When people began to flock to the Internet and social media for information, marketing strategies demanded change, as customers expected advertising to be catered to them on a more personal level… welcome, digital advertising, to the marketing world. Digital advertising encompasses all marketing efforts that take place in the digital world. Traditional advertising is non-digital and fixed in place, with a focus on the tangible world. There are several avenues among traditional and digital advertising that you can put your marketing dollars toward, such as:
- Banner Ads
- Cold Calling
- Direct Mail
- Door-To-Door Sales
- Print Pieces
- Radio & TV Commercials
- Content Marketing
- Email Marketing
- Google Ads
- PPC Ads
- Social Media Ads
It may be tempting to ditch traditional advertising altogether and push all your marketing dollars to digital advertising avenues. However, if you choose to do that, you miss out on benefits that only traditional advertising has to offer. Rather than viewing these two types of advertising as an either/or situation, approach both advertising methods as a both/more situation. When you implement both traditional and digital advertising, you can reach exponentially more consumers. Here’s how:
Traditional Advertising Drives Traffic to Your Website
A simple message coupled with how the consumer can learn more (website URL!) is the best recipe for a successful traditional ad. You won’t want to clutter the billboard, print piece, or banner with so much information that it overwhelms the viewer. Keep it simple but remember to provide the consumer an opportunity to learn more by visiting your website.
Traditional Advertising Fills in the Gaps of Digital Ads
Although the digital universe is endless, the information is only useful when the viewer is accessing the Internet. Traditional advertising can meet them where they are when they’re not on the web. For example, billboards can relay information to them while driving, and brand-conscious flyers on restaurant walls can notify them about an upcoming event – two of many situations that your customer won’t be browsing the web.
Traditional Advertising Focuses on the Most Important Information
Whether you’re working with an 8.5” x 11” flyer or a 30-second radio commercial, you have limited space or time. You must focus on the most important information so the consumer can make an informed decision on what to do next. Most traditional advertising pieces need to answer the essential questions like who, what, when, where, and why… and maybe not even all of them! When you get straight to the point while staying true to your brand, you can deliver the information your consumer needs and strengthen brand loyalty.
Traditional Advertising Has Extensive Reach
Traditional advertising’s reach is both its downfall and benefit. When you purchase space on a billboard or time on the air, anyone who has eyes or ears will potentially see or hear your ad. But, a portion of those consumers may not need your service. Was it wasted money? Not necessarily. Traditional advertising produces an opportunity for your information to reach all consumers – those who need it now or may need it in the future.
Traditional Advertising Thrives on Specific Outlets
What gets the most buzz in every Super Bowl besides the winner? The commercials, of course! In Super Bowl LIIII, a 30-second commercial slot costed roughly $54 million. Maybe handing over millions for 30 seconds of prime-time television isn’t in the cards for your company, but the concept of seeking “prime” marketing real estate holds true! If you are opening a boutique, plaster your windows with posters that tells the reader of your grand opening. If your target audience are early commuters who listen to the radio, purchase airtime. Traditional advertising can thrive when you use the right piece on the appropriate outlet.
Partner with M&R Marketing
There are numerous forms of traditional and digital advertising that are available. But, which one is right for your company? M&R Marketing is here to help! When you hire us, you are choosing an in-house team of web developers, copywriters, account managers, digital strategists, and graphic designers who live and breathe marketing. We are creative, accessible, and dedicated to YOUR success. We’d love to partner with you! Send us an email at email@example.com and we’ll get this conversation started.