Integrating Digital Marketing With Traditional Marketing

In the past, marketing agencies considered digital marketing to be totally different from traditional marketing. At that time, digital marketing accounted for only around five percent of the overall ad spend for most clients. Today, digital marketing forms an integral part of advertising, with many advertising agencies having special staff to handle online marketing activities. In fact, online marketing has now developed into a rope that binds other forms of advertising together.

Different marketing studies have shown that most consumers consult their friends or experts for advice, before making a purchase. Traditional advertising is usually considered to be an unreliable source of information, also being the least useful or effective. As time has evolved, buyers have become more sophisticated about how they seek information, using smartphones and other devices, while on the go. They have also learnt to ignore the thousands of ads that are shown to them daily, through different channels like TV, radio, print and outdoor advertising.

Does this means that companies should shift all their money from traditional marketing to digital marketing? Well, no. It simply means that they should allocate more funds for online marketing activities, and begin using digital marketing to enhance the effectiveness of their traditional marketing campaigns. Soon, one will be able to integrate the principles and insights gained through online marketing, with other types of advertising. This would create a highly integrated marketing strategy that could prove to be very efficient in catching the attention of the targeted audience.

Imagine a river with its two banks – the right bank and the left bank. Traditional forms of advertising, being ‘push’ advertising, fall on the left bank of the river. Most traditional marketing messages are generally carefully prepared by the company, and sent out to as many people as possible. Digital marketing, being ‘pull’ advertising, falls on the river’s right bank. Unlike metrics for traditional advertising that tell how many people viewed an ad, digital marketing metrics give details about the exact actions of an individual on viewing a particular ad, such as clicks, searches etc.

Companies that focus more on the responses of the targeted audience to a particular ad, rather than on how many people the ad was thrown at, are more likely to taste success in their marketing strategy. This is why it has become essential to connect traditional marketing efforts with digital marketing ones.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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