Here’s How to Combine Digital and Traditional Marketing Channels To Generate More Revenue

By Jonathan Shepley in Marketing, Televsion and Radio Advertising

"If a tree falls in a forest and no one is around to hear it, does it make a sound?”

This is a deep question for philosophers. However, in the world of marketing, it’s a no-brainer.

You can have the most innovative, mind-blowing product or service. It has the potential to disrupt the industry and shake up culture. It’s something consumers have been waiting to see for decades. But, if no one knows about it, it might as well not exist. This basic tenet forms the foundation for marketing. 

The purpose of marketing is simple: get the word out about your offering to as many as possible. More importantly, marketing helps you find YOUR people—the ones who need your product and love everything you and your brand stand for. 

In today’s digitally-driven world, many companies have abandoned traditional marketing channels in favor of more digital, media-driven platforms. Other companies have held their ground, sticking to the standby traditional methods that have served them for years. 

But what if it’s possible to enlist both to meet your marketing goals?
If you're deeply entrenched in one camp or the other, you may discover that both channels can help you grow your business when you combine them.

Below, we look at how to optimize both digital and traditional marketing channels to grow your audience and generate more revenue for your local business.

What Is Traditional Marketing?

Modern ‘Marketing’ as a major business concept (and term) dates back to the 1950s when corporations and agencies saw the value in large-scale brand messaging. If you’ve seen the show, “Mad Men”, you get a basic idea of how marketing worked 70 years ago. This is where traditional marketing as we know it takes root.

Traditional marketing is promoting products or services through channels like broadcasting or print in public spaces. You may use traditional means to connect with your audience in a more physical way.

Popular traditional marketing types include:

• Billboard
• Ads
• Radio and TV commercials
• Newspaper and magazine ads
• Direct mail flyers and catalogs
• Public transit ads on buses or trains

Today, nearly every structure, vehicle, device, or object is a potential platform for marketing. While newer digital marketing techniques have emerged, traditional marketing still plays an important role in reaching certain audiences.

What Is Digital Marketing?

Ever since the Archie search engine landed on the Internet in the 1990s, digital marketing went from an obscure, message-based promotional tool to a strategy that transformed the landscape of business advertisement globally.

Through digital marketing, you can promote your products or services through online channels almost anywhere on the Internet. 

Common digital marketing channels include:

• Websites
• Social media
• Email
• Mobile apps
• Text messages

You leverage digital technologies to reach a seemingly unlimited pool of consumers in any direction on the Internet.

Common digital marketing methods include search engine optimization (SEO), social media marketing, email marketing, content marketing like blogs and videos, pay-per-click (PPC) ads, and more. You use these methods to drive website traffic and convert leads into customers.

Digital marketing allows you to target specific audiences, track results in real-time, and adapt campaigns quickly based on data. Its interactive nature engages consumers in new ways compared to traditional one-way marketing communications.

Traditional vs. Digital Marketing: Key Differences

Traditional marketing relies on physical channels like print, TV, and billboards where you push out one-way messages. With digital marketing, you use online channels like websites and social media to engage customers through interactive, two-way communications.

Below, are are some key differences between traditional vs. digital marketing:

	Traditional Marketing	Digital Marketing
Channels	TV, radio, print, billboards, direct mail	Websites, search engines, social media, email, mobile apps
Reach	Broad but geographically limited	Global, can precisely target audiences
Messaging	One-way, broadcast to masses	Two-way, allows interaction and personalization
Measurability	Difficult to measure impact precisely	Easy to track metrics like clicks, conversions, ROI
Costs	Generally higher costs	Generally lower costs, more cost-effective
Timeframe	Longer lead times to execute campaigns	Ability to launch campaigns rapidly
Lifespan	Temporary, campaign-based	Continuous presence possible
Audience Engagement	Passive consumption of ads	Active engagement possible through interactions

6 Reasons You Should Combine Traditional and Digital Marketing

1. Increase Your Brand Awareness

By combining traditional and digital marketing, you can amplify your brand's reach and visibility across multiple channels. 

Your brand should be everywhere, penetrating every fabric of the market. TV ads, billboards, and print media help you reach audiences in a grassroots way. Social media and search engine marketing allow you to reinforce your brand and connect with a more media-driven consumer. 

An integrated approach gives you maximum reach to a wide range of people you may otherwise miss.

2. Expand Your Target Audience Reach

Traditional marketing channels have a broader, more general audience reach. Digital marketing gives you precise targeting of specific demographics, interests, and behaviors. 

You cast a wider net to build brand recognition with traditional media, while laser-targeting your ideal customer profiles through digital platforms. As a result, you reach and engage both broad and niche audience segments.

3. Engage More People Through More Channels

Consumers today interact with brands across numerous online and offline touchpoints throughout the buyer's journey. 

A dual traditional and digital marketing strategy allows you to engage potential customers on multiple levels through a more consistent experience. You can run a major TV or billboard campaign and back it with multiple offers on digital channels that support the main campaign. 

4. Track and Measure Your Campaigns

While traditional marketing can be challenging to track, digital marketing provides measurable data and analytics. You can assess your campaigns' performance, as well as your return on investment (ROI) and audience engagement metrics. 

By combining both, you gain valuable insights into how your traditional and digital efforts work together to get results.

5. Build Brand Trust and Credibility

TV, radio, and print publications lend an air of credibility and legitimacy to your brand in the minds of consumers. A strong digital presence through a professional website, positive online reviews, and engaging social media allows you to build trust and personal connections with your audience. 

In other words, when people see you everywhere in the local market, they’re more likely to trust your brand. The more channels you use, the more you instill consumer confidence.

6. Cater to Different Audience Preferences

Some consumers may prefer the familiarity and mass-market appeal of traditional marketing, while others gravitate more toward the interactive and personalized nature of digital channels. 

By adopting an integrated strategy spanning both traditional and digital realms, you can effectively cater to the diverse preferences and media consumption habits of your varied audience segments.

How to Combine Traditional and Digital Marketing Strategies

Now that you understand the importance of combining traditional and digital marketing, you may need some ideas on how to do it. 
Keep in mind that you can lead with either strategy and support it with the other. For instance, you may hire a company to build a new website and need to get the word out. So, you turn to mail outs or flyers to advertise the site. Below are examples of how one type of marketing can lead a campaign and how the other provides support.

Lead With Traditional Marketing, Support With Digital Marketing

Traditional marketing is effective but limited. A digital campaign can provide support by widening your audience and giving you data to track and measure. Look at these examples of how you can use digital platforms to support a traditional marketing campaign.

Your Campaign	Digital Marketing Support
TV Commercial	- Run targeted video ads on YouTube, streaming services for extended reach- Create social media posts/ads highlighting the TV commercial- Use TV commercial in remarketing display ads to viewers
Billboard Ad	- Use geofencing to serve mobile ads to people near the billboard location- Incorporate QR code on billboard linking to website/landing page- Run social media ads in the geographic area of the billboard
Print Magazine Ad	- Create social media posts showcasing the print ad creative- Run display ads on relevant websites to the magazine's audience- Use print ad images in Google Shopping ads for ecommerce products
Direct Mail Campaign	- Set up landing pages/website experiences tailored to the direct mail offer- Run search ads for keywords related to the mailed offers- Use direct mail list for email marketing to supplement the campaign
Radio Ad	- Promote the radio ad audio through digital audio ads on music streaming services- Run display ads on radio station websites during the flight of the radio campaign- Create social media posts incorporating the radio ad script/voices

Lead With Digital Marketing Marketing, Support With Traditional Marketing

Traditional marketing opens the floodgates of possibilities for expanding your audience. However, it’s not going to reach certain people who still respond to mail outs or billboards. Below, we look at some examples of how traditional channels can support your digital marketing campaign.

Your Campaign	Traditional Marketing Support
Social Media Ads	- Run TV commercials or print ads promoting your social media accounts/handles- Include social media links/QR codes on product packaging, billboards, etc.- Mention social media contests/promotions in direct mail pieces
Email Campaign	- Drive email list sign-ups through in-store displays, events, or print ads- Promote email offers and discounts through direct mail pieces- Use radio ads to highlight reasons to subscribe to your email list
Search Engine/SEO	- Run TV/radio ads mentioning your website URL and key products/services- Print your website on all marketing materials like brochures, business cards- Use outdoor ads like billboards to promote your website for branded searches
Content Marketing (Blogs/Videos)	- Promote new blog posts or video content through print newsletter inserts- Use in-store displays or signage to highlight popular blog/video topics- Mention blog/video URLs in your direct mail campaigns
Influencer Marketing	- Sponsor influencer appearances or product sampling at live events- Run print ads or TV commercials featuring the influencers you partner with- Use direct mail to send product samples along with influencer codes/links

The best way to market is by using both traditional and digital methods together. Each type of marketing is good at helping you reach your marketing goals. However, using them together makes them more effective and potentially gives you a higher ROI. You can reach more people across different channels and better measure your results. 

You can also engage your audience in various ways to appeal to what they prefer. Utilizing both traditional and digital marketing allows you to promote your brand as effectively as possible.
Tagline Media offers a full range of digital and traditional marketing channels to help you generate more revenue for your business. Contact us about our marketing services in Tucson, AZ.