Written by Yello

The Marriage of Traditional and Digital Marketing


There’s no denying that the world is rapidly shifting from analogue to digital. People are consuming more and more digital content on a daily basis via their mobile devices, desktop computers and more. This has resulted in a lot of marketers who believe that spending more on online and digital media means leaving the tried and true traditional methods behind.

While newer mediums work well, it’s not recommended to let them completely replace traditional methods, since each type of medium appeals to different target audiences. Using a combination of traditional and digital marketing techniques is the most effective method of marketing, versus using either on its own.

Let’s take a look at some tips for combining offline and online marketing to increase exposure:

Be where the target audience is

Ask yourself – can your audience be best reached online or offline or some degree of both?

Based on the answer to the first question, ask yourself which channels within each category should you use?

The offline channels of TV, radio, print directories , and newspapers or the online channels of advertising networks, social media or online directories?

The criterion is to go where the target audience is, whether it’s online, offline or both. Once you have established product-market fit, decide how you will communicate the value that the product provides on all online and offline channels, including websites, social media, advertising campaigns, online content, news and sales catalogues.

Compensate for each other’s weaknesses

Digital marketing can provide you with concentrated exposure and more interaction with customers. Marketing through social media, email lists or online ads is also less expensive and more measurable than traditional media. Traditional marketing is generally considered to be passive, while digital marketing actively involves the target audience.

This really allows the two techniques to complement each other, working together to achieve your company’s objectives. While television and print advertisements are helpful in distributing information, they can also incorporate Call-To-Action messages to look for more information on a website and or social media.

Maximize the impact of your marketing efforts

Utilizing both traditional and digital marketing techniques allows your company’s message to be spread across many different channels. Depending on the target market, some media outlets work better than others. By using both methods, your company is able to reach more potential customers.

Traditional media is a highly effective way to reach a broad consumer base, but digital media is a great way to reach out to a specific audience. Digital marketing can be used to build relationships with the consumer that are deeper and more relevant.

How these two methods can be merged effectively is to use the wider reach traditional marketing channels present to generate broad awareness and drive consumers to the digital experience.

If you don’t use both types of marketing, your products may not be attracting all of your potential customers. In order to maximize the market, it is key that you integrate both traditional and digital marketing into your strategy.

Yello can help you make the most of your marketing strategy as you target different audiences to maximize conversions both online and offline. If you’d like to learn more about how we can help your company, fill out this form and we’ll reach out to you.


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