The Power of Traditional Marketing in the Digital Age

Billboards, magazines, newspapers, flyers, and posters have become familiar tools in the marketing strategy of businesses. It can be seen that today’s customers are still attracted to advertising, they like the feeling of turning the pages of newspapers or magazines in daily life. This opinion is completely agreed upon by scientists studying psychology. While the above may sound a bit outdated, these methods are exceptionally adaptable. So what are the traditional forms of marketing, and how do use them effectively? Let’s find out with CleverAds in the following article!

1. The Rise of Traditional Marketing

Traditional marketing includes any type of marketing that is not online, such as print, broadcast, direct mail, telephone, and outdoor advertising such as billboards. From newspapers to radio stations, this marketing method helps businesses reach their target audience effectively.

Recently, the phrase “traditional marketing will disappear” is no longer strange to all marketers. The truth, however, is that there is still room for traditional tools in today’s already crowded media market. However, the requirements for these methods have changed to better suit the needs of customers rather than being superseded by digital tools. From those changes, traditional marketing activities can support businesses in building relationships between customers and their brands.

The combination of digital and print tools will lead to better interactions for businesses and make content packages available to both online and offline users.

Eric Rasmussen, Vice President of Customer Insights at Groupon shared that:

“All the tools ultimately revolve around understanding what the customer really wants and finding the intersection between what the business has and what the customer needs – then delivering the product in good condition. possible. I think market segmentation is the best way to personalize and select the right target.”

2. Measure ROI

While traditional marketing methods have their own unique uses, digital results are much easier to measure. The digital platform is optimized through algorithms and has a specific approach to consumers. Marketers can also easily track the results of social media and Google ads through analytics platforms. However, one point to keep in mind is that digital marketing will not be as localized as traditional marketing.

Because digital marketing is an advertising method that is more interactive and accessible than traditional tools. So, to optimize marketing campaigns, planners need to cover all aspects of marketing.

So how can marketers apply traditional marketing?

3. How to apply traditional marketing in today’s modern world

Traditional tools are still relevant in today’s digitally oriented environment. However, they need to change to be able to work in sync with digital, focusing on customer needs. One of the world’s leading marketing experts and the author of more than 55 books on marketing, Philip Kotler, says:

“Marketing is not the art of finding the smartest ways to sell what you make. Marketing is the art of creating value for customers. It is the art of making customers better.”

Obviously, the above quote is not all about digital but instead about how to market in the digital era effectively. Traditional marketing tools can still be applied in today’s digitally driven environment.

4. Four traditional marketing tools

It can be seen that traditional marketing tools still bring impressive results for businesses. They exploit the very group of potential customers who do not or rarely do transactions through the online market and this has brought special value to the business. In fact, using traditional marketing tools can help eliminate some of the risks associated with modern digital marketing and interact with consumers in a different way.

Four traditional marketing tools can be mentioned:

Newspaper

Paper marketing can come in many forms such as flyers, brochures, or even business cards. These are all the most effective ways to spread the brand image or promote promotional activities and discounts.

In addition, these publications also serve as input to the business’s digital communication channels, so make sure that information about the website and social media pages is fully printed on the front page. paper of brochures.

Direct mail

Consumers seem to have a higher degree of trust in direct mail than in email. Because for advertising messages sent directly, the number they receive each day is only a small number compared to the emails that fill up the email inbox. So it can be seen that direct mail has a higher impact.

Under the impact of the COVID-19 pandemic, businesses have also found this to be a great way to stay in touch with their customers during the shutdown. Take advantage of these advantages, and create special emotions for customers, thereby making your brand stand out from the competition.

Event organization

Live events will create opportunities for businesses to connect with potential customers, thereby promoting relationship development and maintaining a database of information for businesses. In addition, events such as conferences and trade shows also allow businesses to express their personality in a way that digital marketing cannot.

Radio

According to RAJAR Research, about 89% of people listen to the radio every week, so the radio is a medium that should not be overlooked for businesses. Even if you just have the radio on in the background while you’re doing other things, you can still deliver your message directly to potential customers.

5. Limitations of Traditional Marketing

Cost more budget than Digital Marketing

When it comes to launching marketing and advertising campaigns through brochures, flyers, or printed newspapers, businesses will have to pay a large amount of money to maintain or even change plans, and publications. already printed will have to be completely redone from scratch and this will double the cost. However, if nothing changes from the original campaign, the business will not have to pay any additional fees.

Along with flexibility and cost advantages, traditional marketing requires businesses to have distribution partners for their publications and businesses to pay for those distributors.

For digital marketing, after the publication is published on the internet, then it will spread to the whole world easily.

Can’t customize

Traditional marketing only allows businesses to target diverse audiences. If businesses want to target niche markets and small customer files, that seems impossible.

For example, a business develops an advertising campaign for elegant women’s handbags and wants to introduce this product through traditional marketing means. If using digital means, the tools will allow marketers to check if customers are evaluating their products well and from there make suggestions to improve the product accordingly. However, traditional marketing cannot do this.

Provide less information

Traditional marketing will not be able to provide a full price list of products to customers because of space limitations. Tools like TV and print media can only give businesses a certain amount of time and advertising space to deliver product information and pricing.

However, online and digital media can do the opposite. They will give businesses many different options depending on the budget and human resources.

Traditional marketing is gradually losing public interest

Today, the public is beginning to lose interest in traditional media by ignoring or ignoring banners, billboards, and newspaper advertisements. They only show interest when viewing something on a digital screen like a smartphone or TV.

6. Why combine both digital marketing methods (digital marketing) and traditional marketing?

It is difficult to make a choice between digital marketing and traditional marketing. However, marketers can combine the two to take advantage of the unique benefits that both methods bring. Such a hybrid funnel approach helps navigate consumers through the sales funnel, drawing them from several sources to the ultimate goal of conversion.

A real-life example right with Coca-Cola

Coca-Cola is one of those brands that has been trying to find a balance between digital marketing and traditional marketing. The “Share a Coke” campaign has shown that customers prefer to buy soft drink bottles with their names printed on them (offline personalization) and then share images related to them on social media.

As a result, the campaign generated 998 million Twitter impressions and 235,000 hashtags, but that wasn’t the only digital element. Customers with more unusual names could order the product online, which in turn drove massive traffic to Coca-Cola’s website.

New digital technologies that can be used need to be carefully considered. Businesses need to understand their customers and develop marketing strategies based on their needs and desires. Strategy execution can then be developed with a combination of digital and traditional marketing to optimize output and customer retention.

EPILOGUE

Successful marketing ensures that the business is able to deliver the product at the right time, place, and at the right price. Although strategic approaches may change, the principles of marketing today seem to remain the same as they were in the past. Traditional marketing is still going strong in today’s digital era.