If you’ve read any marketing blog posts or articles over the last few years, then you’ve probably heard something to the effect that “digital marketing is killing traditional marketing!” Or perhaps that “traditional marketing is striking back!” It’s hardly surprising that these kinds of things are so common, after all, they’re attention-grabbing, and they play on the fears that many business owners have over being left behind by whatever the most current marketing trend is.
However, despite this idea being constantly spread around, there’s actually a good case to be made that neither of these marketing techniques is “dying” or “killing each other” at all. In fact, quite the opposite. In reality, it’s pretty simple to make them all work together to push your business forward as effectively as possible. Here are a few ways that you can bring your digital and traditional marketing techniques together.
One of the most important things to remember is that your marketing is just the method by which you spread your brand to as many people as possible. This means that you should keep everything consistent no matter what method you’re using. Far too many businesses make the mistakes of having one style of branding for their online presence and another for their physical one. All that’s going to do it divide your customer base and stop you from reaching the maximum number of people. Whether you’re making custom banners for your store or online banners for your website, a logo to spread through social media or a sign at the front of your physical store. All of these things should be as consistent as possible. Customers should immediately be able to connect the flags that you surround your stand with at trade shows with the branding that you use all over the internet.
One of the biggest mistakes that many businesses make is to assume that their digital and physical marketing strategies are completely separate from one another. As though the customers that you’re engaging with and bringing in online are utterly different from the ones that you’re bringing in through more traditional means. Now, there are undoubtedly situations where this is true. After all, different generations are always going to interact with businesses in different ways. However, the vast majority of people are likely to interact with both methods pretty consistently. Because of this, it’s important that you’re constantly trying to encourage your customers to engage with all aspects of your marketing. If there are customers who only connect with your business online, offer incentives for visiting your in-store, and vice versa. By doing this, you’ll be able to create an environment where neither of your marketing strategies is more important than the other.
While it is certainly important that there is a certain universal quality to all of your marketing, that doesn’t mean that you shouldn’t make the most of the unique and individual qualities that the different methods have. Traditional marketing is, for the most part, great for reaching large audiences all at once. Because of this, you should focus on making it as broad and universal as possible; you don’t want to risk alienating any potential customers. When you’re online, on the other hand, then you have the chance to engage with customers on an individual level, talking to them one-on-one and personalising each interaction to make them feel as connected as possible to your business.