Most people think that digital and traditional advertising strategies can’t really mix. After all, there’s not really much you can do when attempting to link a direct mail advert to your online banners. They exist in completely separate worlds, so there’s not much interaction in terms of mixing them together.
But you’d be surprised at some of the smart things that people have come up with.
In this article, we’ll be taking a look at some of the clever strategies that marketing experts have come up with to mix both traditional and digital promotions.
Using direct mail to complement digital campaigns
Direct mail is perhaps one of the harder forms of advertising to mix with your digital campaigns. This is because direct mail is essentially just a piece of paper that needs to have an address before it can be sent. This means that if you have somebody’s address, they’re probably already somewhat qualified as a lead. As such, it’s not the perfect option for discovering new leads, but it can be a good way to increase your profits when done correctly.
There are a couple of ways to optimize your direct mail campaigns so that they can mix with digital media. For starters, make sure that you’re using a reputable service like PCI to send out as many direct mails as possible while maintaining a consistent level of service and quality. If outreach is your goal here, then you need to work with a logistics company that meets your standards.
Next, try to think up ways to direct your audience from your mail to your website. Just a website link is good enough, but you can also have QR codes that can double as a way to track the ROI of your campaign. You could even include digital vouchers and codes that can be used for your online store.
Making use of traditional advertising in a digital way
There are two main forms of traditional advertising that can be digitized; billboards and newspapers. These days, billboards are essentially just gigantic television screens that are placed in easy-to-see locations. If you have the option to run an advert on a large electronic billboard, then this can be a fantastic way to reach a wider audience that would typically only be targeted with traditional advertising.
For newspapers, more and more people are starting to get their daily dose of news from the internet. This means you can start advertising through online versions of newspapers and magazines to target a wider audience, but also use the same resources to target a digital audience too.
Whether you’re just starting a business now or have run your company for several years, the mixing of traditional and digital marketing strategies might seem a bit strange to you. However, as with all good marketing campaigns, it’s vital that you attempt to reach your target audience through as many mediums and platforms as possible.
So as long as your chosen marketing strategies have a chance to reach that intended audience, you should absolutely try to think up unique ways to mix different forms of advertising.
