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Combining New and Old: How Digital and Traditional Marketing Can Overlap

In today’s hyperconnected world, digital marketing has proved tremendously valuable in engaging and capturing new audiences. Does this mean that the old ways are no longer useful? Not quite.

Traditional marketing tactics, like print and direct mail, can complement much more advanced strategies like search engine optimization (SEO).

So how can the new and the old work together? Below are a few ways digital and traditional marketing can intersect.

Online and print content

There are now more ways to engage existing and potential customers. Thanks to the success of various digital platforms, people can easily access helpful and relevant content all from the palm of their hand.

However, print still garners attention from several audiences. This is especially true for many established publications and magazines like Vogue and The New Yorker — to name a few — that have a solid readership base. It would be a mistake to dismiss print outright and just go all-in on online content.

Marketers would do well to collaborate with established publications. Working with the latter can bestow a high degree of credibility and authority to any brand. See what opportunities are available, whether it’s creating sponsored content or native advertising.

Lead nurturing and snail mail

Lead nurturing plays a crucial role in ensuring prospects are engaged throughout the buyer’s journey. However, a large influx of content might discourage some from relegating those online newsletters to the spam mailbox.

To give prospects a break from the constant prodding of digital messages, why not send something a bit more personal and intentional?

Crafting a physical letter and sending it by direct mail adds a degree of personal touch, which many people will appreciate. It gives the impression that marketers aren’t just out to make a quick buck and shows a genuine intention to establish a degree of rapport and trust.

Additionally, a physical letter accompanied by a free sample or prototype of a particular product is even more impressive.

Email blasts are still a crucial part of the overall strategy. But thoughtful and valuable gestures can help convert hesitant or skeptical prospects.

Geotargeting and billboards

Billboard concept

Marketers nowadays often make use of geo-targeting, a tactic that pinpoints the location of a prospect or user to deliver geo-specific content. When combined with the more traditional concept of billboards, there’s an opportunity to engage even more people.

Many billboards today feature embedded quick response (QR) codes, which users can scan using their mobile devices (e.g., smartphones, tablets). Doing so gives audiences more relevant information on an advertised product or service.

QR codes could link back to a company’s landing page to nudge more established customers to make a buying decision. Alternatively, the QR codes can also connect to more resources for educating potential buyers.

Also, marketers can use geo-targeted ads in billboards to learn more about their buyers. They can harness data on how, when, and where a prospect encountered a specific ad. Marketers can also determine if the presented information was helpful or elicited a particular emotion or response.

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