Mixed Media In Advertising: Removing The Common Roadblocks Marketers Face Today
For many businesses today, there is a big argument about digital versus traditional marketing. But there is a growing acceptance that using both together by adopting a mixed media strategy in advertising is the most effective option. However, challenges remain for businesses that want to use both types of marketing.
Overcoming the Passive Nature of Traditional Marketing
One of the main challenges for businesses that use digital marketing when they are considering traditional tactics is that traditional marketing is typically more passive than digital.
When placing an ad in a publication or TV channel, you are reaching out to a passive audience. Digital marketing, on the other hand, uses more active engagement.
But there is no reason why you cannot combine the two.
In fact, many businesses will now use a print or TV ad to encourage their targets to visit their Facebook page or send them a Tweet. The benefits of this are that you can reach out to a far larger audience, and then get some of that audience actively engaged.
The Challenge of Sending Physical Marketing Materials
For many companies who focus more on digital marketing, traditional techniques pose physical difficulties. While digital marketing can be controlled from a computer, traditional techniques often involve a physical element, such as printed products. Or you may have to send out physical letters, which is a greater challenge than sending out electronic emails.
However, there are ways to get around the challenges.
For example, when sending out letters, you could use a stamp affixer to make the process faster and more cost-effective. If you are going to be sending out letters regularly, this could be a great option. So always look at the possibilities before deciding that something is too difficult.
The Greater Costs Involved
Traditional marketing is typically more expensive, and this is one of the main arguments for businesses who decide to focus most of their efforts on digital marketing techniques.
But it doesn’t have to be this way.
For example, spending a lot of money on a single ad in a national publication may simply not be worth it for a smaller business. But you could spend a lot less on an ad in a smaller but much more targeted publication, and get better results from it.
Or you could launch a leafleting campaign to target a very specific geographic area, which can be a very cost-effective technique.
So don’t automatically assume that traditional marketing is too expensive for you, and instead look at all your options.
The Challenge of Switching to Digital
Just as it can be difficult for businesses to adopt more traditional marketing techniques if they have until now focused more on digital marketing, the same is true the other way around. Some businesses, particularly those that have been operating for many years, may find adopting digital marketing techniques a real challenge.
While the two can be used effectively together, some businesses will need some guidance to break into digital marketing. Luckily, there are many agencies that can help them to branch out from traditional techniques into digital one so that they can find the best possible way to combine the two.
It’s Not a Question of One or the Other
Although you may hear a lot these days about how traditional marketing methods are dying out in favor of digital techniques, the truth is that they both have an important role to play. You may focus on one more than the other, or you may choose to focus exclusively on one type of marketing. But the truth is that the most effective option is often to use them both together.
Ava Dawson is a graphic designer and marketing consultant; one thing lead to another! She is a whizz at social media marketing but also still enjoys working and designing for print.
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