Traditional advertisers have seen their industry change dramatically, as digital channels continue to rework the marketing landscape. Meanwhile, digital marketers and strategists often take an online-only view of their channels and dismiss traditional outlets as outdated strategies. But in fact, using an integrated marketing campaign is the most effective strategy for a variety of reasons. Integrated marketing recognizes the value of both traditional and digital advertising and uses a combination of both to optimize results and capitalize on audience reach. Consumers expect the same experience across screens and it is now more important than ever to make sure your message is consistent across platforms.
Why Integration Trumps a One-Dimensional Approach
There are many advantages and disadvantages to both traditional marketing and digital marketing. For instance, traditional marketing offers value that digital can't supply. It can serve as an effective location-based targeting platform as well as a macro-targeting tool. Traditional campaigns are also highly effective in creating brand awareness through mass marketing.
On the other hand, digital campaigns can be more cost-effective and precise in consumer targeting. Several types of digital campaigns are inexpensive and easy to maintain, and this allows businesses of all sizes to establish diverse digital strategies, which may incorporate email, paid search and SEO.
Integrated marketing is a particularly effective strategy because it can combine the positive aspects of traditional and digital advertising to get the best results. These campaigns perform better because no individual campaign, whether traditional or digital, could reach as many consumers, serve as many interests and fulfill as many marketing goals. And keep in mind that you don't have to split your investment and resources equally between these two channels. According to Entrepreneur, you should allocate your resources in proportion to the ROI that different campaigns can deliver: "Having a clear idea of a campaign's costs, the number of sales generated, how large the sales were and who purchased the product or service can help you invest your marketing budget wisely."
Using Traditional Ads to Promote Digital Channels and Vice Versa
More than ever before, technology is helping to blur the line between traditional and digital advertising. TV commercials can now be published through digital video platforms, which can create additional exposure and improve the ROI of video productions. On the other hand, traditional advertising platforms can refer customers to digital campaigns on your website or social media platforms. And the analytics that have come to dominate digital campaigns are being applied with greater success to traditional channels. Conversion tracking is now done through phones, Web pages and even QR codes, which is helping the value of traditional campaigns become even more tangible. Furthermore, programmatic advertising is laying the groundwork necessary to turn TV ads into a more cost-effective platform.
Diversity is always an asset in marketing. In order for your company to be as successful as possible, you must make the most out of what both traditional and digital advertising have to offer. As such, you should not ignore either channel. The best marketers maximize their traditional and digital marketing efforts through a consistent and cohesive marketing plan while monitoring results and optimizing throughout to drive the best performance.