Digital and Traditional Marketing: How to Make Them Work For Your Business
As a small business owner, the marketing resources of your company are limited. To get the most out of your time, efforts, and budget, consider a hybrid marketing strategy. By combining aspects of digital and traditional marketing, you can infuse optimal marketing tactics at just the right moment. But where do you go from here?
Digital and Traditional Marketing
We constantly hear how digital is taking over the world. While that may be true, it has not happened entirely yet. In February 2018, the Pew Research Center reported that 89 percent of adults use the internet. However, take a look at an age group breakdown of this statistic:
66 percent of adults over 65
87 percent of adults 50 to 64
97 percent of adults 30 to 49
98 percent of adults 18 to 29
Take a look at your target consumer. Are you focused on senior citizens, Generation X, or Millennials? This should help you decide how much energy you should put into digital versus traditional marketing. Also, consider your consumer personas, which help you identify the kinds of information and marketing channels best suited for your target consumers.
When choosing whether to use print advertisements and direct mail or email and social media—take a pause. Rather than dividing up your marketing strategy by traditional or online marketing, accept that you will be using a blend of both. With an integrated marketing approach, focus more on:
Frequency of connection
Your ability to reach consumers
Focus on the type of marketing that will reach the greatest number of consumers in your target audience on a consistent basis while ensuring the strongest connection.
Videos and Commercials
Video marketing (both web and commercials) is a leading digital and traditional marketing trend for 2018 according to Inc. This is where you want to begin with your own integrated strategy. Creating videos is increasingly affordable thanks to the advancements of video production technology and equipment.
Better yet, if you have already invested in TV commercial video production, simply switch gears. Use that same knowledge and experience to create online videos for social media channels including YouTube and Facebook. You can continue to create TV commercial ad spots, if desired, depending on your audience.
Emotional Connections With Consumers
A few of the other 2018 marketing trends can be compiled into one major category—emotional connection. Here is where you will want to dig deeper than traditional marketing tactics. Consumers want to see three areas of emotional evolution within your company:
Inc. points out that companies who focus on being an open book with consumers are leading the marketplace. This connection to the company’s culture is replacing the hard sell of blunt marketing methods. Consumers now have the tools via the internet to learn everything they want to know about your company prior to making a purchasing decision.
In addition to expecting transparency, consumers are also more interested in financially supporting companies that are socially conscious. It is not enough to use direct marketing to sell goods and services. You’ll need to show a personalized side of your brand to create those emotional connections with consumers.
Want to find out more about digital and traditional marketing for your business? Contact the marketing experts at Sparklight Advertising.