We live in a world dominated by digital — mobile is now the primary way we access information, shop, bank, and entertain ourselves. The same goes for marketing, the landscape is now overwhelmingly based on digital channels to reach customer bases. But that doesn’t mean traditional methods of marketing are obsolete — far from it in fact. Modern marketers are seizing on the power of traditional methods such as printed media, social events, and mail campaigns to bolster their previously digital driven approach, and create strategy with wider reach and more conversions. Let’s take a closer look.
An integrated approach
The positing of digital vs traditional as a rivalry is misguided, as in fact both have different pros and cons, and both reach different demographics in different ways. Traditional media can be used in conjunction to promote digital elements of any campaign, such as the use of QR codes or other calls to action, and digital messages can be used to encourage further offline engagement. So rather than seeing digital and traditional as opposing forces, using both in tandem as part of a complementary marketing strategy can lead to much more successful outcomes.
Know your audience
The key cornerstone of any marketing campaign is to know and understand the demographics you’ll be targeting. This likely depends on the kind of product or service your company offers, and also the age demographic you’ll be dealing with. But using market research and other preparatory measures should put you in good stead to effectively target your audience, and a combination of approaches works well, especially if you have a broad demographic.
Maintain brand consistency
One thing to bear in mind while you integrate your traditional and digital output is brand consistency. It’s important to make sure that all design concepts, colour schemes, fonts, etc, match and compliment one another. More importantly, message consistency is vital — you don’t want to tell one story in one place and a different one in another.
Social Media
One way that digital channels have been revolutionised is by the use of social media. Companies can now communicate directly with large swathes of their customer base with a few clicks, and at a minimal cost. Social media can also link up with offline marketing too — using your accounts to draw attention to any printed output or guerrilla marketing campaign is a highly effective way to boost brand visibility. Likewise, all your traditional materials should link to your social media platform presence.
Using printed materials
Far from being an obsolete and anachronistic approach, using print is still a valuable part of any marketing campaign. Print builds trust — in an age where digital messages disappear in seconds, having a piece of literature in the form of a leaflet, flyer or brochure makes it more likely that your messages will be read and absorbed. Older people in particular put trust in tactile, well printed materials, and if you’re reaching them by post then it’s all the more likely your message will be read.
Community reach
Organising an event in your local community is a sure-fire way to generate a buzz around your company — you can use your social media presence to ensure that your demographic knows all about it. Not only will you make yourself highly visible to a whole range of people, but you’ll integrate yourself into your local community – and it’s proven that people will be loyal to a brand that they can connect to in such a way. Whether you organise an event yourself or sponsor a local sports team or festival becoming one with your community shows your company in a great light. You can also use the opportunity to promote your digital channels and services.
Newsletters
A great way to backup an email or online campaign, branded newsletters can be distributed door to door or placed in strategic places to further your message. People are more likely to engage with a printed newsletter than they are to read a lengthy email. All sorts of things can be considered newsworthy – especially if you’re sponsoring or organising an event (see above). Smaller things too – a new website rollout, a new product – all these things can be mentioned. There are important things to remember when you’re producing a newsletter, not least of which are to be sure your copy is absolutely on point, and your design and layout are easy on the eye.
Traditional and digital marketing should go hand in hand — gone are the days when they were opposing forces. By integrating them, one can consolidate the other, reaping dividends for your business.