As someone who has become adjusted to digital marketing, having grown up with the web, it feels out of place when I begin to look around my physical settings and engage with marketing efforts since so few of them seem to reach me on the same level as I’d expect online.
As someone who has applied digital marketing strategies for various projects, it was easy to become wrapped up in the methods frequently used by others. It was equally easy to dismiss traditional marketing methods (namely… print) compared to what was possible online (thanks to flexibility, features, and tracking) until I began to realize that much of what is done in the physical space actually applies to much of what happens online (in a complimentary way).
I think of it similar to how we say “don’t judge a book by its cover."
We are quick to dismiss traditional marketing methods if we have been conditioned to the online method because of cost and efficiency.
What can traditional advertising teach us about online advertising?
With the advent of massive social media advertising, internet banner ads, and direct email marketing, many companies have abandoned tried and true marketing methods to go digital and boost their firms online presence. But going exclusively into a cyber-marketing strategy can be a big mistake. We can't neglect the amazing speed, versatility, and customization of digital marketing. But what's often overlooked is the ability to use these tools jointly with the traditional marketing strategies to build power for both components.
As you develop your advertising and publicity campaign, consider some of the ways that the old dog can do new tricks.
I recently came across a really good article by Rohan Ayyar, contributor author to Entrepreneur, about "old school" marketing channels that still serve a purpose in our increasingly digital world. It underscores the true value of integrated marketing. Even when digital marketing seems poised to completely...