Traditional + digital mix
Once you’ve identified the rewards for using a combination of digital media for your marketing efforts, an integrated marketing campaign including your digital and traditional marketing must be planned and coordinated to achieve the maximum benefit for your online business.
These marketing activities should complement one another, be consistent across mediums, and should not directly compete with each other. What you do in the traditional or offline environment must generate interest in the online environment. For example, if you exhibit at a trade show (being in the offline environment), the activity should benefit your online activities, such as building your database, bringing visitors to your website. Across all communication channels your activities must deliver on your business goals, and build your company and / or brand name.
Focusing solely on digital marketing, and not complementing with traditional media (e.g. television, radio and print media) can result in reduced campaign effectiveness , even loss of sales, market share and market position. An example of this was when Pepsi launched their “Refresh” project. The company had traditionally used major offline media channels such as television. They decided that they would apply a digital-only campaign that would target youth (ignoring their older audience), tapping into the youth’s desires for societal well-being. Thinking that youth are heavy digital users, Pepsi redirected millions of dollars from TV, which targeted a broad audience, into social media that targeted a more narrow audience (youth), resulting in significant loss of revenue and market share. Whilst there were multiple reasons for the losses, one key learning is the importance of understanding that multiple, integrated (complementary offline and online) communication channels are key to successful campaigns.
The art of combination
Start by applying traditional marketing strategies of the 4Ps (mentioned in step 1.6), then overlay the digital marketing activities that best suit the business’ purpose. Consider how traditional media (such as television, magazine, radio and newspaper advertising) has continued to evolve alongside digital marketing. These traditional media have digitised their offering, making it available both offline and online. For example, you can now quickly access your favourite newspapers and magazines online. It is becoming increasingly easy to complement and increase the reach and conversion from awareness to sales.
By integrating traditional marketing with digital marketing, businesses can create messages that are more personalised, specialised and tailored to the interests of their target audience. This helps them get closer to consumers, increase connectivity and help persuade the target audience to buy their goods and services.
While Keemi is keen to showcase her brand and to market her natural healthy food and wellbeing products using online marketing tools, she wants to support her digital marketing efforts with some more traditional marketing activities.
From your own personal knowledge, what traditional marketing activities do you think Keemi should use to complement the digital marketing activities (that you recommended in the previous case study activity)?
Post your ideas to the Comments area, and don’t forget to tell us why you think Keemi should use the traditional marketing activities you are recommending.
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