Your marketing campaign encompasses your strategy to promote and sell your product or service. A marketing strategy includes advertising, fostering relationships with clients, communicating your value and your company’s goals and measures to assess the success of your campaign.
All that considered, it’s no surprise that technology and social media have changed the way we think about marketing. It seems that most people are online and are accessing a great amount of information on a daily basis. Therefore, digital marketing can have a huge impact.
But, while you’ve probably been told that print is dead, it would be a mistake to accept this and ignore a huge aspect of marketing potential.
Why should you hold on to traditional marketing?
The Forbes article, “Is Traditional Marketing Still Alive?”, states that “[t]raditional marketing still works for businesses of all sizes” and emphasizes that traditional “strategies can be reliable ways of keeping your business in the public eye and generating new business without breaking the bank.”
Traditional marketing keeps your company, your products or services, and your messaging in front of people. Therefore, they must process them. When consumers do so, your company and products and messaging is where they turn when they are in the market for your types of products or services.
Merely using digital marketing does not always cover the broad range of people that traditional marketing can. Yes, with digital marketing, you can narrow your target to advertise and foster relationships with those within your target market. But, traditional marketing can reach both your target market and the numerous outliers that will find value in your products, services, and messaging. Valuable traditional marketing methods can include direct mail, radio ads, newspaper ads, and magazine (think local publications) ads.
Speaking of direct mail: It’s the perfect way to use traditional marketing you can make your message more personable and to really connect with the consumer. Those connections foster valuable business relationships that sometimes just isn’t possible with digital marketing. Why? Well, when you take the time to send direct mail (and can even personalize it with handwritten messaging), it communicates that you’re invested in that person and truly value their business. It shows you understand and care about the consumer, and this seems to get results.
There is value in digital marketing.
Digital marketing definitely holds value. With what other methods can you reach the multitude of people and specify your target market in the same way? With digital marketing, you can employ social media strategies to reach a vast, specified number of people to communicate your messaging and promote your products. You can use emails to funnel information to consumers and provide personalized “calls to action” based on their responses to previous emails. There is value in all that and should not be ignored in a comprehensive marketing plan.
Which is why a combination of traditional and digital marketing will reap the best results.