Embracing Variety in Marketing
Humans naturally crave variety, and this inclination can significantly impact advertising. Experimenting with diverse styles, messages, and visuals helps brands capture attention and maintain consumer interest, ultimately preventing monotony.
The Importance of Balancing Traditional and Digital Media
Many inexperienced marketers mistakenly prioritize only digital advertising, neglecting traditional media that can reach audiences less active online. As digital natives limit screen time for well-being, it's crucial for brands to engage with consumers through various channels.
Integrating traditional media—such as out-of-home advertising, print, and direct mail—alongside digital efforts is essential for a well-rounded marketing strategy. Experts suggest a balanced approach, often recommending a 60% digital to 40% traditional ratio. This allows brands to benefit from both the measurable effectiveness of digital channels and the broad reach of traditional media.
Key Advantages of Traditional Media
Broader Reach: Traditional media can connect with demographics that may not engage with digital content.
Enhanced Credibility: Advertising in respected print publications or on prominent billboards conveys trustworthiness and stability.
Tactile Engagement: Print materials create memorable, physical touchpoints that foster emotional connections with consumers.
Creating Synergy Between Channels
To maximize effectiveness, brands should create campaigns that integrate both traditional and digital elements:
Integrated Campaigns: Use QR codes on print ads to drive traffic online.
Cross-Channel Reinforcement: Ensure traditional media reinforces digital messages.
Data-Driven Targeting: Use digital insights to inform traditional placements.
Measuring Success
Tracking the effectiveness of traditional media can be challenging, but using unique phone numbers, custom URLs, and distinct coupon codes can provide valuable insights. Monitoring spikes in website traffic during campaigns can also help assess impact.
Bottom Line
In today’s competitive landscape, blending traditional and digital marketing strategies is crucial. By embracing a diversified approach, brands can enhance reach, build credibility, and create engaging, multi-sensory experiences that resonate with consumers. John Wanamaker was a merchant who opened one of the first and most successful department stores in the United States that eventually became part of Lord & Taylor and then Macy’s, was considered by some to be a pioneer in marketing. He is credited with coining the phrase “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This is a sentiment that has stood the test of time, and to this day, a properly balanced and perfectly healthy marketing strategy is no different. If you are able to account for every single touch point in your plan, then you are most likely falling short of attracting an optimum amount of your target. You must be comfortable with trying things that may not be measurable or you will remain behind your competition (because they are trying new things, some that work, some that don’t.