We are living in an exciting time for communication. A call to action now has the possibility to reach further than it ever has before. Marketers have an incredible arsenal of resources, both traditional and digital at their disposal to powerfully communicate the brand message.
Traditional forms of advertising like billboards, print and radio advertisements are still very powerful forms of communication. When strategically paired with digital marketing; Facebook, LinkedIn, viral videos, Google AdWords, Twitter, Instagram, etc. the advertising message can ignite like wild fire reaching across multiple economical, generational and cultural demographic groups.
Although it is important to consider which marketing medium is most likely to appeal to your specific target group, it is also crucial to look in to other marketing strategies – whether it be to explore the digital side of marketing or vice versa. Sticking to just one of these platforms can limit your business’ online presence and impact potential growth.
Many established companies who previously relied on traditional advertising methods have found that they are no longer able to successfully capture today’s digital savvy consumer and are taking steps to build and maintain their presence online. Likewise, companies who are heavily invested in Google AdWords and social media platforms like Facebook are sometimes getting the click’s and likes required to get consumers to their website but are not seeing a high conversion rate.
The challenge in today’s marketing climate is to find a balance of both traditional and digital marketing strategies. Blending them both together will help achieve bigger and better results, more than one method could achieve on its own. In order to effectively mix both traditional and digital marketing there are a few things you need to remember.
3 tips to linking your digital and traditional marketing campaigns:
1. Streamline All of Your Branding:
Whether it’s a font style on a billboard or a particular colour scheme on an email template, all of your marketing material needs to be recognizable. Brand consistency is the greatest asset to any business. Every fundamental piece of your brand identity should be identifiable on each marketing platform. It is important to carry the same tone in your digital marketing presence as in your traditional marketing efforts.
2. Use Multiple Platforms Effectively
Look at the big picture of the campaign for both marketing methods. Always find a way to connect traditional and digital marketing through proper wording which should guide viewers to go to your website or social accounts. For example, if you are using Out of Home traditional billboards to draw a lot of eyes to your campaign, use key words and a specific call to action to draw the viewer to the campaign online. The enticement could be linking impressions to Twitter for a fun online bonus prize or simply to be part of a community of brand ambassadors online.
3. Broad Reach and a Community of Followers
The power of traditional media is that it is truly a brand’s greatest opportunity to leave a mark. It evokes curiosity and if done correctly, it will turn in to a conversation online or in-person if your business has a brick and mortar location.
When social media came along there was suddenly a place for dialogue to take place and traditional and digital advertising strategies could finally blend together. When it comes to spending money on advertising most small businesses don’t have a lot so it’s critical to take aim and make the most out of every impression! All brands today require a meaningful relationship with their customers. Real brand engagement is what drives businesses forward these days. In order to create a meaningful community of followers the relationship needs to go both ways.
The key is to blend both traditional and digital marketing tactics. Engage a broad number of consumers, foster a relationship using digital platforms and then watch it grow!