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Data and Audience
Is traditional marketing dead? Making the most of traditional tactics in a digital world.
Traditional marketing isn’t dead. While some may not initially consider it alongside newer, digital-based tactics, techniques like direct mail are still relevant. Here’s why traditional marketing is still important and how to integrate both traditional and digital marketingiDigital marketing is the two-way conversation that takes place between a brand and consumer through online marketing methods including websites, social media, mobile devices, blogs, video and email. Traditional marketing, which might have utilized a billboard or magazine ad, is considered one-way communication since the consumer can’t interact. Digital marketing gives th... Read More methods into your campaign.
Digital marketing involves using the internet and other digital mediums to promote your products and services. Some of today’s most commonly used channels include:
With roots going back decades, digital marketing has evolved dramatically over the last few years. It has gone from basic banner adsiA banner ad, or digital display ad, is essentially an online billboard placed in areas of high visibility on a web site with the goal of driving traffic to the advertiser's web page -- ultimately resulting in sales. Banner ads were one of the first types of internet advertisements, dating back to 1994 according to Investopedia.com and since then have become a leading form ... Read More to social outreach, to rudimentary SEO techniques. Now, digital marketing has become incredibly sophisticated with brands able to use cutting-edge technology like artificial intelligenceiHave you ever asked Siri what time it is? Or called out to Alexa across the kitchen to see if your Amazon package has arrived yet? Then you have utilized artificial intelligence, or AI as it is commonly referred. By definition, AI is the use of computers to simulate human intelligence. Siri and Alexa aren't real people, rather computer programs that know how to answer cert... Read More, analytics, and personalization to reach their audience constantly.
And growth in digital marketing isn’t slowing down. According to a 2020 survey by ReportLinker, U.S. digital advertising and marketing was worth $87.1 billion in 2020, and by 2027, it’s projected to total $139.3 billion.
The advent of digital marketing doesn’t eclipse traditional methods. Traditional marketing plays an integral role in the success of many brands. Not only is it still relevant, but it’s also extremely important for businesses to use it for a variety of reasons.
Research indicates that it’s ideal to use a combination of traditional and digital marketing techniques, and doing so should help your campaign achieve maximum impact. Combining the two strategies allows you to cast a wider net and reach a larger percentage of consumers. In fact, many of today’s marketers experience great success incorporating direct mail into their digital marketing campaigns.
This can also help you achieve better audience segmentation and targeting. Rather than limiting your marketing campaign to one medium, a combination creates a framework where you can zone in on small and even micro-segments. You could, for example, use direct mail to connect with your audience demographic that enjoys absorbing information offline, not on a screen, and use email to reach those that prefer digital.
You can use these two complementary mediums for retargeting purposes. An example could be using marketing analytics to monitor website browsing activity and gauge customer intent. Whenever a lead shows a strong interest in one of your products, you could then send them direct mail shortly after that elaborates on the product and provides an attractive offer. By leveraging the power of traditional and digital marketing like this, you can create a highly personalized experience that massively boosts your ROIiReturn on investment (ROI) is simply the measure of what was spent on a marketing campaign compared to the sales that were a result of that marketing campaign. More simply put, for every dollar a company spends on marketing, how much money is that effort generating in sales. On a larger scale, ROI is a key metric used to not only determine success of markteing efforts, but... Read More.
Here are some specific ways to use both forms of marketing for your business: