Don’t Forget Traditional Marketing

Don’t Forget Traditional Marketing

Social media, new media, rich media and interactive channels are all hot topics. Read any marketing publication and it’s easy to come away with the impression that all communication messaging has moved to the Internet.  It’s true; companies are continuing to shift their advertising dollars away from newspapers, radio, magazines, yellow pages, direct mail and even TV to interactive channels.  But, don’t lose sight of the role for traditional media in any marketing communication campaign.

Two things to remember in marketing are integration and interaction. Integrate your online and offline marketing. Integrate online campaigns with your offline marketing efforts. This type of integrated effort will maximize your reach in a way never before possible. Interaction is also important to engage audiences and make them feel an emotional connection to your company, brand or product. Prospects are much more likely to listen to you and follow what you’re doing if they feel that you care about them and that they’re important to your business.

It is easy to forget that most people are not on the Internet all the time. According to recent studies, most people still find websites through links on other sites and search engines, while a growing number of people find websites through traditional media, such as by regular mail or on a business card. Plus, there is still a part of the population that prefers to receive their information in a printed format. Therefore, it is ideal to deliver your messages both online and offline.

So, when planning your advertising campaigns, don't forget to think beyond the Internet. There are many ways to use traditional media to promote your website. If you have a direct marketing campaign, when you mail out brochures or pamphlets, include your website address in your promotions. When you hand out business cards, always include your website URL and email address. 

Here is an example of how you can make integrated marketing work for your business. First, make sure your website is up-to-date. If you don’t have a website you think is working for you, then it’s time to make some changes.  Once that is done, everything you do should have a consistent look and feel and a consistent message; and the message should drive traffic to your website. Mail out a postcard about your latest promotion and provide the highlights, but send them to your website for more information. Purchase billboard space on a busy street or highway with a few powerful words and your website URL. Place digital ads on a website that your target audience is using – have it link to your website. Post updates on your Facebook page and then link that to your website. These are just a few examples, but the main point being is use a variety of methods to reach your audience. Not only will you reach more people, but it can take people four to six times for people to notice your message, so it’s a good thing if they see it more than once.

The point is, using social media, new media, rich media and interactive channels in marketing can enhance your efforts and make them more interesting, interactive and memorable. But online marketing in and of itself doesn’t replace traditional offline efforts. Both are important for success today. Learn how to integrate them both for your best success yet.