Marketing is a dynamic niche. It is ever changing, and one of the ways it is changing is through a combination of traditional advertising and digital marketing methods in order to improve effectiveness of marketing strategies. Even though some traditional marketing techniques have been inactive for a long time, they can still effectively involve consumers, particularly when combined with today’s advanced technology.
While many marketers may be willing to focus on one or the other, data shows that various channels working together can produce immense results. Let’s look at three ways how traditional advertising and digital campaigns complement each other:
Traditional marketing is typically considered passive, whereas digital marketing involves the target audience actively. This allows the two systems to complement each other, and work together to accomplish the business’ core aims even though print ads and TV are helpful in interpreting information, they can also include a message to look for more useful information on a website, something similar to a “call to action”.
A good example is Coca Cola, who has continuously done a great job when it comes to employing fun online bonuses. The “Share a Coke” campaign during the summer allowed consumers to find the names of their friends and their own names on their favorite drink bottles. The labels also had hashtags, which persuaded consumers to share photos of the targeted product and tag their friends and family in the posts.
Using both digital and traditional marketing campaigns allows the business’ message to be conveyed through various channels. Depending on your target audience, some media channels will work better as compared to others. An example of a company that utilizes multiple channels is McDonald’s. The fast food chain uses prints adverts and billboards to grab the attention of potential customers, but also has a massive online presence, especially via social media. This allows the company to transfer their message to every type of customer, who may be left out if they are using only one channel.
Traditional advertising is particularly effective if you are trying to reach out to a wider customer base. Digital media, on the other hand, is a great method for reaching a specific audience. Digital campaigns are a great way to build strong and long-lasting relationships with the customers that are more relevant and deeper. Anthropologie is a good example. It sends its monthly catalogs to its customers, which point back to their websites.
These are just 3 of the numerous examples of how traditional advertising and digital campaigns complement each other. In absence of one or the other, your business will not be able to attract all potential customers, and for you to be able to maximize the market, what you need is the integration of both digital and traditional marketing in your business strategy.
