How to combine traditional and digital marketing
Posted: Tue Dec 10, 2024 10:04 am
Lately, when we talk about marketing, we're referring to digital marketing , which makes sense in 2015.
After all, the Internet and digital technologies have changed the way small businesses market their products and services. However, traditional marketing still has an important place in your business promotion strategy.
Diversity in Marketing: An Opportunity for Small Business Owners
In a report published in the Globe and Mail last September, IAB Canada presented some data on advertising revenue for different media in 2013.
Major Media in Canada Advertising revenue in 2013 ($) % growth compared to 2012 Market share
Digital 3.5 billion +14% 31%
Television 3.4 billion -2.3% 30%
Daily newspapers 1.7 billion -17% 15%
Radio 1.6 billion +.03% 14%
Magazines 558 million -2.7% 6%
Of course, growth in the online advertising sector has been phenomenal in recent years, with digital media surpassing television as the primary advertising medium for the first time in 2013.
However, statistics indicate that companies still believe that traditional media has a role to play in their marketing mix .
How to integrate digital and traditional marketing?
In the current context, we must avoid relying solely on digital linkedIn database marketing or traditional marketing, and instead adopt an integrated approach. In other words, we must use the right tools at the right time to target the right audience.
Here are some tips:
1. Define a strategic vision for marketing
Take a step back and plan your integrated marketing efforts before taking action. Determine your company’s desired market positioning based on your unique value proposition and ideal customer base. First , ask yourself : Do we know enough about our market and customer base to make informed decisions about appropriate marketing strategies? Should we conduct market research?
2. Create typical customer profiles
It is often beneficial to create customer profiles, or fictional characters, to define and understand the type of customers you want to target and how to reach them. Profiling your current customer base is a good place to start.
3. Use CRM software
More businesses should be using customer relationship management (CRM) systems to improve their marketing. Make sure all marketers, both traditional and digital, on your team are trained to use this platform so they can take advantage of the powerful tools it provides to generate marketing insights.
4. Choose the right channels
You can use your website to offer product information and value-added content, such as videos, testimonials, blogs, e-books and white papers. These types of online content are proven to be effective in attracting an audience, tailoring messages and tracking your progress. In some cases, however, a traditional medium – such as a flyer – may be more effective. Do you think a flyer would provide the best experience for your prospects? Could you integrate the two marketing approaches by using the flyer to promote your digital assets with a message like: “Visit ABCBusiness.ca/flyer to learn more about our offerings?”
Direct mail, another traditional marketing method, has gotten a bad rap in recent years. However, some people prefer to have the companies they do business with communicate with them by mail. Canada Post has launched new tools to help small businesses optimize their direct mail campaigns. You can send a message by mail with an offer that will drive people to your website. Just make sure you create a message that will appeal to your customers. As with email, blind direct mail is a waste of time and money.
5. Going beyond the boundaries of the local market
The goal of integrated marketing is to generate new opportunities for the sales team and lay the groundwork for engagement. Today, customers outside of your local market can find you online and will often know as much about your products and those of your competitors as your sales reps. Your team must be confident in selling to new and potentially distant markets without dealing with customers in person. They must fully understand all the messages being conveyed to them through various marketing channels and, most importantly, be well prepared to answer potential questions and objections.
6. Focus on public relations
A public relations strategy, in addition to being inexpensive, could help you stand out from the competition. Ask yourself the following questions:
Have we developed a unique product or service?
Do we offer innovative technology?
Are we a leader in our sector?
Are we giving back to our community?
If you answered yes to any of these questions, you likely have a good story to pitch to the media. In the age of social media, however, you need to be more careful than ever when talking about your business or making statements. Be sincere and let your marketing support your position.
7. Integrate traditional marketing into websites and web pages
In your traditional ads, ask your customers to visit your website or Facebook page to learn more about your promotions, print coupons, enter contests, etc. Don't hesitate to add your website address in all your ads.
By integrating traditional and digital marketing strategies, you will be able to reach more potential customers according to their preferences. Also motivate your sales teams and equip them adequately; you will thus increase your chances of achieving your business objectives.
Are you trying to balance your traditional and digital marketing efforts for your business? Are you getting results? Let us know what you think.
After all, the Internet and digital technologies have changed the way small businesses market their products and services. However, traditional marketing still has an important place in your business promotion strategy.
Diversity in Marketing: An Opportunity for Small Business Owners
In a report published in the Globe and Mail last September, IAB Canada presented some data on advertising revenue for different media in 2013.
Major Media in Canada Advertising revenue in 2013 ($) % growth compared to 2012 Market share
Digital 3.5 billion +14% 31%
Television 3.4 billion -2.3% 30%
Daily newspapers 1.7 billion -17% 15%
Radio 1.6 billion +.03% 14%
Magazines 558 million -2.7% 6%
Of course, growth in the online advertising sector has been phenomenal in recent years, with digital media surpassing television as the primary advertising medium for the first time in 2013.
However, statistics indicate that companies still believe that traditional media has a role to play in their marketing mix .
How to integrate digital and traditional marketing?
In the current context, we must avoid relying solely on digital linkedIn database marketing or traditional marketing, and instead adopt an integrated approach. In other words, we must use the right tools at the right time to target the right audience.
Here are some tips:
1. Define a strategic vision for marketing
Take a step back and plan your integrated marketing efforts before taking action. Determine your company’s desired market positioning based on your unique value proposition and ideal customer base. First , ask yourself : Do we know enough about our market and customer base to make informed decisions about appropriate marketing strategies? Should we conduct market research?
2. Create typical customer profiles
It is often beneficial to create customer profiles, or fictional characters, to define and understand the type of customers you want to target and how to reach them. Profiling your current customer base is a good place to start.
3. Use CRM software
More businesses should be using customer relationship management (CRM) systems to improve their marketing. Make sure all marketers, both traditional and digital, on your team are trained to use this platform so they can take advantage of the powerful tools it provides to generate marketing insights.
4. Choose the right channels
You can use your website to offer product information and value-added content, such as videos, testimonials, blogs, e-books and white papers. These types of online content are proven to be effective in attracting an audience, tailoring messages and tracking your progress. In some cases, however, a traditional medium – such as a flyer – may be more effective. Do you think a flyer would provide the best experience for your prospects? Could you integrate the two marketing approaches by using the flyer to promote your digital assets with a message like: “Visit ABCBusiness.ca/flyer to learn more about our offerings?”
Direct mail, another traditional marketing method, has gotten a bad rap in recent years. However, some people prefer to have the companies they do business with communicate with them by mail. Canada Post has launched new tools to help small businesses optimize their direct mail campaigns. You can send a message by mail with an offer that will drive people to your website. Just make sure you create a message that will appeal to your customers. As with email, blind direct mail is a waste of time and money.
5. Going beyond the boundaries of the local market
The goal of integrated marketing is to generate new opportunities for the sales team and lay the groundwork for engagement. Today, customers outside of your local market can find you online and will often know as much about your products and those of your competitors as your sales reps. Your team must be confident in selling to new and potentially distant markets without dealing with customers in person. They must fully understand all the messages being conveyed to them through various marketing channels and, most importantly, be well prepared to answer potential questions and objections.
6. Focus on public relations
A public relations strategy, in addition to being inexpensive, could help you stand out from the competition. Ask yourself the following questions:
Have we developed a unique product or service?
Do we offer innovative technology?
Are we a leader in our sector?
Are we giving back to our community?
If you answered yes to any of these questions, you likely have a good story to pitch to the media. In the age of social media, however, you need to be more careful than ever when talking about your business or making statements. Be sincere and let your marketing support your position.
7. Integrate traditional marketing into websites and web pages
In your traditional ads, ask your customers to visit your website or Facebook page to learn more about your promotions, print coupons, enter contests, etc. Don't hesitate to add your website address in all your ads.
By integrating traditional and digital marketing strategies, you will be able to reach more potential customers according to their preferences. Also motivate your sales teams and equip them adequately; you will thus increase your chances of achieving your business objectives.
Are you trying to balance your traditional and digital marketing efforts for your business? Are you getting results? Let us know what you think.