Today's consumers research, browse, and shop for products online, making a digital marketing strategy an essential part of every company's marketing plan. Online marketing messages target customers who are actively present in the digital space and effectively reach customers who spend time online.
However, digital marketing is not the only effective marketing strategy. Consumers are using both brick-and-mortar stores and e-commerce, making traditional media an important marketing channel.
Explore how traditional and digital marketing can be combined to create an effective overall strategy for delivering products and services to customers with problems to solve.
How to combine traditional and digital marketing
According to the 2022 CMO Survey, digital marketing currently accounts for 57.1% of all marketing spend and is expected to grow by 16.2%. But spending on traditional marketing is expected to increase by nearly 3%, reversing decades of budget declines.
Businesses are realizing that by implementing digital marketing tools and traditional marketing tactics at every stage of the customer journey, they can reach as many potential customers as possible, no matter where they spend their time.
Here are five strategies to harness the power of traditional marketing with new digital innovations.
1. Billboards and geotargeting
Billboards are a popular way to advertise in a specific market and reach a huge number of consumers. The global billboard and outdoor advertising market is expected to reach $66.8 billion in 2022, according to the 2022 Billboard and Outdoor Advertising Global Market Report.
For a long time, small businesses were unable to take advantage of signage because of the high cost of billboards. However, new digital billboards offer much lower rates (as much as a third of the cost) for virtually the same exposure.
For even more cost-effectiveness, combine billboards with mobile device marketing strategies such as geotargeting to send banner ads to drivers' smartphones to reinforce your marketing message.
Geotargeting can help improve your pay-per-click (PPC) strategy. You can test campaigns in different areas and customize your marketing efforts to suit your specific preferences and variations.
2. Magazines and digital content
Print is not dead. The magazine industry has a very loyal consumer base. Magazines are often aimed at a niche audience, so they're a great way to reach your target audience.
Publications that focus on special interests such as business, travel, antique cars, diving, and investing are excellent media for highly focused consumer sections. Brands that partner with magazines often increase trust with readers, as consumers turn to magazines for niche perspectives.
If you're considering partnering with a magazine for advertising, sponsored content, event sponsorship, etc., ask how you can reach your digital audience through social media channels, your website, and digital editions.
3. Newspaper and online advertising
Some local publications may be a little thinner, but there will always be people who value newspapers. Home builders and local businesses can do well with newspaper print ads aimed at their target market. Because there are fewer advertisers, prices are lower, making newspaper advertising a great option for businesses on a tight budget.
Most newspapers have an online component, allowing you to connect with readers not only in print but also on social media. Consider negotiating the added value of website banner ads or dedicated social media posts on the platform.
4. TV and video advertising
While many consumers are cutting the cable cord, marketers don't have to choose between cable and streaming advertising. TV advertising costs much less, and certain programs, such as local news, may attract your target audience.
Collect survey data online, email, and text messages to understand what shows your audience likes and run commercials that tell your story. You can run a decent schedule for about $5,000 per month. A TV spot can cost around $10,000 to $25,000 to produce, but it's a great investment because the content can be repurposed for other digital channels.
If cable TV isn't where you want it (or the prices are prohibitive), most cable stations have apps and YouTube channels where you can advertise for a small fee. Create video ads of various lengths, including 6 seconds, 15 seconds, and 30 seconds, and reuse them on social media, digital streaming, and your website.
According to Statista, TV advertising is second only to digital advertising in its effectiveness. Expenditures in 2021 accounted for approximately $66 billion.
5. Radio and streaming advertising
People still have their favorite radio stations, and buying on-air or online spots can increase your ad exposure. Reach people looking for traffic information and local news during their morning drive.
If your budget is limited, most radio stations will produce spots for free. If your spot is great, buy additional placements on Pandora, Spotify, and YouTube. You can also use this spot to reach people through ads on your podcast.
Why you need to combine traditional and digital marketing
Creating a marketing strategy that combines digital and traditional elements can help you expand your reach, get your message across to more prospects, and generate more sales leads. Here are four main reasons why you should combine digital marketing with traditional marketing tactics.
1. Traditional media reduces clutter.
Consumers are bombarded with digital messages in the form of ads, emails, sponsored posts, and more. With all the digital noise and ads following your every move, buyers may be turning a blind eye.
Traditional marketing channels are often overlooked. You have a better chance of standing out if you try traditional marketing tactics. By integrating technology with traditional channels, you can find innovative and exciting ways to reach consumers without breaking the bank, giving you the best of both worlds.
2. Customers want an omnichannel approach.
Today, consumers expect businesses to seamlessly blend online and offline experiences with an omnichannel approach. If you ignore the offline part of this experience, you won't be able to deliver your message where and when your customers need it.
Use digital activities like social media posts and online giveaways to influence offline sales and increase in-store sales with online marketing.
3. The combination of strategies creates unexpected and personalized experiences.
Personalization is a strength of digital marketing. Incorporating digital personalization into traditional marketing tactics can provide a great customer experience that drives engagement and sales. For example, Adidas embedded her QR code on the tongue of his PulseBoost HD sneakers to direct customers to a curated Spotify playlist customized with geo-targeting. Many people listen to music while running, so this playlist reinforced the brand while adding value.
4. A combined approach brings new levels of convenience.
As digital technology continues to expand, companies are finding more ways to combine in-store and digital strategies to improve consumer convenience. For example, Walgreens has accelerated the integration of digital and traditional marketing within its app. Walgreens customers can use the app to redeem coupons in-store, refill prescriptions, and chat with pharmacists 24/7. Walgreens is launching digital devices in its stores that can be used as phones, scanners, and point-of-sale tools.
