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How Digital and Traditional Media Work Together

It’s no secret that digital media (such as search, display, and online video) has increased in popularity over the last decade or so. While digital media is an excellent marketing tool, it doesn’t mean that tried and true methods of traditional media (like radio, TV, print, and outdoor billboards) should be left behind. Using a combination of both digital and traditional is the most effective method of marketing and is far more useful than using either on its own.

When combined, the benefits of both plans help complement the other. Traditional marketing tactics have proven high success rates. Digital media can provide more customer interaction and detailed targeting capabilities. Each technique appeals to different people and audiences, so a blend of the two provides an excellent way to reach your potential customers. Most people consume various types of
media throughout their day, so diversifying your marketing dollars can help expand overall reach.

For example, television and print ads are helpful in spreading information and can also incorporate a message to look for more information on a website (a ‘call to action’ of sorts). Coca-Cola is an example of a company who has done a great job of incorporating online with traditional. Their “Share a Coke” campaign allowed customers to find their names and names of friends on bottle labels (a more traditional method). These labels included hashtags, encouraging customers to share pictures and tag friends on social media (an online method). Coca-Cola was able to actively engage customers through this strategy, which combined aspects of both traditional and digital.

Additionally, using both traditional and digital marketing methods allows your message to be spread across many different channels. Depending on the target audience, some techniques may work better than others. McDonalds uses multiple channels to their advantage, utilizing billboard and print ads to attract the attention of potential customers, but also having a strong online presence. This allows them to reach customers they may not have if they had stuck to only one channel.

Running traditional media can also help boost your digital marketing efforts. For example, a regional healthcare facility ran a campaign which included paid search and broadcast radio. When the radio commercials were running, the digital campaign saw an increase of 13.38% in visits/clicks, and an 85.71% increase in calls.

In another example, a local HVAC company ran a digital marketing campaign (paid search, online display and video) in conjunction with a traditional media campaign of broadcast radio and TV. During the time traditional media was running, the paid search campaign had an 11.69% increase in visits/clicks and a 75% increase in calls.

These are just a few examples of how traditional and digital media can work together to strengthen your marketing plan. It’s important to use various types of media to maximize the impact of your messaging. We’d be happy to talk with you more about which media mix is best to reach your target audience!

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