In the present Digital Era, most marketers feel that digital marketing is the only solution to success. On the other hand, there are a few businesses with CFOs who believe that investing in digital marketing is a waste of funds. These people are under the assumption that the traditional marketing is most effective. As a result, the businesses are confused and uncertain about which approach to adopt. The most optimal conclusion to this dilemma is integrating digital and traditional marketing to get the best results.
From the 4P’s of marketing product, price, place, and promotion, the areas where digital marketing can be incorporated to supplement your traditional marketing methods are ‘place’ and ‘promotion’. The former two factors are not considered because the same products and prices are only brought online also.
Starting with Price, consider you have a brick and mortar shop for your business. This shop acts as the point of contact for the customers. You will have to decide the location of your shop based on several factors such as proximity to the manufacturers, suppliers, check for the convenience of customers, chose a location that has a high demand for your product/service. In the course of time, you may even increase the number of distribution centers based on increased demand or to reach out to a greater audience.
With the rise of the digital age, the physical places are becoming less prominent. If you create your presence online, it will add to your already existing customer base. This is because digital marketing can be done through various channels that are more commonly used by the present generation. Creating a website for your business will be the fundamental step in the process of getting it online. After this, you can proceed with different kinds of digital marketing such as Social Media marketing, Email marketing, search engine marketing and mobile marketing. The primary aim of using multiple channels is to reach a bigger audience. Not only does it reach a bigger audience, but also can be targeted to a specific audience who are relevant to the business. Going digital will lead to more personalization. The main objective is to increase the sales of your products/services. Businesses that use more channels have a far greater exposure and can be seen by anyone in the world.
“The key is to present the right content to the users at the time they need it in an engaging manner, across all channels they visit.” ~ Jim Yu, CEO, BrightEdge.”
When it comes to Promotions, traditional marketing tools such as direct marketing, TV advertisements, flyers, banners are very efficient tools that reach the masses. In addition to this, marketers do promotional activities to be more effective. The various activities that are conducted include distributing product samples for newly launched products, brochures, trade shows, events, contests etc. But the significance of these promotions can be enhanced further through online techniques.
Many businesses use call-to-action buttons such as Like, Share, Tweet for Social media such as Facebook, Twitter, Instagram, Pinterest, ‘Create a slogan’ contests etc in order to get more people to follow them. This gets your products visible to a very big number and it can also become viral if marketed the right way. Sharing valuable information to all followers will keep them updated with the latest events, promotions of the business, contests etc. This will add value to the already existing business because there are a large number of people following them online. The offline business will grow based on the updates and news shared with the customers online. Many brands are now getting their customers active online by giving offers or additional rewards when they get to their website or by scanning QR code. Businesses also make provisions for Loyalty programs for specific products or services that have been ‘Liked’ or ‘Shared’ by the customers repeatedly. This can boost the traditional marketing since the reward points will be a follow up of the offline purchases.
One more important benefit of integrating digital and traditional marketing is that you can get valuable customer feedback, get customer ratings, and also their comments and suggestions on the website. This will help you improve your offline business.
These are a few tips that will help in integrating digital and traditional marketing for your business. It is important to remember that both are equally important for marketing. Take the example of Pepsi. It lost a lot of money and dropped to third place in terms of market share when the company moved its entire ad spend from television ads to social media. A traditionally established business can be modified or improved by implementing digital marketing. Using a well-proportioned mix of both approaches will definitely get your business to cover a wider range of age group. It will help you reach the tech-savvy youth to the older generation who rely on TV ads and banners.
So go creative, go digital, but stay traditional too! Focus on integrating digital and traditional marketing. Take a 360- degree approach to building your business!