Marketing, in any capacity, is an essential component of business success. Organizations of all kinds realize that promoting their value to a particular audience is paramount to generating leads and making money. This realization is nothing new. The Egyptians knew that they could use papyrus to craft sales messaging. Marketing is both an art and a science, making it one of the most complex and dynamic practices around.
Traditional marketing laid the foundation for digital marketing’s triumph. And today, many business owners have abandoned traditional methods of advertising. Some have shied away from billboards to give Google ads their attention, others have removed all magazine ads to run Facebook campaigns or even their television spots to establish and grow their YouTube presence.
As new and shiny technologies emerge, it can be very tempting to ditch all traditional ways of communicating with prospects. But is this the way to go? Has digital media overtaken traditional media in such a way that it makes sense to dedicate all dollars to the former?
While there is certainly much to be said about the power of digital marketing in 2020 and beyond, it is worth noting that traditional marketing tactics still have power too. What if combining the two strategically was the winning ticket?
Today, we explore some of the shrewdest ways to make digital and traditional to work together, creating the opportunity to cast a wider net of prospects.
Merging Traditional and Digital Marketing for Business Wins
Digital marketing can live in a lot of places – your phone, your inbox, the websites you frequent, and so on and so forth. And while our lives are overwhelming digital, there are still a number of places that website code and internet access cannot reach. Digital marketing cannot have a conversation with a prospect during a networking event, it cannot be sent to the front door of a home, and it cannot target hundreds of thousands of people driving along a highway.
So, how can you utilize both digital tactics and traditional methods to reach your target audience everywhere? Let’s dive in.
1. Direct Mail and Email
The ability to reach people in their mailbox is still powerful. Sure, some will immediately throw away a flyer or a coupon book, but what if that flyer or coupon book came from the same company that sent an email earlier that day? Brand recognition goes a long way in generating leads and coordinating direct mail with email marketing campaigns can have a major influence on consumers.
2. Billboards and Geotargeting
Location is huge in marketing, that’s why billboards still live on the sides of the road worldwide. Geotargeting is also hugely important for companies looking to corner a specific zip code or neighborhood. Combining these efforts can prove to be enormously successful, especially if data-collecting via geotargeting is then applied to the billboard location.
3. Cold Calling and Prospect Data
Cold calling may seem like the most antiquated play in the book, but what if you were cold calling someone who took an action indicating they had an interest in your product/service? This is the power of combining cold calling and prospect data. Using data to identify intent, you can reach out to people who have expressed interest based on their online activity.
4. Newspapers and Digital Ads
Newspapers have certainly taken a hit in recent years, but many people still like to start their day with a black and white paper. Running an ad in a newspaper and then following up with digital ads targeted by location can be a great way to hit people twice in one day. Plus, with readership dwindling the cost of newspaper ads has gotten a lot more competitive.
5. Local Events and Social Media Marketing
Hosting a local event is a great way to engage current clients and attract new ones. Pairing this with a social media campaign can be very effective. This may mean giving a discount for social media check-ins or even featuring attendees on your social pages. Coca-Cola’s “Share a Coke” campaign was a major success. Fans were encouraged to purchase a personalized bottle and this boosted online sales. Plus, countless people posted photos of their Cokes on social media, further promoting the campaign.
Lessons from Diversification in Marketing
Most marketers can attest to the fact that putting all of your eggs in one basket is a big mistake. Running only Google ads will inevitably leave out segments in your target market. Putting all of your money behind a billboard on a major highway will only work with supplemental digital activity. As we shift more and more digital as a society, it is tempting to forgo all traditional methods of marketing. However, those who can combine both digital and traditional marketing strategies will find themselves winning big with their audience.
Could your company benefit from the combination of both traditional and digital marketing? At Big Customer Network, we have mastered the art of finding the perfect combination for our clients. Call us today to learn more.