The Significance Of Integrating Traditional And Digital Marketing

Nowadays, marketing is heavily focused on its digital aspect, meaning that most campaigns, promotions, advertising are digital. More often that not, digital marketers think that digital marketing is the most effective way to expand business. They also believe that social media campaigns, email newsletters and website ads produce the best effects.

This is true since a large chunk of population is indeed online. However, traditional marketing still has got its grasp in the marketing arena because not everyone accesses the internet all the time. In addition to this, it’s necessary to understand that some products produce great results if promoted online, while other do that when marketed online. So, the trick is to combine both the marketing channels and generate the best results. In this article, you can learn about the most effective ways to use conventional and digital marketing together.

Blending Traditional and Digital Marketing

Marketing, online and offline:

The fundamental purpose of marketing is to promote a business, product, or brand to its target audience. However, the ultimate goal of every digital marketer is to attract leads and sales through advertising campaigns. From this perspective, depending only on digital marketing or traditional marketing won’t generate favouring results. Instead, it will promote your business only to a limited portion of your online or offline audience.

For instance, Pepsi lost a lot of its budget because they decided to focus entirely on social media rather than traditional TV ads.

As a matter of fact, both the marketing channels share the same principle of attracting customers. But it may not be the best decision for your business to abandon one for the sake of other.

Online ads can efficiently promote your messages to your audience active on digital and social media networks. On the other hand, offline ads such as TV ads, can deliver promotional message to the audience that might not be available online. Thus, it becomes important for marketers to use both means, in order to bring as many customers as possible.

Online Marketing Strategies for offline sales:

In today’s marketing scenario, most of the strategies are formed online. That is because a lot people prefer social media and other online communities for instant engagement, whether it’s within their network or with a brand.

This technology didn’t invent something new, it has just digitalized the conventional marketing.

However, digital marketing has introduced a hatful of effective marketing strategies and tactics, besides being much faster and efficient in comparison to traditional marketing. But, to falsely declare that traditional marketing is dead or dying out is wrong. There are still traditional marketing strategies that can win over a large audience.

For instance, launching an online promotional campaign for a newly-opened shoe store or a new brick and-mortar business can help create awareness among users, but you can’t try clothes nor eat food online.

The problem is that there are numerous retail stores and using an online promotion won’t create much difference. In such case, you will have to resort to conventional marketing and attract customers to buy something.

This is where new and old blend and match. While you can bring customers through traditional marketing and create enough interest, you can also leverage their testimonials to further to endorse your digital marketing campaign. Not counting the word-of-mouth promotion on social media by the satisfied consumers and influencers.  

Online and offline promotions:

It’s important to emphasize the fact that brand awareness helps attract attention and sale promotions gain customers. But, not everyone might be following your brand no matter how well you pitch your brand awareness. People may know about your brand, but it doesn’t mean they will engage with it, especially people who don’t spend much time online. And that’s why, focusing on social media for sales will make you miss out on some potential audience.

Thus, try to focus your sales on both traditional and digital marketing. With this strategy, you can deliver a message to your online audience, and promote discounts and coupons in brochures and magazine for the offline audience.

In Summary:

It’s important to note that both the marketing channels aren’t meant to oppose each other, but to facilitate each other. And, digital marketers who understand this aspect can manage to utilize the potentials of these methods.