Incorporating Digital with Traditional Marketing
Marketing use to mean buying commercial time on TV or radio stations, print advertising or using direct mail. All these options remain today, but they should be joined with digital alternatives. If not, you could be missing out a huge chunk of your potential customers that spend a lot of time hanging out in the digital space.
“Websites are optimized for sharing content with others and people are getting on social media to be educated or entertained, so delivering on those ‘needs’ is super important for any business or professional who wants to remain relevant,” says Jonathan Musgrave.
Companies need to move away from choosing between traditional and digital marketing and incorporate both. One of the most dangerous things a company can do is fall back on what has worked in the past due to either habit or lack of understanding the power of digital marketing. Digital marketing should no longer be considered “the future” because it is already here. In 2017 advertisers spent more of digital advertising than any other medium for the first time.
A new way to think about incorporating digital marketing into a pre-existing traditional marketing effort is to use a tex option over a call option. In an existing TV commercial, instead of using a telephone number for customers to call for more information, use a number people can text as a call to action. A study shown that a financial company that employed a text number vs a call number say their responses increase from 3 to 300.
Just because you’re incorporating digital marketing, does not mean you should disregard all print marketing. With your business cards, brochures, one pagers or other marketing materials let people know where to find you online. You should be featuring your social media channels such as Twitter, LinkedIn and Facebook on all printed materials that you have. Customers may follow you right on the spot.
While kicking the digital can down the road might be easiest right now, by the time you catch up to it, your competitors will have already passed you.