5 Ways to Integrate Traditional and Digital Marketing
Despite what you may have heard, traditional marketing isn’t dead: According to a recent US survey, over 75% of people prefer traditional media marketing over online methods. People still watch a lot of television, and are far more receptive to watching an ad on TV than online (Just watch someone’s frustration the next time they have to sit through a 15-second Youtube ad.) Clearly, the best strategy is a holistic one, incorporating both traditional and new media marketing. Here are a few ways to create a seamless marketing campaign that takes advantage of the best both worlds have to offer.
1. Use social media to maximize traditional impact
If you’ve taken the trouble to shoot a funny (or even so-bad-it’s-good) advert for TV, don’t neglect to throw it on Youtube, post it on Reddit, and try to get people talking about it. The deadpan, low-budget silliness of the “Nope, Chuck Testa!” ads got nearly 14,000,000 views on Youtube, and a mention on Fox News and CBS—what amounted to millions of dollars in free advertising for a tiny California taxidermist. Also, be sure to publicise any fundraisers or marketing events on every social network your audience frequents.
2. Publicise your online presence through traditional networks
This step is simple, but often overlooked: make sure your website URL is on every scrap of traditional advertising you create. The advantage of traditional media is that it’s now cheaper than it has ever been; newspapers are starved for ad revenue, and can be a great, inexpensive way to boost your online presence. If you’re a small business, people won’t find your site unless you publicize it, and give them a reason to visit. Offer online-only discounts, invite people to like your Facebook page, and make sure that your social media content is 100% interesting and valuable to your subscribers.
3. Plaster QR codes everywhere
Even better than a URL is a QR code, particularly in parts of the world where smartphones are the most common method of accessing the internet. Any print ad you create should have a QR code somewhere; if your business uses a van or other company vehicle, plaster it with custom vinyl stickers featuring your QR code and some eye-catching or enigmatic “hook”. You’ll be surprised how many passengers in other cars roll down the window to snap your QR code and see what the fuss is about.
4. Use online indicators to gauge the effectiveness of traditional campaigns
One of the most powerful advantages of online media is the ability to measure the exact monetary value of each marketing method using Analytics. You can use the QR codes and URLs you provide in your print marketing to gauge how many of your site visitors are being enticed by each different advertising platform—and even more importantly, how many of them are paying for your product or service. If a particular method isn’t paying out more than it’s costing you, evaluate what may be going wrong, and what changes you might need to make.
5. Involve your online audience in trade shows
Trade shows are a powerful tool for B2B marketing, but it’s a shame if only the participants see you and your business putting your best foot forward. If you’re speaking, post a survey to get customers talking about your subject—and incorporate their voice into your talk. You’ll not only increase online involvement, but you’ll also demonstrate that you have your fingers on the pulse of what your customers and clients want. Snap photos, record insights from other people at the show, and get your online audience involved to every extent possible.