The Power of Traditional Marketing in a Digital World

We live and work in a digital ecosystem, however, traditional marketing still has its place. Traditional advertising formats such as print, TV, radio and direct mail can still pack a hefty punch when trying to capture consumers’ attention. Especially when consumers are bombarded with thousands of online marketing messages per day.

Traditional marketing, when used correctly, can integrate seamlessly with online tactics to enhance digital solutions. Infomercials and radio spots can be a powerful direct marketing tool which will lead consumers to your website while direct mail and below the line promotional materials can help guide customers to digital campaigns.

While I specialize in the digital space as a full-service marketer I combine digital experiences with traditional marketing strategies that focus on creating a complete 360° brand experience for customers.

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Sometimes to Break Through the Clutter Marketing Needs to Go Back to the Basics

Marketing may have changed over the years, but the fundamentals of business are still the same. To be successful, you need to listen to your consumers, gain insights and develop a communication plan around those observations. It’s just the methods for delivering the message that is different.

Digital marketing may have the reputation to be able to ‘do it better for less with greater efficiency’, however it doesn’t mean that traditional marketing methods should be ignored. Traditional media is a great way to send your message to the masses and bring awareness to your company and products.

Today, consumers operate in a world where the boundaries between the online and offline marketing are being merged. Most consumers will still watch TV, listen to the radio, read a newspaper or printed magazine. They will engage with brands through both online and offline experiences, daily. Because of this, many brands have erased the boundaries between online and offline marketing efforts. Your marketing should erase those boundaries too.

I use a blended approach to weave together all aspects of traditional and digital marketing communications to ensure that all messaging and communications strategies are consistent across all channels. I do this to reach your customers wherever they may be and ensure that overall brand experience is unified. I do this because it works.

TRADITIONAL MARKETING SERVICES

Regardless of the channels chosen to market your company, I continue to develop and adjust your company specific strategy based on your real performance metrics. I use quantitative analytics, business intelligence, audience behavior analysis, engagement, measurement, interest and intent to direct and drive your campaigns. If something didn’t work, I change directions. If I hit big on an initiative, I’ll focus our efforts to maximize those results. I don’t work in a vacuum. You’ll know what I know when I know it. Reports will be present and reviewed together. New directions and key decisions will be a team effort. This is a collaborative process which is the only way to make a true partnership.

MARKETING STRATEGY

With the continued success of content and inbound marketing, it’s critical to plot the customer journey using a strategic mix of targeted tactics and continuous channels. I’ll combine both traditional and online marketing promotions in an integrated strategy to lead consumers through the sales funnel with a higher degree of success.

COLLATERAL DEVELOPMENT

Having an arsenal of branded collateral on hand will help support marketing and sales efforts as your potential consumers travel through your funnel. I develop the brochures, booklets and catalogs during the awareness phase while product data sheets, sales kits, white papers and presentations can provide additional information and support to sales teams during the buying phase.

DIRECT MARKETING

Variable data direct mail campaigns, direct response and re-targeting initiatives are all forms of direct marketing that can build awareness of products and services. Print pieces that support digital initiatives can drive targeted consumers to a campaign-specific landing page to help increase conversions.

PRINT ADVERTISING

With digital ‘stories’ only lasting 24 hours, print advertising might be a consideration if you want your campaign to have a longer shelf life. Print ads can still be an effective way to reach a niche or targeted audience while delivering a top-of-the-funnel marketing experience. If it’s determined that print advertising may be a good part of your communication strategy, I can create the concepts, design the ad and work with publications to ensure a successful run.

RADIO MARKETING

Short, well-thought-out radio spots can go a long way by reaching a large geo-targeted audience. I’ll create the campaign, write the scripts and the provide the voice over for your radio ad, if needed. I’ll partner up with my media buyers in your area to ensure you’re getting the right placement, at the right cost.

OUTDOOR ADVERTISING

If it’s good enough for Silicon Valley, it’s good enough for us. While outdoor advertising is one of the oldest forms of marketing, it’s making a big comeback. Having a brilliantly branded billboard in a high-volume traffic area is a sure way to capture the attention of your audience. Perhaps this is why digital giants like Facebook and Google are using this age-old off-line medium for their own advertising efforts.