Like PB&J, Traditional and Digital Together Make Marketing Better

Like PB&J Traditional and Digital Marketing, Better TogetherIt’s 2016 and time to integrate our thinking and approach to traditional and digital marketing. Traditional marketing and digital marketing are like peanut butter and jelly; you don’t have a PB&J without both. Like a PB&J, traditional and digital together make marketing better.

 

PB&J

While the terms “traditional” and “digital” delineate specific marketing tactics and channels, convergence has unified traditional marketing and digital marketing into just marketing.

Marketing has evolved to an “and” versus “or” strategy. For effective, sustained engagement with your audience, a brand must incorporate both traditional and digital marketing.

You wouldn’t send your press release to reporters without posting your release on your website, and you shouldn’t miss the opportunity to share a cool company video that is going viral with local media.

 

Digital Marketing Empowers Traditional Marketing

Digital marketing platforms provide new channels for traditional marketing stories, experiences, and creativity to be discovered. Digital marketing enables the audience to be the brand’s messenger. Digital marketing draws like minds together, allowing brands to connect with existing and potential customers that hold that brand’s lifestyle, values, and interests. A customer will be drawn to and engaged with brands that embrace and help you live your lifestyle.

If you are a surfer, you will be drawn to Billabong and Roxy. If you like love pets, you will be drawn to Petco and Petsmart. If you are runner or bodybuilder you will be drawn to athletic brands to which you identify.

Digital marketing allows brands to connect and engage more frequently with their customers. Email gives brands the ability to connect with a customer as frequently as the customer would like, with the ability to opt-in and receive a range of information and communication on a quarterly, monthly, weekly, daily, or as-it-happens basis. Social media provides a real-time, one-to-one connection between brands and their customers on the customer’s terms and favorite social network.

 

Traditional Marketing Empowers Digital Marketing

Traditional marketing augments digital marketing. Traditional marketing reaches audiences more broadly than digital marketing.  Online brands like Google, Amazon, eBay, Monster, Yelp, and app game companies have leveraged traditional marketing’s power through TV to reach broad audiences quickly, gain ubiquitous brand awareness, and dominate market share.

TV and radio continue to generate creativity, innovation, awareness, and market demand, from new celebrities and trends, to new products and services on the market. Such celebrity examples include brands such as Oprah, Jessica Simpson, and the Kardashians generating digital marketing demand for products and services they use, recommend, and brand.

Traditional marketing continues to break through the ubiquitous clutter of information and noise. A personalized postcard or letter by mail will get more of your attention than one email out of hundreds you receive each day. And who doesn’t enjoy receiving relevant coupons by mail from your favorite brand? (I am always looking forward to my REI dividend.)

Company loyalty, membership, benefit, and VIP cards are not new, and now many of them are digital, generating greater consumer value and engagement while providing companies greater marketing data insight. But studies show regular app use is limited to 4 to 6 apps daily, meaning the majority of app users only access a small handful of the apps they download, and there is a customer shift back to tangible membership cards from their favorite brands. These trends emphasize the power traditional marketing still has with customers.

 

PB&J Love

Other prime examples of traditional and digital together making marketing better include traditional marketing channels’ ability to communicate a direct message and digital’s ability to create a conversation.

TV shows that leverage social media through hashtags, voting, and mobile apps harness the loyalty and affinity power digital marketing provides.

 

Got to Have It

The future of marketing will be both a media-technology convergence and market reach fragmentation. Marketing will simultaneously be able to reach greater audiences with more precision, while continuing to be challenged with customer acquisition attribution and integrating omni channel marketing. But hopefully we can agree that traditional and digital together make marketing better!

 

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