A few days back, I was returning back from the work in a cab. The driver turned on the radio, and I was surprised by the first advertisement! It was a radio ad for Zoho. After few days, I witnessed a TV ad for Zoho. The main reason why I was very surprised because I’m not habituated to hear Zoho’s name off the work. Being in the field of digital marketing, I was not expecting Zoho’s name on radio or TV.
I started researching about both the trends of marketing – Traditional Marketing and Digital Marketing. And this article is very much related to these trends – Integration of traditional marketing and digital marketing.
Why Traditional Marketing and Digital Marketing Both are Important?
When I say traditional marketing, all I mean is TV ads, radio ads, newspaper advertisements or billboards. On the other hand, we all know what digital marketing contains – Search engine Optimization, content marketing, paid advertisements, etc.
51% of the world population is on the internet today. With 6000 tweets per second, there is no doubt on a theory that there are lesser eyeballs on billboards today, compared to the year 2000. Some marketing gurus believe that traditional marketing techniques are soon to be dying, and there are some counterarguments too. But, there’s a significant importance of both the marketing methods.
Let’s take an example. Google used the traditional billboards in major cities of India to promote Google Maps. Despite having over a billion users across the world, Google has used billboards, location specific!
The motive of Google jumping into the traditional marketing is not customer acquisition.
Let’s have a look at Zoho’s example again, and we will find out the difference of motives.
If I simply search “Accounting Software” on Google, I can see Zoho’s paid ad on the second place:
When I’ll click on the link, it will lead me to a page where I can directly start my 14 days free trial of the software.
If we notice closely, the aim was to invite a prospect and convert him into a customer.
BUT, the prospect himself searched for it!
That’s the main difference between traditional marketing and digital marketing. With digital marketing tools, you can attract the people to buy your products, but they already know the genre of your product and they are searching for it. What if the prospect has no clue about your product and you still you want him to know? That’s the place where traditional marketing comes into the picture. Even if you don’t want to see about a new Oppo camera phone, it will catch your attention though billboard.
Digital marketing has the best effect in terms of customer acquisition, but when it comes to brand awareness and promotional activities, traditional methods wins the game.
By running a TV ad, Zoho caught up the attention because it puts the brand on a different level. Despite digital advertising techniques being the most effective in customer acquisition, traditional methods like TV ad is still on the top when it comes to brand building.
Let’s recall the Google map campaign. Here, the main motive of Google Map was not customer acquisition, most of the Indians are already acquired. The motive was to promote the brand with a different feature. Google map does not only show you directions, but it will also show you the most effective route with lesser traffic. And Mumbaikars would love to know the route where there’s less honking. Of course, people will be attracted to this feature and Maps will acquire many customers. That’s just cherry on the cake!
What’s missing in traditional marketing and Digital marketing?
As we discussed, search engine optimization and social media marketing show you advertisements in which you are already interested (most of the times). Google or Facebook analyses the subjects in which you’re interested and shows you relevant ads. But, that’s clearly not the case with traditional ads, we do see a lot of ads on billboards which we wouldn’t search if we were on our laptops.
On the other hand, traditional marketing has its own disadvantage. You can not measure the success of your campaigns exactly. You don’t know how many people noticed your billboard, you have no clue what is the success rate of your TV ad.
Innovative Ways to integrate digital and traditional marketing:
Use QR Code:
As we discussed, billboards kind of force you to look at it, and make a brand impression. But, merging a billboard or a poster with a QR code is an innovative way to lead your viewers to your website. Calvin Klein took this idea very seriously and made a billboard of a big QR code.
Here, people have to scan the QR code and an uncensored video of CK model comes up. The brand caught up a lot of attention with this campaign. But it could have been much more effective if the US citizens were more familiar with the concept of QR code back in 2010.
Brands have been using QR code in innovative ways for these purposes:
- Customer acquisition (Most of the brands put a QR code on the poster to get customers)
- Public relations (Just like Calvin Klein Ad!)
- Customer support (Mention various QR codes for various problems and a customer can directly find the answer)
- Customer Survey
It is hard to track the success of your billboard advertisements. But there are some ways to track how your billboards are performing!
Suppose, a brand has planned to put multiple billboards in various areas across the city. The idea is to put some detail differently so they can track the results, Like contact number or discount coupon code.
Suppose, the brand has put 5 different billboards with various contact numbers on each piece. The maximum number of callbacks on a particular contact number will be the most effective billboard in terms of reach.
Apart from small techniques like these, billboards have much more evolved. Lexus – A well-known car manufacturer, used a smart billboard where it will detect your car brand and try to convince with a sly advertise!
The billboard will recognize the exact time, date, and your car model, and it will send you a personalized message on your mobile device. Amazing!
Many giant companies like Yahoo, Samsung Gear, and British Airways have used this new method where billboard can sense the people around it and respond according to it.
Use Your Social Media:
You will see this new method of marketing in a food business. The idea here is to increase social media reach of a particular business. The cafe or a restaurant will simply put a flyer on the table where a customer has to like the social media pages (Facebook, Twitter or Instagram) of the restaurant and they can avail the discount.
After the decided time, the brand will have enough people on their social media to promote their other offerings!
Many marketing gurus predicted the death of traditional marketing methods, but the truth is – they are still required! They somehow lost their popularity because of growing digital market. And the way traditional marketing is evolving, I hardly see it dying!