We are connected – on all devices, on all platforms and with each other. It is assumed that up to 70% of consumers use social media and digital platforms to verify the opinions of other consumers before making purchasing decisions.
This means that no matter how strong your traditional marketing is, no matter how often you hit your goals, if you don’t engage digitally as well, you’re missing out on something.
Here are three ways digital marketing can help your traditional advertising.
# 1: test it out
One of the main benefits of digital marketing is the immediate visibility you can get through analytics. This makes the digital world the perfect test tube for your business and for your traditional advertising. With digital campaigns, you can test copy, test a product idea, test prices.
You can test almost any aspect of your business or your plans for your business. Your audience will let you know, immediately, if you are on the right track.
Take these trends and develop them in your traditional advertising. For example, if a creative idea really strikes a chord on social media, it may be worth using that creation at the center of your TV or radio ad campaign.
# 2: Consumer involvement
One element that traditional advertising lacks is the real involvement of consumers. Billboards, TV spots, radio spots offer little interaction with consumers. Digital solves this problem by creating a two-way experience.
For example, an automaker that promotes the merits of its new dashboard might brag about it on a billboard. But, by using the display panel to lead consumers to an app, they can get customers virtually behind the wheel. They can then use this app to drive customers directly to the dealership for a test drive.
TV shows now use apps to allow viewers to engage while watching the show. Viewers can vote on what’s going on, answer trivial questions, and even interact with each other. It has proven to be so popular that some shows are now showing âsocial editâ reruns of where the best tweets or messages from viewers are shown on screen.
This addition of digital marketing to the traditional medium has shifted viewers from a passive audience to an engaged audience.
# 3: hot irons
Everyone in sales knows how to strike when the iron is hot. It is the same in marketing. Your best chance to get a consumer to act on your behalf is when you’re at the top of the list. Digital makes this possible.
Adding a digital element to an old-fashioned marketing tactic like contests can be a game-changer. There was a time when branding contests involved mail in forms. Now it’s instant. Even if a consumer learns of a contest through old-fashioned methods, such as blurb on the packaging, they can immediately access their smartphone to enter.
Addition not subtraction
Digital marketing methods are a great addition to traditional marketing. But if everything is new to you, don’t worry. It is also new to consumers. See digital as the perfect addition to the work you already do. And an add-on that will increase the effectiveness and reach of your existing campaign.