Blending Traditional Marketing and Digital Marketing: Tips for a Seamless Content Marketing Campaign for Stores
By Rachel Winstead On Jan 4, 2016
Digital marketing can take your company far, but if you also operate a brick-and-mortar shop, you need a strategy that combines traditional and digital methodologies. Focusing too much on one or another can limit your market reach and leave your brand identity feeling half-baked. Instead of spending on two separate campaigns, start creating content (advertising, articles, etc.) that works equally well in traditional forums as it does in digital.
Going With the Blended FlowDigital marketing has a leg up on most old-fashioned tactics, but that doesn’t mean traditional marketing is obsolete. In fact, the nature of a traditional approach has significantly changed; digital marketing allows companies to expand into new, global markets, while traditional marketing creates a feeling of comfort and exclusivity in legacy mediums such as newspapers and magazines.
For all the time humans spend on devices, we still walk through stores, glance at billboards, and pick up a magazine in line at the grocery store. Traditional marketing enhances the brand experience, giving physical form to the images of the digital world. Providing consumers with a seamless transition can yield significant, measurable results.
Streamlining Your Campaigns
Help your customers easily interact with your brand online and in the real world with these tips:
Identify distinct mediums. A digital campaign extends beyond the desktop. Successful multi-faceted campaigns may include desktop, mobile, IoS devices, traditional and digital radio, billboards, in-store signs, pamphlets, and packaging. Each medium represents an opportunity to engage with the consumer at a different level. Although the channels vary, companies need consistent messaging to create a cohesive campaign.
Many brick-and-mortar stores have successfully created transitionary campaigns that work together to produce customers. Taco Bell has an active Twitter presence, and its marketing turnaround has fueled its recent menu updates and success in the marketplace. Many retailers still use scannable QR codes for promotions and additional information. Several local and global brick-and-mortar stores also have apps for purchasing and engaging with the brand on-the-go.
Your company may have naturally created some blended marketing without thinking about it, but a strategic blended marketing campaign could really send your ROI through the roof. Next year, however, you may want to look more closely at the potential of both digital and traditional marketing campaigns to boost overall brand awareness and customer retention. If your message online and offline is currently different, you could be sending a mixed or ineffective signal.
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