Online Vs Traditional
Marketing & Advertising

So if you are here, you are likely wondering “Why would I want to do my marketing and advertising on the web?” To start, consider these questions:

  • Is my current marketing plan something I can track the success of and measure to see what’s working and what is not?
  • Is your marketing plan comprised of several different tactics to make up a larger strategy?
  • In a digital age, does my current digital presence present the “best foot forward” to maximize exposure to my audience?
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Seeing your Marketing / Advertising scheme as a larger Strategy

We view a Marketing Plan somewhat similar to a good stock portfolio. It is never a good strategy to keep all your assets in one place, and it is important to diversify. This has two main reasons:

  • So that you can measure success from different pieces of the whole pie. Over time you can see what things are performing and how successful the different tactics you are implementing are. Then you can understand how those pieces are contributing to the larger whole of your Marketing Strategy.
  • To ensure that if something goes wrong in any one piece of the plan, the issue does not affect the entire strategy while you make adjustments. If you rely on just one marketing tactic and something goes wrong, your company could be invisible until you get it fixed. If you have things spread around several tactics, then if there is an issue with one people are still getting to your message from all your other channels.

Traditional Advertising Vs. A Digital Marketing Strategy

Traditional Options

  • Print Design – Hard to update, no way to measure success or engagement.
  • Publication Ads – Not long lasting, no way to measure success or engagement.
  • Radio & TV Ads – Difficult to track ROI and harder to target specific audiences. Can be easily turned off or muted.

Digital Marketing Benefits

  • SEO – Constantly Updates, Targets Your Audience, Measurable Success.
  • Pay Per Click – Targets You Audience, You Only Pay When They Engage, Measureable.
  • Email & Content – Reengages existing audience to engage again, can be planned or executed fast as needed, Measurable Success.

Digital Marketing is the backbone of a solid marketing strategy today

Use smart data to drive your Marketing decisions and achieve your Advertising Goals.

Can Traditional Advertising still be effective in this day and age of the Internet?

Of course it can! We find many Traditional Advertising methods very useful in our marketing strategies. Billboards, magazine ads, direct mail, and more each have their place in your success. We find that a solid digital presence acts as a good foundation, without which you could be wasting dollars on traditional ad options.

For example, you may get a beautiful looking billboard designed, but your website is not up to the task of converting the traffic into customers. Or you put an ad in a magazine, but have no way to track it’s success and therefore no way to know if you should invest dollars there next quarter. Simply put, a solid digital presence can help you get the most out of traditional advertising tactics.

What is the difference between a Digital Marketing Strategy and a Purely Traditional One?

Traditional Advertising success can be very hard to measure. You might put in a unique URL or phone number to have people head to or call, but that can damage your over all brand if you are trying to keep things consistent. A magazine or newspaper ad might get the word out for you… but how do you know? How can you tell if that money was well spent?

Digital marketing options can allow you to gather a great deal of information on not only your customers, but also how successful the tactics you are using are. Here are some examples:

  • Email Marketing: Email Marketing is a powerful way to encourage existing customers to come back again and again. After all, the easiest person to sell to is an existing customer. With emails you can measure things like how many times an email was opened or viewed; how many times people clicked on a link; what links were clicked; if that email was forwarded to someone else and much more. That is data we can use to refine how we do things in the future with smart data behind our decisions.
  • Search Engine Optimization: SEO, as it is commonly referred to, is the practice of fine tuning your website so that it attracts people based off what they are typing into search engines. This tactic allows you to target specific things people are looking for, and show them your information based off what they are looking for. Over time you can attract people to a variety of pages, with a variety of different search terms.
  • Pay Per Click Advertising: PPC as it is usually called, is simply a bidding system that allows you to pay for people who click on your ads depending on what they enter into a search engine. The data collected allows you to see what words are successful and which are not, and that in turn allows you to make more informed decisions on where to put your ad dollars in the future, based off real data.
  • Social Media Advertising: Many people are on a variety of Social Media sites these days. Each of these sites has ways to attract people you are looking for, and ways to allow interested visitors to share your information across those sites for you. You may think your business is not making any money off how many Facebook likes you have, so what’s the point of having the page if it’s not working for you? However, Social media sites are an excellent channel to drive traffic to your website from to find new customers or viewers.

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Now that the question of Digital Vs Traditional has been answered, it is time to see just what we can do for you. We love to talk ideas on Marketing Plans, so if you are interested in more success, please contact us!

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