Here are the 7 ways to integrate traditional and digital marketing for maximum results. These tips are very useful to both big and small business.
Lately, when it comes to marketing, it refers to digital marketing, which makes sense back then in 2015. After all, the Internet and digital technologies have changed the way small businesses market their products and services.
However, traditional marketing still has an important place in your company’s promotional strategy.
Of course, the growth in the online advertising industry has been phenomenal in recent years. Digital media have also surpassed television as a primary advertising medium for the first time in 2013.
However, statistics indicate that companies believe that traditional media still have a role to play in their “marketing mix“.
How to integrate digital and traditional marketing?
In the current context, we must avoid to focus only on digital marketing and traditional marketing, and instead adopt an integrated approach. In other words, use the right tools at the right time to target the right audience.
Here are a few tips:
1. Define a strategic vision for marketing
Step back and plan your integrated marketing efforts before taking action. Determine the desired positioning of your company on the market to suit your unique value proposition and your ideal clients.
Ask yourself first: Do we know enough about our market and our customers to make informed decisions with respect to the appropriate marketing strategies? Should we do a market research ?
2. Create types of customer profiles
It is often advantageous to create types of customer profiles, or fictional characters, to define and understand the type of customer you want to target and how to reach them. The establishment of your current customer profile is a good starting point.
3. Use a CRM software
More companies should make use of customer relationship management systems (CRM) to improve their marketing. Make sure all marketers, traditional and digital both within your team have been trained to use this platform; they will be able to take advantage of powerful tools it provides them to generate marketing information.
4. Choosing the right channels
You can use your business website to provide information about your products and value-added content such as videos, testimonials, blogs, ebooks and whitepapers.
The effectiveness of this type of online content to attract an audience, tailor messages and keep track of your progress.
In some cases, however, traditional media – as a leaflet – might be more effective. You can integrate the two marketing approaches using the brochure to promote your digital assets.
Direct mail, another traditional method, has a bad reputation in recent years. Still, some companies prefer it. with direct mail, you can send message containing an offer that will attract people to your website.
However, make sure to create a message that will delight your customers. As with sending emails, direct mail conducted blindly could be a waste of time and money.
5. Overcoming the local market boundaries
The integrated marketing objective is to generate new opportunities for the sales team and to prepare the ground for the contact.
Nowadays, customers outside your local market can find you online and often know as much as your representatives about your products and your competitors.
Your team must have the confidence to sell to new potentially distant markets without dealing with customers in person. You must fully understand all the messages that they are conveyed through different marketing channels and, above all, be well prepared to answer questions and potential objections.
6. Focus on Public Relations
A public relations strategy, in addition to being inexpensive, could help you stand out from the competition. Ask yourself the following questions:
- Have we developed a unique product or service?
- Do we offer innovative technology?
- Are we leader in our industry?
If your answer is yes to either of these questions, you probably have a good story to present to the media. In the age of social media, however, you need more than ever to be careful when you talk about your business or make statements. Be honest and let your marketing support your position.
7. Integrate traditional marketing to websites and pages
In your traditional advertising, ask your customers to visit your website or Facebook page to learn more about your promotions, print coupons, enter contests, etc. Feel free to add your website address in all your ads.
By integrating traditional and digital marketing strategies, you can reach more potential new customers according to their preferences. Also, if you motivate your sales teams and equip them adequately; you will increase your chances of achieving your business goals.
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