Although many brands have turned their attention towards digital marketing, and rightly so, traditional methods still have a place in the modern marketing world and can help complement your wider marketing strategy.
What is traditional marketing?
Traditional marketing refers to anything that has been done by companies for decades. Most commonly it's an umbrella term for practices that were around before the internet, such as print advertisements like newsletters, billboards, flyers and TV adverts, but has more recently also included older online methods, such as email marketing.
These methods can prove to be effective though, and even complement a comprehensive digital marketing strategy.
The benefits of traditional marketing
There are many benefits to traditional marketing methods, such as not needing a person to have an internet connection or access to a device to be able to engage with it. Print marketing in particular can be highly accessible and effective as anyone with a newspaper or magazine can read the advert. It also has the added advantage of being able to be much more geographically targeted than online marketing.
The benefits of digital marketing
Digital strategies can let you target anyone anywhere in the world, which is a massive opportunity, but if you are a small business trying to build up your reputation it can make engagement difficult. Traditional marketing methods carry a higher success rate, partly because they are more accessible, but also because even if a flyer or print advert is eventually discarded, it is a tangible product. The act of picking up and holding it creates greater engagement than simply viewing a digital banner.
What does this mean for marketing as a whole?
The online advertising space is becoming increasingly crowded, making it much tougher for smaller businesses or those with restricted marketing budgets, to get noticed. Using traditional marketing practices can be an effective option for brands to deliver the engagement levels they need.
Of course, it doesn't need to be a case of one or the other. Some of the best and most successful print marketing campaigns easily complement online strategies or social media promotions. It's not just something that small brands should engage with, or be a cheaper alternative until a business can increase its budget. Massive organizations like Guinness and Pepsi invest a great deal of time and effort into their print marketing campaigns. One of the benefits about striking posters or leaflets is that they can easily be pushed and promoted on social media platforms, allowing companies to easily combine online and offline marketing.