How to Use Paid Digital Media to Support Traditional Marketing Efforts
-Eric Bergman, Paid Media Specialist
As a marketing professional, I hear quite often that traditional marketing is dead. That it has gone the way of the pet rock, CDs, and Surge soda. Sure, through the years, the way information is consumed has changed tremendously, and traditional marketing has changed a lot, but it is far from dead. Using the right marketing team, you can – and should – still use traditional and digital marketing together. By bolstering your traditional efforts with digital marketing, you can get a more robust reach and keep your brand top of mind for more potential customers
The question is how to integrate traditional and digital marketing into a cohesive marketing campaign. Of course, there are many ideas of how integrating digital and traditional marketing should work, but they all circle back to one main philosophy. Consistency. Consistency. Consistency is key! Keep your brand and campaign voices the same and fluid. Using different voices over several channels leads to brand confusion, and it will reduce the effectiveness of all your campaigns.
How To Integrate Digital and Traditional Marketing
When we are speaking about integrating digital marketing and traditional marketing here at Serendipit Consulting, there are a few tactics that we like to use quite often. Our first go-to tactic is hyperlocal targeting around OOH (Out of Home Advertising). We set up a geofence around a billboard, signage at sporting events, popup stands, etc. The geofence allows us to capture an audience located in the immediate area. We target the area that we’ve determined to be the most effective size to reach our campaign goals. That geofence size depends on the creative and the intent of the campaign. It can be a few feet to a few miles. The geofencing tactic is designed to push mobile ads with the same creative or the same creative voice to individuals near the OOH.
Another great way to integrate digital and traditional marketing is to use hyperlocal retargeting. We set up a small radius, typically around 200 feet of the OOH advertising. We capture mobile device information to retarget later on the prospect’s mobile devices, and cross-device remarketing to their computers. A good example would be using this tactic around a billboard next to a highway, which integrates digital remarketing and traditional billboard marketing perfectly. Our billboard ad is visible to everyone who drives by on the busy road, which allows us to remarket to those individuals who have driven by the location. Once again, using the same creative concepts will help reinforce our message and keep us on top of the mind.
Tools For Seamlessly Integrating Digital and Traditional Marketing
Whenever we use these methods or other tactics to integrate digital and traditional marketing, we often use a marketing tool called Factual Targeting. It assists our digital team so we can construct highly customizable, accurate, and scalable audience segments. When paired with programmatic media buying, we can provide the most robust targeting and ad delivery possible. The strategic pairing results in the best ROI and allows us to exceed many goals set by our clients.
These are just a few examples of how to integrate traditional and digital marketing, while still keeping true to the voice of your campaign and exceeding your clients’ expectations. So when you hear someone say that traditional marketing is dead, it translates to, “We don’t have the creative aptitude to integrate digital and traditional marketing effectively.” But don’t worry, at Serendipit – we DO. So remember, traditional marketing isn’t dead. It’s just evolved into a much more robust and creative way of marketing. Seek out the professionals that embrace those concepts, and you’ll be on track to achieving your goals. Give us a call or email us at [email protected] – you’re in the right hands!