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Today, most marketing campaigns, promotions, and advertisements are conducted online.
Most marketers think online marketing, including social media campaigns, newsletters, and website advertisements, is the best marketing method.
This is mainly true, as most people are online most of the time. Traditional marketing has a lot of power because only some are always online.
Most people still listen to the radio, watch television or read the newspaper. It’s also important to remember that some products are more effective if they are marketed online, while others do better if they are sold offline. Combining digital and traditional marketing is essential to get the best results. Here are some of the most effective ways to incorporate digital and traditional marketing.
Advertise both online and offline
Advertising’s primary purpose is to market a company or brand and to advertise products, services, or features. The ultimate goal of every marketer, however, is to convert and attract as many people as possible. Focusing only on traditional or digital marketing will not produce the best results. It will only cover a small portion of your online or offline audience.
Pepsi is a good example. They lost a lot of money when switching from TV to social media.
Digital and traditional ads share the same concept of attracting customers, but abandoning one in favor of the other could harm your business. Online ads are a great way to reach a large audience quickly on social networks and other platforms, while TV ads and offline ads like radio ads can be used to reach a wider audience.
Therefore, a marketer must focus on both methods to reach as many clients as possible.
Online sales tactics
Most marketing activities occur online because many people are active on social media networks, online communities, and blogs. It’s a fact that technology hasn’t invented anything new for marketing, but it’s digitalized traditional marketing.
Digital marketing is faster and more effective than traditional marketing. Traditional advertising is not dead, but it is dying out. Many traditional marketing techniques still work.
You can increase awareness by placing a promotion online for a newly opened bakery or brick-and-mortar store, but you cannot taste the food or try clothes online.
There are many retail stores, and an online promotion will generate little interest. You’d need to use traditional marketing to get people in the store to buy.
Here, old and new come together. You can use traditional product display methods like printing to capture an image. A digital billboard will tell a tale that complements your visual merchandise and the said items. You can use testimonials from customers attracted by traditional marketing to promote your online campaign. Word-of-mouth promotion by satisfied customers on social media is also essential.
Online and offline promotions
Brand awareness is what attracts customers, and sales promotions are what bring attention. No matter how well you promote your brand, not everyone will be interested. Even though people may know about your brand, they may still engage with it. This is especially true for those who prefer to spend less time on the Internet.
You’ll miss out on potential customers if you focus your sales solely on social media. Try focusing on digital and traditional to reach your audience online, and then promoting coupons and discounts in magazines and brochures for your offline audience.
Traditional marketing can remind customers to visit a website or take a trip through your marketing funnel. This is an excellent way to combine marketing techniques and get the best results for your campaign.
Leverage publicity
Publicity can help you to increase awareness of your brand, product, event, etc. You must combine digital and traditional marketing to get the most out of advertising. In most cases, it is enough to educate people on what you want to promote, or in this instance, publicize, by sponsoring an activity, conducting a study, arranging a talk or debate, etc.
Content is a great way to get publicity. It can be used for traditional marketing as well as digital marketing. There is only one difference between optimizing for digital marketing (blog posts) and traditional marketing (magazine articles or offline blog posts). Publicity stunts and other out-of-the-box ideas are another great way to spread awareness.
It’s important to remember that traditional and digital marketing aren’t meant to oppose but complement each other. And every marketer who understands this will manage to utilize the strengths of both these methods. That way, marketers can maximize their marketing efforts and get the best result from their campaigns. Check our integration of online and offline marketing strategies article for further reading.
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