Digital marketing is the vogue in marketers’ fashion. With the advent of the Internet, digital marketing rose to fame since it allowed an efficient, effective and reliable way to promote a business and capture the attention of online customers.
Unfortunately, many modern marketers today mainly focus on the digital approach and forego the traditional approach. This leaves a great chunk of the audience who aren’t active online out of the loop, and if you plan to lead a successful business, this isn’t a great solution.
Instead, it is much better to integrate both traditional and digital marketing so you are sure you are reaching and attracting as many of your audience members as you possibly can, and in the end, convert them into loyal customers.
Otherwise, you may end up with a disaster such as the one that befell Pepsi when they poured all their marketing resources into a digital marketing campaign and ditched their offline marketing strategy completely. Even though greeted by millions of customers online, it became a huge failure, costing the company over $350 million.
Here are a few reasons on how to better approach this:
Expands Your Brand Awareness
Small businesses on the market naturally have a difficult time establishing a brand name for themselves. One of the key steps of lessening this cumbersome situation is being able to spread the word about your company, products or services to the biggest possible audience. The more people talk about you and the more they know about you, the easier it is to transform them from bystanders to loyal customers. This is why everyone establishes a brand, but the trickier part is promoting it to become well-known.
The easiest way to do this is promoting your brand by using both traditional and digital marketing methods. For example, sponsor a community event and then promote it both online and by using traditional marketing methods, such as TV or newspaper ads. Then, livestream the event for those attending online while giving promotional items to those who come in person.
According to a study, 76% of respondents were able to recall the advertiser’s name on a promotional product they received in the past year. Moreover, 75% of them said they kept the logo products because of their usefulness.
Increases Your Reach
The audience theory states that there are two kinds of audience depending on the way they interact with ads and news. Passive audience interacts passively and thus takes the information presented as granted, and is, therefore, easier to approach by using more traditional advertising channels such as radio, TV, leaflets and billboards.
The active audience, on the other hand, likes to partake in the products and news creation and discuss them. And as such, it is easier to engage them through the internet or by allowing them to create highly customized and personalized products.
The best channels to approach and target the active audience are social media, as they create a simple way for consumers to come in contact with business representatives and discuss products and services as much as they like.
But to engage the passive audience, using an online approach isn’t as effective. These consumers don’t spend most of their waking life online or on social media, but this doesn’t mean that they are completely disengaged or disconnected from the online world. What’s more, they also do online shopping as well.
Either launch an online campaign by timing it precisely so you can reach the passive audience, which is always a gamble, or support your digital efforts with a traditional promotion, so you can easily reach both the passive and the active audience and create an impact that every member will be aware of.
Sharpens Your Competitive Edge
Nowadays, consumers are highly demanding tech-savvies. They work around the clock and don’t have time to waste on businesses that don’t create the ultimate user experience for them. Keep this in mind while you are planning your market strategy. To create the best user experience possible, you’ll need to carefully guide them through every stage of the sales funnel. The best way to do this efficiently is to transmit them from print to digital media.
Let’s say you placed an ad about your product in printed magazines and newspapers. Different people sift through them while they wait for their turn in barber shops or beauty parlors. But to be able to learn more about your services, products, offers and deals, they will have to do a thorough online search and go through different web pages on your site and social media profiles. This will probably bore them and won’t lead them to the pages they were interested in in the beginning.
You can circumvent this with a simple Quick Response (QR) code. These can be added to your direct mail, newspapers and printed media ads, flyers, storefront displays, business cards or billboards to engage your customers and lead them to a specific social media or landing page. Use them appropriately and your customers will not have a hard time to complete their desired action, such as making an online purchase, downloading an exquisite piece of content or filling out a contact form.
Just because others have forgotten about it, it doesn’t mean you have to follow them. Take the best from both worlds and create something that will make your brand resonate in the years to come.