The aim of marketing, whether traditional or digital, is to sell products or services. As such, traditional and digital marketing are intrinsically linked, even if they use a slightly different approach and work in different media.Whereas traditional marketing focuses on traditional media like print, radio, and television, digital marketing focuses on digital media that includes emails, mobile, social media, and websites. However, regardless of the media, marketing is meant to help companies cultivate a brand, standardize their image, and disseminate that image widely with the aim of gaining customers and increasing sales, and that’s why traditional and digital marketing can in fact work together seamlessly.
The Two Hands Can and Do Function Together
While the two types of marketing may seem incompatible, there are many ways the two can work together. Let’s look at two fictional case studies that demonstrate the myriad ways traditional and digital marketing live in synergy:
Using digital media to bolster traditional: Burger Mania is hosting a product launch party for their latest bun innovation and inviting all the biggest influencers in the industry. To help market the party, they create and start using #BunLaunch on every tweet, advertise the party on their website, share posters about the event on Facebook, and send out an email blast to their mailing list to invite them to the party. By using low-investment digital marketing to advertise a traditional marketing event, Burger Mania guarantees the success of their launch party, and secures a guest list that far exceeded their expectations.
Using traditional media to support digital: Janet Seller is a successful realtor, but she wants to expand business and get her name out there to more potential clients. To promote herself, she starts including her email address and website on every "For Sale" and "Sold" sign she puts up, prints new business cards with her social media icons on them, and starts including QR codes in every local newspaper ad she runs. The strategy is successful, and in just a few months, Janet Seller boosts her Facebook followers, doubles her emailing list, increases the number of app downloads, and gets 10 new clients.
Using Traditional and Digital Marketing Means More Services for Your Clients
Traditional marketing has a long history of success, but especially these days, people are responding less and less to traditional advertising. This is particularly true with Millennials, who don’t respond to traditional advertising—or traditional digital advertising—at all, so new strategies are required to engage and reconnect with these markets.
A good start would be to find yourself a partner in this endeavor who has an established presence in digital marketing. This kind of an association can complement your existing services with digital marketing strategies to help your clients increase ROI, thereby enhancing your business.
The worlds of traditional and digital marketing aren't so different, and because the two are so closely related, they can work together to achieve growth and success. With your knowledge and expertise in traditional marketing and WSI’s experience with digital marketing, we can forge strong partnerships that benefit everybody involved. Curious about how WSI’s proven system can grow your business and help your clients at the same time? Have a look at our Agency Accelerator Overview today.