Simply put, yes, it absolutely can. Here’s why.
Most people understand that digital marketing utilizes internet channels like online ads, email, and social media to reach their target markets, whereas, traditional marketing places emphasis on offline channels to reach its target markets.
What separates these two marketing strategies is the medium in which the consumer encounters and interacts with the marketing message. Here are a few examples of each.
Digital Marketing Examples:
Social Media Marketing
Search Engine Optimization (SEO)
Pay Per Click (PPC)
What most people do not understand is that one of these marketing strategies is not better than the other. In fact, highly effective marketing strategies use both traditional and digital marketing in the same ecosystem, not as two separate channels, in order to, yield the best outcome from your consumers. Digital marketing strategies tend to hone in on target specific markets by using PPC, SEO, and social ads. Traditional marketing strategies excel in bringing awareness to your business through billboards, commercials, radio advertising, etc. In using both, your company can grow its brand recognition by simultaneously casting a small net at a targeted market, while also, casting a large net to create more awareness for your company and widen its existing target market.
Here are some ways to implement the two strategies effectively:
Active and Passive: Traditional is generally passive and digital is considered active. Together the elements of each compliment the overarching marketing campaign.
Multiple Channels: Utilizing multiple channels exposes your company to many consumer outlets.
More Personal: Together they can increase a more personalized experience for the consumer. Traditional tactics will target demographics, location, age, interests, and lifestyle, while, digital allows you to customize this experience in real time.
Here is one real life example of implementing a multiple channel strategy in your marketing campaign:
Instagram might be one of the fastest growing social media platforms, but only 31% of adults over 50 use it. Depending on your target consumers, you could be wasting time, effort, and money in trying to reach an older demographic through digital marketing. Instead, incorporate some traditional marketing tactics like the ones listed above with the intention to drive these consumers to your online website and a call to action. However, if the consumer leaves your site without a call to action, then you could implement retargeted display ads, which, follow the online consumer by displaying your ad on other website pages. With combining these tactics, you could just have generated business within a demographic who would have not been reached otherwise.
So yes, traditional marketing is relevant in the digital age because developing the most effective marketing campaign requires the usage of both traditional and digital marketing strategies.
At Aroluxe Marketing, we can curate any traditional and digital marketing strategy to meet the needs of your newest marketing campaign. We are built around insightful, strategic, and data-driven solutions that cultivate high quality results for our clients. Need help successfully implementing these marketing strategies into your next marketing campaign?
@Aroluxe (Twitter, Facebook, & LinkedIn)