Can Traditional Marketing Methods Still Flourish in the Digital Age?
Despite the growing popularity of social media, it is apparent that traditional marketing methods remain in widespread use across the globe. In the nonprofit sector, for example, a 2011 Benchmarking Study revealed that direct mailing remained a more widely utilized marketing tool than social media, which at first glance would suggest that established practices still have a crucial role to play in promoting brand and cause awareness.
While some may attribute this statistic to an older generation of business owners who are less well versed in the ways of social media and mobile marketing, however, it is also indicative of a new trend in brand promotion and professional networking. This is the fusion of traditional and digital marketing methods within single campaigns, which gives businesses access to a wider range of consumers than ever before.
When Two Worlds Collide: The Future of Marketing
Although little more than an experimental marketing concept in 2011, multi-faceted campaigns are becoming increasingly popular as 2012 progresses. This is providing a significant challenge to brands, however, who must strive to must strive to manage all aspects of such a project as efficiently as possible. Given the many different techniques and intricacies involved, however, businesses must consider the following to get the must from their efforts:
- Learn from the Successes of Others: There have already been some exceptional examples of bringing the real and online worlds together in real time, and these can be used as templates from which brands can learn. The collaboration between Bing and events firm Droga5 New York is a relevant case in point, as the two firms combined both new and digital media techniques to undertake a nationwide promotion of R & B star Jay-Z’s autobiography. As Bing’s online property was used to host a real time treasure hunt, participants were encouraged to search for pages and specific snippets from the book in a large scale competition.
- Make the Most of Any Available Resources: Our ability to succeed as individuals or business owners lies with an ability to maximize the resources available at any given time, and literature remains a huge source of knowledge to people who are looking to learn and grow. The digital age has helped to make these materials more accessible to a wider social demographic, with the result that online outlets such as SqueezedBooks offer a range of publications that share opinion and insight into evolving concepts in marketing, entrepreneurship and sales. This can help readers to fill any knowledge gaps, and manage integrated marketing campaigns far easier.
- Embrace Live Events and Real Time Networking: As the widespread popularity of social media meet-ups continue to take hold, it is an ideal time for business owners to get involved and create genuinely purposeful networking events. While these events are typically arranged through social media conversations and interactions, they are then hosted in a physical location where guests are encouraged to interact and build relationships in a far more traditional manner. This is the primary reason why live events have taken hold in the marketing world once more, as they offer a welcoming and relaxed involvement for social and professional communication.
The Bottom Line
Multi-faceted and integrated marketing campaigns are becoming extremely popular for large and small businesses alike, and offer them a unique opportunity to reach a wider target audience and engage them in a meaningful manner. These campaigns must be structured and well managed, however, with knowledge and organizational skills as important as the creative thinking processes that develop new and innovative ideas.