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Traditional Marketing Or Digital Marketing – What Should You Be Using?

I think the global political situation recently can be compared to the political situation we’ve seen in the UK, the US and France recently.

Let me explain.

 

The Trump and Brexit votes were radical rejections of the old ways while in France, by electing Macron, the French have stayed more with the tried and tested than Marine Le Pen would have represented.

 

A lot of businesses have reacted in the same way with their marketing by stopping traditional marketing and putting all their eggs in the digital marketing basket.

Digital Marketing

Why?

 

I think it’s because digital is seen as the bright new shiny solution.

 

In my estimation, this is both right and wrong.

 

The internet has created a dizzying array of new ways to communicate with vast numbers of people for very low cost.

 

The marketers dream in many ways.

 

But just because these new channels have appeared doesn’t mean that the old ways no longer work.

 

In fact quite the contrary.

 

These days we all receive so few letters that direct mail open rates of over 90% are common while constant email bombardment means cold email open rates are between 5 – 15%.

Leaflet Marketing

Now obviously the channels you choose will be determined by the demographic of your target audience but if you’re dealing with an audience aged 35+, especially B2B, then for goodness sake don’t discount traditional channels.

 

Direct mail, brochures, flyers, carefully targeted press ads – these all work really well, especially when working synergistically with your website, PPC advertising, social media, email marketing etc.

 

One combination that I find especially effective is email, followed by direct mail, followed by telemarketing. Each one builds on the awareness of the others to generate high levels of conversion – so a perfect blend of digital and traditional working together.

 

So when you’re thinking about your marketing, follow the French example instead of the British or American. Now there’s a sentence I never thought I’d say.

 

If you need some help getting the balance right between traditional and digital, get in touch on mikejennings@marketingsurrey.co.uk, or call me on 01483 200387.