Gaurav Rathore
His write-ups blend creativity, personal experience, and tailored technical advice, meeting reader needs effectively.
Gaurav Rathore
His write-ups blend creativity, personal experience, and tailored technical advice, meeting reader needs effectively.
A good advertisement sells the product without drawing attention to itself – David Ogilvy
Suppose someone is running a local bookstore, they can gather foot traffic because of the personalized attractive ads in newspapers and local magazines. But this isn’t enough as the store is not able to generate enough revenue, what should they do?
In this case, the owner only used the traditional advertising method but with the integration of digital advertising, they can take their sales to the next level and manage to raise their profits.
In this article, I’ll mention why combining traditional advertising with digital efforts can benefit businesses.
This statement is true, traditional methods generally grab the attention of customers, but digital methods help with sustaining them. How to do this? For example, individuals can use something very simple like direct mail.
This includes good postcards, brochures, or catalogs that can be found in the mailbox. Many might think this is outdated, but in reality, it’s not. People still like them and can easily be attracted to them.
Digital inboxes are usually filled with ads and emails, that’s why when someone receives a direct mail, it makes them feel refreshed and very personal. Just remember when was the last time you got something in your mailbox, but it was not junk or a bill?
Exactly! Perfect and innovative direct mail designs can grab someone’s attention and make them interested in what the business has to offer. And right after that, digital advertising combines in action.
Once you have someone’s attention, it’s very important to keep it. Use digital advertising for this. Include a QR code or URL on direct mail which can lead people to the website’s home page or special offer section. It’s a proven way of increasing traffic on web pages.
They can read about the business, shop, or sign up for your newsletter. However, individuals shouldn’t completely rely on direct mail to do the whole work. They need to do field work and help people find them online so that the customers will be one step closer to you.
This is like a one-two punch! Traditional advertising grabs their attention, and digital advertising keeps it strong!
Here, I’m not talking about where they live, by this I mean the place they use to be informed about what’s going on around them. Usually, younger generations use Instagram, TikTok, or other social media to stay informed.
On the other hand, we have an older generation who still flip through magazines, watch TV/listen to the radio. If any business wants to achieve success, they need to react to people using the methods they prefer.
A combination of traditional and digital advertising is going to be quite beneficial here. In the infographic below, you can see all the major benefits of social media marketing and how it can help different businesses.
Let’s say someone has a local bakery. They can use digital advertising to reach out to younger customers on platforms like Instagram or TikTok. But what about the older generation, who are not active online? For them, the owner needs to use traditional advertising.
You can place an ad in the local newspaper or have an audio ad on the radio. This is a perfect combination that does not leave anyone out. Talking to people in their comfort zone, doesn’t matter online or offline. Make them hear about you.
This combination builds trust, and here’s how:
The digital world is all about numbers. That is the biggest benefit of digital advertising. Checking how many people clicked on the ad or link, the time they spend on the website, and how they make a purchase can be monitored seamlessly.
Any business owner will tell you how important data can be, and it is the best way to understand the audience to create perfect strategies, and also check if the existing ones are working or not. Where is the traditional advertising here? You can use this data to improve your traditional advertising as well.
For example, if you see that a certain group (teenagers from LA, for example) are giving good feedback to your digital ads, you can create special direct mail designs or TV ads for that group. You can combine the best of both worlds.
Combine the best of both worlds and come up with creative and effective solutions. Leverage the data gathered from digital ones to improve traditional ways.
PRO TIPTo create a unified and memorable brand entity, use consistent branding across both traditional and digital platforms!
Let’s explain this part: people usually don’t buy something after they see just one ad. They usually need so-called “multiple touchpoints”. Customers will only take any actions when they’ve seen any specific brand a few times in different ways.
Understand it this way, a person walking by a billboard saw an advertisement, and that same day he was met with an Instagram ad for the same product or service, and later they received a direct mail. Now they will get curious and will try it out.
People remember a brand this way and are most likely to buy it if they are met with great offers. This attracts loyal customers and in this journey using gentle steps is crucial. If customers feel pushed or pressured, they won’t take any action.
People are different. Each person will show interest in different things, and consequently, different types of ads. That’s why it is necessary to use both types of advertising methods.
Do not ever think that you have to choose one over the other. The secret recipe for success is to use them together and create something really powerful.
