Finding the Balance Between Digital and Traditional Printed Marketing

A good marketing strategy is essential to both promote your business and advertise your products or services. In today’s modern business environment, there are essentially two forms of marketing; these are tradition print, and digital online strategies.

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There has been considerable debate over the years to which form of marketing is the more effective, has the most benefits and, of course, offers the best value.

The truth is, both methods can be incredibly effective. The thing that every business needs to be address is; who are their target audiences and which form of marketing would they be most receptive to.

Before you allocate your marketing funds on one category or the other, it is worth carefully considering the pros and cons of both strategies. If you can come up with a well-balanced combination of the two rather than just sticking with one particular form, it could well prove to be the most effective option.

To get the balance right, you need to have a good understanding of both the strengths and weaknesses of each form of marketing.

Traditional Marketing

Traditional marketing utilises, direct sales, television / radio advertisements, and printed materials such as, magazines, billboards, mail, and coupons.

The Pros of Traditional Marketing

1. Accessibility. Tradition marketing methods maybe the only way to reach certain target groups such as pensioners or target groups that don’t have regular access to the Internet. If your target groups fall into these categories, traditional marketing such as mail, TV and magazine advertising will be much more effective than digital.

2. Tangibility. There is certainly something to be said about holding something in your hands rather than just looking at an image on a computer screen. For certain target groups, this tangibility can make a huge difference when it comes to making an investment choice.

3. The Personal Touch. A person-to-person sale is considered by many as a traditional form of marketing. This form of direct sales marketing can be incredibly effective at the right time and at the right place. If you know your target group will be receptive to this type of marketing, it can be very effective indeed.

The Cons

1. TV and radio ads can be expensive and need external assistance on quite a large scale. This can be out of the range of many small busineses with limited marketing budgets.

2. Tracking Results. Tracking results with traditional methods can be difficult. At times it can be rather hit or miss as to whether your message has reached its target audience.

Digital Marketing

Digital marketing uses the Internet to reach target groups of consumers. There are a number of methods to advertise on the Internet, ranging from video adds, to reviews and blogs. If your audience is tech savvy, it can be the best method to get your message across.

The Pros of Digital Marketing

1. Measuring Results. One of the main strengths of digital marketing is the ability get very fast measurable results from your marketing strategies. You can measure in real time how many people are hitting on certain sites or even reading advertisements. Marketing strategies can also be tweaked on the fly very easily for greater impact.

2. Social Media. Digital marketing allows you to tap directly into social media. This can be incredibly effective as social media works on a word-of-mouth principle, which can spread a message very quickly. If you get your marketing spot-on, social media can be a gold mine for new customers.

3. Direct Communication. Digital marketing offers direct communication with your target audience or even individuals. This interactive option can be used to great effect on you consumer groups. Offers and deals can be instantly advertised which always keeps interest levels high.

The Cons

1. Time. Although digital marketing is relatively quick to set up, it can take up considerable amounts of time in maintenance and monitoring.

2. Internet Access. Even though most people have access to the Internet, there are still many people that don’t. If your target group lies in the latter, digital marketing could well fall on deaf ears.

The key to getting the perfect balance between digital and traditional marketing techniques lies in a good understanding of your target groups and, of course, your budget.

About the Author : Sonia Allen is a freelance writer for a company whose mission is become the leading small business printer website in the UK. BrunelOne.com has a commitment to enterprise, quality, and customer service.

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