With the arrival of the 21st century also came a change in the way businesses marketed themselves. Rather than relying on traditional methods to reach audiences such as direct mail, printed materials, and telemarketing, a transition to digital platforms was made.
This shift can be reflected by the numbers as chief marketing officers across the U.S. reported that in 2023 their digital spending grew by 7.9% compared to the previous 12 months while traditional advertising spending fell by 0.6% over the same period.
Despite this growing movement towards digital marketing, businesses should not completely discard traditional marketing methods. In this article, we will explore some of the ways the latter can help to create a balanced marketing strategy and continue to add value.
Establishing Connections
Many businesses rely on word-of-mouth marketing to fuel their success. This is especially so with small businesses that are well-known in their local communities and have established a loyal following. As a result, research shows that around 63% of small businesses still use traditional marketing services like print marketing, highlighting the effectiveness of these strategies.
With the availability of online printing services, these businesses can seamlessly incorporate traditional marketing methods into their campaigns, enabling them to reach new audiences and grow their customer base.
Enduring Value
In contrast to digital marketing, which requires a continuous flow of new content to engage audiences, the tangible nature of traditional marketing strategies provides them with longevity and an enduring value that continues to market itself over time.
Traditional marketing materials such as brochures, flyers and billboards do not need to be updated or circulated frequently to endorse products or services. This allows businesses to attain extensive influence and exposure while saving valuable time and resources for other areas of their business.
Creates Credibility
Businesses that invest in traditional marketing materials (such as print and billboard advertising) are often associated with a certain level of financial success in the eyes of consumers. These advertisements typically come at a substantial cost, which can enhance the credibility of the business and highlight its success in the market.
Conversely, while digital marketing strategies may offer a wider reach, they may fail to communicate the same perception of reliability or establishment that is achieved through traditional methods of marketing. Due to the scalability offered through digital marketing, messages can be mass-produced and easily distributed which can make it more challenging for businesses to create a meaningful connection with their audiences through digital efforts alone.
Easier to Digest
While digital marketing offers businesses the capability to produce impressive images and innovative graphics, this can also make it easier for messaging to be lost among these various design aspects. As a result, it can be more challenging for businesses to engage potential customers and communicate their offerings.
In contrast, tangible marketing materials can be easier for consumers to understand and recall. For example, direct mail is often more accessible and demands less effort to read and comprehend than an email. Printed brochures and flyers can also make it easy for readers to skim through and grasp key details compared to extensive digital-based material like lengthy newsletters or e-books. This simplicity can help to increase customer engagement and retention.
These are just some of the benefits of traditional marketing that businesses should consider when formulating their marketing campaigns
