ATLANTA, GA / ACCESSWIRE / July 6, 2021 / Marketing tactics have evolved drastically in the past decade alone. With the assimilation of digital tools in all areas of our lives, corporations have adapted their techniques for broadening the reach of their products and getting their products in front of prospective customers.
'As the world has become more digital, so has the art of marketing,' says Deepak "Dee" Agarwal, entrepreneur and former CEO of NoMoreRack.com, a major multi-category online retailer. 'But that doesn't mean that traditional marketing methods are obsolete.'
The ideal recipe for maximally impactful marketing involves a mix of traditional and digital marketing tactics. The integration of both modes ensures that the company seizes every opportunity to reach its target audience.
While we spend a considerable amount of time online, whether it be checking our email, scrolling through social media, or consuming content via media outlets, there are still moments when we are engaging with the more immediate world around us. For this reason, traditional marketing methods will never be fully replaced by digital marketing, but should rather be seen as a way to enhance and supplement efforts in order to reach consumers on a more personal level.
'Taking a more holistic approach to marketing by combining print, television, radio, billboard, and other traditional advertising mediums with digital marketing methods is going to make the most impact for businesses moving forward,' posits Dee Agarwal. 'It comes down to striking the perfect balance.'
Below are Dee Agarwal's top tips for integrating traditional marketing with their equivalent digital marketing counterparts.
Radio and Audio Streaming Services
One of the best ways to create an integrated marketing strategy is to consider how consumers today have slightly different lifestyles and habits. While radio advertising can be a worthwhile investment, particularly for local businesses and events, consumers today are more likely to hear ads when listening to music or podcasts through an app or streaming service. In fact, when it comes to music listening, a 2020 report conducted by MusicWatch indicates that music streaming service held 33.2% of the market share in Q4 of 2020, followed by traditional radio with a 15.9% market share. Exploring platforms like Spotify, Pandora, and Apple Podcasts can help supplement your digital strategy by driving brand awareness to targeted interest groups.
Television and Video Streaming Platforms
Similar to the idea of radio versus content and music streaming services, where your company may have invested a substantial portion of your advertising budget to run television ads, it may be of interest to look towards video streaming platforms such as Amazon Prime TV, Hulu, Youtube, and Twitch. In the past, people purchased cable or dish TV while today people rely more heavily on entertainment streaming services. Niche brands may still benefit from prime tv ad placements on relevant channels, but larger brands with a broader audience are likely to benefit from advertising via a streaming platform over traditional programming.
Out-of-home Advertising and Geotargeting
Billboards, posters, signs, and in-store marketing materials are, to this day, commonly used marketing mediums. Businesses are reinventing and modernizing their appearances and implementing new techniques to take them one step further. Geotargeting and geofencing allow an audience to receive marketing messages based on their location in relation to a store, billboard, or sign. For example, if someone is within close proximity to a retail location or display, they may receive an advertisement related to that ad content that helps drive them to an in-store or online purchase. Similarly, signs and displays may include a QR code that unlocks an interactive element or digital feature.
'These methods do not replace, but rather enhance the efficacy of brand's more traditional marketing methods,' says Dee Agarwal. 'And without their more ‘traditional' predecessors, many digital marketing methods would not exist.
While the digital era has catalyzed marketing shifts to reach a wider audience than ever before, traditional marketing is still relevant and should not be overlooked. Combining both in a thoughtful, integrated strategy allows for brands and businesses to maximize the impact of their marketing communications in today's world.
For more expert business and market insights from Dee Agarwal, read Emerging Technologies During the Pandemic.
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Andrew Mitchell
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SOURCE: Dee Agarwal
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