Integrating Traditional and Digital Marketing

Integrating Traditional and Digital Marketing

The evolution of the internet led to the emergence of digital marketing as a dominant marketing strategy. Most organizations are now replacing traditional marketing approaches with digital strategies. Despite the common agreement among most marketers that digital marketing has proven to be a success, some marketers still find traditional marketing strategies viable. The debate on which, among traditional and digital strategies, brings the best value to the organization continues. As a marketing consultant, I recommend that leveraging the two approaches offers the optimal marketing choice for a company operating on a budget.

One way traditional and modern marketing approaches may be combined is when they are used to create brand awareness. For instance, an organization may hold an offline competition event to promote its products. However, the organization should set the requirement that members join the event by signing up for the organization’s email (Ctsang, n.d.). That will help a company collect the contacts of potential clients in its database. Such a strategy combines a digital approach (email targeting) and a traditional marketing approach (offline event).

Another exciting way to combine traditional and digital marketing techniques is through live promotional events. In a traditional setting, marketers would pay for billboards, flyers, and posters to promote their products or services in a live event (Bhayani & Vachhani, 2014). To combine the two, a company may promote its products by leveraging mobile technology and traditional live events (Ctsang, n.d.). In that case, a company may ask attendees to subscribe to a user-generated content channel. That way, the attendees will continue receiving digital awareness about a product, yet the awareness will take place offline.

In summary, traditional and digital marketing approaches remain relevant even though the latter has become dominant. While digital approaches help a marketer create a direct and personal relationship with a consumer, traditional marketing approaches help reach a wider audience. That means combining the two will come in handy for effective marketing.

References

Bhayani, S., & Vachhani, N. V. (2014). Internet Marketing vs Traditional Marketing: A Comparative Analysis. FIIB Business Review, 3(3), 53–63. Sagepub. https://doi.org/10.1177/2455265820140309

Ctsang, O. (n.d.). Integrating Digital Marketing with Traditional Marketing. Www.academia.edu. https://www.academia.edu/18151391/Integrating_Digital_Marketing_with_Traditional_Marketing

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Topic 1 DQ 2
A local small business on a limited budget is trying to decide how to integrate traditional and digital marketing effectively.

Integrating Traditional and Digital Marketing

If you were the marketing consultant for this company, what would you suggest? Justify your recommendation using the topic Resources and your own research.