Bridging the Gap Between Traditional and Digital Marketing

As the marketing landscape increasingly goes digital, does the traditional marketing mindset need to shift as well? Do traditional campaigns still have their place in the digital era?

At Neolane we would argue yes, to both questions. Although digital marketing has taken center stage, marketers should not dismiss the powerful effects of traditional marketing. Instead, they should consider how the two marketing strategies can be intertwined to effectively engage customers and increase sales, retention, and loyalty.

In this blog post, we will explore digital and traditional marketing as well as how marketers can bridge the gap between the two disciplines to produced desired results.

Digital marketing centers on the idea of short cycles, real-time execution, and one-to-one messaging. In essence, digital channels and digital marketing continuously create tremendous amounts of “big data” that give marketers a more in-depth look at consumer activity, preference, location, buying behavior, interests, etc. The fire hose of tweets, Facebook updates, FourSquare check-ins, and many more real-time interactions gives marketers tremendous insights into how to better target and engage audiences and improve ROI.

Bridging the Gap Between Traditional and Digital Marketing image Marketing Chalk BoardBridging the Gap Between Traditional and Digital MarketingTraditional marketing is more of a campaign mindset comprised of segment-based, planned campaigns that require longer planning processes and execution, demographic research, and analysis of transactional history. Traditional marketing focuses on the “4 Ps” of marketing: price, product, placement, and promotion. While these methods seek the same end goal as digital marketing, they are typically performed over an extended period and through offline channels, such as direct mail, outbound telemarketing, billboards, television, radio, and print.

Example of “bridging the gap”: TD Bank has exemplified the possibilities of embracing both digital and traditional in marketing initiatives. When customers access the TD Bank website, their IP address is analyzed for location, which then results in a banner and video of local branches and management that customers can then visit in person. TD Bank explains that this is their attempt to keep the narrative continuously flowing across all customer channels of influence.

Bridging the gap between digital and traditional media is all about keeping the circle of awareness, interaction, and conversion in a constant loop. Every tactic and channel should lead to another, building the relationship and the dialog; in other words, there should be no dead ends.

Companies like Neolane have the capacity and expertise to help brands engage customers in 1:1 lifetime dialogs that span digital and traditional marketing channels. Our conversational marketing platform was conceived to allow marketers to design and execute single or cross-channel strategies, automate marketing processes, personalize messages, orchestrate customer journeys, and measure the effectiveness of all these actions.

As it stands now, digital is the direction marketing is going, but the reality is that many marketers need to do both: augment traditional marketing with digital channels. The two strategies diverge down different paths of creation, execution, and distribution but the main thing to remember when creating a marketing campaign is to offer relevant information to your target audience, whether through traditional or digital channels.

©iStockphoto.com/pictafolio

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