As you sit at your computer and listen to the sound of Facebook pings and email dings, you’re probably thinking, “Yes, traditional media has been six feet under for almost a decade.” Many marketers took “out with old and in with the new” to heart when it came to social media. But, why can’t we use the new to give life to the old?
How Traditional Media Has Evolved
Rather than reading giant amounts of text in a brochure, we see pops of color with short facts and eye-catching photos or graphics. And, we see social media icons and website links that invite you to go online for more information.
Where would we be without events – another traditional marketing tool? Events continue to be a popular way to network, show appreciation for current customers and discover potential customers. However, it’s difficult to promote an event without using digital marketing efforts such as social media and email marketing.
Using traditional media in your marketing plan is a wonderful tactic, but it must be integrated with digital marketing efforts to be successful.
Know who your customers are and learn how to target them. Conduct surveys or use monitoring tools to find out your audience demographics, how often they are online and where they digest their news. Even the best marketing campaigns fall short if they aren’t reaching the right people.
Decide how the business will balance traditional and digital marketing efforts based on your results from step one. If the majority of your customers are millennials, it’s likely you should err more on the digital side. If you find that they are middle-aged, then digital efforts may be more balanced between traditional and digital marketing. However, don’t make assumptions based on age groups. Your audience may not always fit the stereotype, so always do thorough research to find out specific information about your audience.
Create the marketing strategy integrating both traditional and digital marketing efforts based on your findings from step two. After implementing the strategy, measure results to make sure the efforts are effective. Since marketing is in a constant ebb and flow, the strategy will need to be evaluated and adjusted periodically to adapt to current trends.
Digital marketing is the future, but traditional media is not dead. As you continually look for the next big thing, don’t leave behind the old. You could be missing out on monumental opportunities to integrate an old practice with a new one.