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Why Traditional and digital media are like Peanut Butter and Jelly

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Yin and Yang. Chocolate and Peanut Butter. The Moonwalk and Michael Jackson. All these things are good on their own. But together, they become something even more amazing.

Well, that’s how the marketers at RSA feel about a comprehensive marketing strategy combining digital and traditional media.

As the world moves to a more digital world, we often see businesses turning to digital and social media marketing to help advertise. While there are many pros to digital marketing, traditional media still has a great impact and often helps build brand awareness and increase sales. But do you want to know what the best plan is? A comprehensive strategy that combines elements of traditional and digital media that work together to market your business on multiple channels.

In this blog, RSA will dive into the importance of both digital and traditional media and how you can utilize them together to create an even more substantial marketing strategy.

Digital Marketing in a Nutshell

 As most marketing professionals would agree, you have to market people where they are. Today, most people are online. With people spending more time using technology than ever before, digital marketing has become a very effective way to advertise. It is cost-effective, often costing less than traditional media placement. It is flexible, allowing you to make easy changes and updates to your ad campaign or message. In addition, it is trackable. With analytics, you can easily track the results of your digital campaign and see how it performed.

Benefits of Traditional Marketing

 With the rise of digital media, many people believe traditional media is outdated. However, RSA has over 30 years of experience in the traditional media realm and can attest that traditional media is still a very effective way to market and it achieves great results for many of our clients. To learn more about the benefits of traditional marketing, check out this blog article "Why you Shouldn't Sleep on Traditional Media."

The Eureka Moment

 Combining elements of both digital and traditional media allows you to market to your audience across many channels using different messaging. One advantage of traditional media is that the market is less saturated than digital advertising. Often times on the internet people receive so much information it is hard to pick through the mess and remember a specific ad or campaign you saw. Traditional media tends to be more memorable due to your ability to tell a story using a radio or TV ad. In addition, traditional media has more longevity. While search position changes and social media ads are adjusted, traditional media can last as long as your budget allows.

By mixing your traditional and digital media, you have the potential to reach a much larger audience using multiple different channels. This allows you to target a larger audience than you would by relying on traditional or digital alone.

In Hootsuite’s 2021 Global Report they found that the top two sources of brand discovery are search engines and ads on television. Ads on television come in before ads on social media, product or brand websites, and ads on websites. This means that utilizing television ads to spread brand awareness is an incredibly effective way to attract customers. Utilize a TV ad to capture viewers’ attention and tell your story, then combine it with your digital efforts by encouraging viewers to check out your website or social media platforms.

A few ways to blend traditional and digital media include:

  • Using digital ads or social media posts to direct customers to your brick and mortar store
  • Tv, radio, or print ads that invite users to visit your website for a special sale, offer, or product release
  • Printed ads that encourage customers to engage with your social media
  • Printed ads that encourage people to join your subscription list to receive special offers, information, and more
  • QR codes on printed materials that direct users to your website or online store

There are many ways you can use traditional and digital media in harmony to achieve the best possible return on investment (ROI). By not limiting yourself to one platform or one media channel, you can not only broaden your reach but also create a comprehensive marketing strategy that ensures all the various channels you’re utilizing work together to not only get people’s attention but convert them into customers.

Robert Sharp & Associates has over thirty years of experience in the realm of traditional media and has been at the forefront of digital marketing strategy since its conception. Our team has the skills and resources available to develop a comprehensive marketing strategy that targets potential customers wherever they may be. So, give us a call at (605)341-5226 to see how we can work for you!

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