Back in the old days of marketing, “create, and they will come” was an excellent strategy. It was easy to create sponsored content that could reach millions of prospects every day. Procter & Gamble was one of the first brands to produce radio dramas as a way to deliver advertising messages to homemakers around the country in 1933. Then, they’ve moved to television and managed to attract a large audience each day and gain market leadership over their competitors.
Traditional Marketing Vs. Digital Marketing
It was a simpler time when the media landscape wasn’t as fragmented as it is today and the number of channels that you could use to reach your audience was limited. For decades, “talking to the consumers” meant sending advertising messages without ever expecting a conversation.
Being engaged simply meant that consumers bought your products, and nothing else.
Nowadays, consumers don’t want brands talking at them as if they are dollar signs. They want companies and Calgary digital agencies to open a conversation with them that goes beyond the benefits of the products they are selling. The rules of engagement have changed, and marketers need to look for new and innovative ways to connect with their audiences.
That’s not to say that traditional marketing is obsolete and you should ignore it completely. Sometimes, going back to the basics can prove to be the best way to reach your goals. A successful marketing campaign requires a healthy balance between traditional and digital marketing. You just need to look at your objective and determine what fits your business, the best.
But, how can you find the right mix? Here are some ideas.
Understand the Buyer’s Journey
Developing your right marketing strategy for your business requires understanding your customer base and the channels they are using. If you are trying to connect with Millennials, traditional marketing methods, such as TV, print, or radio might not be as effective as digital media.
Millennials spend a great majority of their time online, often switching between two or three different devices every day.85% of them use their smartphone to research products and services and make educated decisions before purchasing them.
If your target audience comprises of older people, you should use traditional media to reach them. Although there are some tech-savvy Gen X-ers and even Baby Boomers, the vast majority of them still trust in traditional media, such as TV and print.
Focus on Personalization
One of the main limitations of traditional marketing methods is that it doesn’t allow for personalization. No matter how old or young your audience is, personalization matters to all consumers.
But, sending the right message, at the right time, and to the right users, is tricky. Unless your audience values what you say, any attempt to engage, persuade, or motivate them will likely fail.
Savvy marketers are moving beyond the static website to keep pace with the rapidly evolving expectations of online users. Instead, they are monitoring online behavior and relying on user data to generate relevant experiences based on audience interests and motivations.
Content personalization, for instance, is a great way to deliver meaningful experiences to your audience across all media channels.
Shift to Online Video, but Don’t Neglect TV Completely
“Cable television is dead.”
“Millennials consume video content online.”
You’ve heard these statements over and over again. So, have we really reached the point where online video has replaced cable TV? Not quite.
Although it’s evident that online video is becoming more and more popular, the latest report from Limelight Networks says that the average American still watches five hours of TV every single day.
By comparison, 55% of people watch just two or more hours of online video per week.
Traditional TV advertising shouldn’t be off the table yet. While it’s important to create video ads and share them through social media, you should also use traditional media to maximize your marketing dollars.
There’s No One Size Fits All Solution
There’s no silver bullet when it comes to developing an effective marketing campaign. You simply need to find the right balance between traditional and digital marketing methods and exploit the advantages that each has to offer.
Here’s an example.
Imagine you were hired to increase the brand awareness of an Italian restaurant. You can use print ads and share them around the area to create buzz for a new promotion: a free romantic dinner for two. Prospects have to like the restaurant’s Instagram page and post a picture of a meal they are proud of with the hashtag #contest to enter the contest.
Traditional media can help make your prospects aware of your promotion while digital marketing enables you to connect with them.
The right marketing strategy differs from business to business. Ultimately, traditional and digital marketing shouldn’t compete against each other, but be used together to attract and retain more customers. 🙂