Social Media. Be sure to find the channels that are right for your culture and what you are selling. You don’t have to be everywhere at once.
  • Digital Ads. People hate ads, but they are still a successful tool. Prioritize budget and results when finding out where and how you should be using ads.
  • Optimization. Speaking of websites, just having one doesn’t cut it anymore – it has to be great. If your site isn’t optimized for mobile, search, and your user then you aren’t going to win.

Here’s what you need to do to better understand how to combine #digitalmarketing and traditional #marketing!

Traditional Marketing

Traditional is so old school. Except, it’s really not. How we are doing traditional marketing and media has changed, but it still brings in results. Traditional marketing is:

Any type of promotion, advertising or campaign that has been in use by companies for years, and that has a proven success rate.

However, this usually refers to print. Things like billboards, mailers, posters, and more. At first glance this does seem out dated. But, it doesn’t have to be. By using these “old-fashioned” techniques in a new and exciting way, you can revolutionize the way you use traditional marketing to attract your audience and increase sales.

Some of the best strategies are:

  • Direct Mailers. These are great to use for current customers. It can make them feel special that you are reaching out to tell them about a deal or event in a unique way.
  • Radio. Using local radio stations can be a great way to enhance brand within a new market area. This is something that almost all the locals listen to.
  • Billboards. Want to reach a new audience outside your usual target? This could be the answer. Billboards allow you to reach tens-of-thousands of people every day and can help you expand.

Combining the Two

Now that we’ve discussed what both of these are, it’s time to understand how to combine them into a cohesive strategy. This helps them build and grow off each other to create optimal results. Which, can only mean one thing – marketing integration.

This is:

An approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise.

Here are some steps to make this happen:

  • Know your audience. I say this all the time, but seriously, you need to understand your audience and their specific demographics. This will help your business know how and what needs to be integrated.
  • Do a SWOT. For each type of marketing strategy you want to have work together, know their strengths and weaknesses while also being aware of any key threats that may sabotage your efforts.
  • Know your goals. In marketing in general, do not do anything without first knowing what your goals are. What are you trying to accomplish with this campaign?
  • Do the work. Now it’s time to really thing about the true strategy. How can you ensure that people on digital can receive your mailer? Or, that people that see the billboard can find your Twitter page?

The key when thinking about marketing integration is getting these two facets of marketing to talk to each other and ensuring that your audience is able to find and benefit from both.

Need some consulting to help with this for your business? Check out what marketing services I have to offer and how I can help!

Published by Stevie Howard

I am a digital marketer that has experience in a variety of fields including social media, SEO, SEM, lead generation, content strategy, and more.

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