Integrating Digital Marketing with Traditional Marketing

 

Digital Marketing with Traditional Marketing

Together Stronger: Integrating Digital Marketing with Traditional Marketing

While digital marketing grabs the headlines these days, some still dare to incorporate elements of traditional marketing into their strategies and get great results.
Is traditional marketing left? Can traditional marketing still have an impact with all these changes in perspective brought about by digitization?
The answer may not be as simple as saying yes, but the potential is huge. The secret lies in the subtle fusion of the two into a unified marketing approach.

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As econsultancy.com  says, this is where you need to rethink your perspective. It's about making the most of both channels. While traditional marketing is highly effective at reaching large audiences, digital marketing can create deeper, more relevant connections with consumers. Combining them for a wider and more effective effect sounds natural.

Marketing: Traditional, Digital, and Integrated Kindle Edition, this eBook you can gain total access to knowledge and understanding of all marketing principles (traditional, digital, and integrated marketing).

Digital vs Traditional - How to Mix the Two

Traditional advertisements (such as those found in periodicals or newspapers), radio and television commercials, telemarketing, and direct mail are examples of traditional marketing channels. To broaden their audience and boost their potency, these channels can be combined with digital marketing channels like social media, email campaigns, and online advertisements. For instance, a call-to-action in a television commercial could point viewers to a website or social media page for more details, and a QR code in a direct mail campaign could point recipients to an online landing page. Additionally, traditional marketing initiatives can be informed and improved by data gathered through digital channels.

Top (4) Brands That Integrate Traditional and Digital Marketing:

1) Coca-Cola: In 2013, Coca-Cola started a fruitful integrated marketing initiative with the slogan "Share a Coke.". Traditional elements of the campaign, such as unique packaging with well-known names on the bottles and print advertisements in magazines and newspapers, were combined with digital components, such as a website and social media promotions. Customers were urged by the campaign to post pictures of themselves holding their customized Coca-Cola bottles on social media with the hashtag ShareaCoke. More than 190,000 brand mentions on social media were produced by this campaign, which successfully increased Coca-Cola sales by 2.5 percent.

2) Old Spice: In 2010, Old Spice introduced a popular video campaign called "The Man Your Man Could Smell Like," which featured a charismatic spokesperson in a number of amusing TV commercials. Old Spice later applied this idea to a social media strategy by setting up a Twitter account for the spokesperson and responding to customer tweets with customized videos. This campaign increased sales by 107 percent and produced over 6 billion media impressions.

3) Burberry: Burberry has a reputation for integrating traditional and digital marketing effectively. The company showcases its products and interacts with customers using conventional techniques like runway shows and print advertisements in fashion magazines, as well as a significant amount of digital and social media. Burberry uses Instagram and other platforms to give customers a behind-the-scenes look at its designs and the company. Burberry also uses its website and social media platforms to live-stream its runway shows. Burberry has developed a solid and devoted customer base thanks to this integration.

4) Red Bull: Red Bull is a different business that has a reputation for combining traditional and online marketing with success. The business actively promotes its brand on digital and social media in addition to its strong presence in traditional media like TV and outdoor advertising. Red Bull also places a lot of emphasis on content marketing, creating a wide range of online videos, articles, and other materials that highlight its brand and its affiliation with high-adrenaline sports and activities. Red Bull has become one of the most recognizable and respected energy drink brands in the world thanks to this integrated strategy.

How to Measure the Success of a Marketing Campaign

Several important metrics can be used to gauge the success of an integrated marketing strategy:

Return on investment (ROI): This gauges how profitable a campaign was by contrasting the amount of money it made with the amount it cost to run. A high ROI shows that the campaign was effective in bringing in money.

Conversion rate: This metric identifies the proportion of people exposed to a campaign who went on to complete the desired action (like making a purchase or filling out a form). A high conversion rate shows that the campaign was effective in getting people to act.

Engagement: This gauges how much the campaign is being used, as seen in the number of social media likes, shares, and comments as well as the number of website visits and email list subscriptions. High engagement shows that the campaign's target audience was successfully reached and engaged.

Brand awareness: The degree to which a brand is recognized by its intended market is measured by this. Surveys or online polls can be used to gauge brand awareness. An increase in brand awareness shows that the campaign's goal of raising brand awareness among its target market was achieved.

Sales are the ultimate objective of any marketing campaign and serve as a gauge of its effectiveness. A rise in sales suggests that the campaign was successful in raising money and bringing in more clients.

It's crucial to keep in mind that these metrics should be followed over time to get a clear picture of the campaign's performance. It's also helpful to establish goals and objectives for the campaign at the outset, and then use these metrics to assess whether or not the campaign succeeded in achieving those goals.

How to Set Goals and Objectives for an Integrated Marketing Campaign

It's crucial to take into account the following steps when establishing goals and objectives for an integrated marketing campaign that combines traditional and digital marketing channels:

Determine your target audience: Recognize your target audience, their needs and desires, and the locations where they are most likely to be found.

Define your goals: Be clear about what you want your campaign to accomplish. You should set SMART goals for yourself—specific, measurable, achievable, relevant, and time-bound.

Establish your budget: Decide how much money you have available to spend on the campaign, and then divide it appropriately between the various channels.

Identify the metrics you'll use to gauge the success of your campaign by identifying key performance indicators (KPIs). These should line up with your goals and let you monitor development over time.

Create a strategy: Lay out in detail the precise tactics you'll employ to accomplish your goals, including the channels you'll use, the message you'll deliver, and the criteria by which you'll judge success.

Create a schedule: Decide when your campaign will begin and end. Then, plan for regular check-ins and, as necessary, campaign adjustments.

Always keep an eye on your campaign's progress in relation to your goals and objectives, and make necessary adjustments to improve performance.

Additionally, keep in mind that an integrated marketing campaign should be adaptable and flexible as the market and consumer behavior change. As a result, it's critical to continuously review and tweak the strategy and tactics to get the best results.

Describe your customer

To ensure your mix of digital and traditional is as effective as possible, first, look at your customer profiles and how best to reach them. While each channel has different strengths, you need to know which ones are best for you and how to make them work together based on your consumer profile. Go multidimensional!

The advantage of mixing the two is that it adds more layers to your marketing strategy and thus more potential. By combining digital and traditional, you want to be multi-dimensional in your campaigns. Traditional channels are a great way to make your brand known to a wider audience, while digital channels can maintain strong connections and engagement. While one layer may be based on print ads, commercials, or promotional materials, another layer may be around social media campaigns, digital banners, SEO strategies, email campaigns, etc.

Playing actively - passive participation

There is quite a contrast between the two channels when it comes to the engagement they generate. While traditional marketing messages typically involve passive consumer engagement with TV ads, digital marketing messages rely more on active engagement with viewers.

While active engagement sounds good, there is great value in using traditional channels. After all, they are an important part of the audience's daily life, so they provide a good opportunity to reach them better. The magic is mixing and matching these two levels, going where your consumers are, and crafting a compelling call to action.

As the BDC (Business Development Bank of Canada) article says, it's the marketing mix that attracts more leads than they like. Many big brands rely on traditional advertising channels, and they don't forget to add a digital call to action – for example, an invitation to participate in a great giveaway on Facebook.

Traditional Vs Digital Marketing: (Easy & Effective Ways to Choose the Right One) Kindle Edition, The Simple, Easy & effective explanation about choosing the Right One between the two - Traditional Marketing & Digital Marketing. (Tom & John are two close friends, one from Traditional Business and the other from Digital Expert. How he helped his Friend to Choose The Right Option?) This eBook shows How One Should Decide Which One To Chose From The Difficult decision-making process. This book is very easy and simple to understand how & Why to Chose Digital Marketing.

After all, digitization is not only about how we understand marketing but also about how we maintain traditional channel integration. Your consumers are the perfect blend of traditional and digital lifestyles, and that's what you need to adapt to.

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