Many business owners ask, what's more effective now? Traditional marketing or digital marketing? It's true that traditional marketing methods no longer work the way they used to. Your customers have constant access to news, entertainment, social media, and other information. No form of traditional marketing has remained unaffected—video streaming has impacted television, online news has lowered newspaper readership, and word-of-mouth advertising is deeply entwined with online reviews.
But going all digital may not be the answer you're looking for. The truth is, the best marketing strategy is one that integrates both traditional and digital marketing, and here's why.
Using Traditional and Digital Marketing to Reinforce Each Other
Certain types of digital marketing, like SEO and pay-per-click, are meant specifically for consumers who are ready to buy, but it's not a magic charm. Most purchases actually occur after a minimum number of marketing “touches” have been made, usually 6-8. To that end, having a mutually supporting series of messages is imperative to successfully move a prospect down the funnel.
For example, if your marketing strategy up until now has been mainly direct mail or television, the next step is making sure your online presence is in order. Once a customer hears about you and has a need for you, they'll search for you online to get more information—even if it's to find something traditional, like an address or phone number. If they can't find you or find wrong information, that's a problem.
Moving forward with that example, say the prospective customer does find you and checks out your website but isn't ready to commit yet. Retargeting will allow your business to follow them around the Internet, presenting ads through Facebook or Google, reminding them of their original interest in you.
Tips for Integrating Traditional and Digital Marketing
Don't let yourself get overwhelmed! We're happy to sit down with you and discuss where the most effective improvements can be made in your marketing strategy. Call or email us today to get started!
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.