Why Integrate Digital and Traditional Communication Channels?
Digital communication is fast evolving in today’s consumer era. But does this transformation impact traditional channels in the world of marketing? Absolutely! The customer life cycle imposes an obligation for entrepreneurs to integrate these networks to stay ahead of the competition.
Marketing strategies must be strategically applied, refined, and optimized for long term success with digital communication consuming the traditional space. Although some entrepreneurs recognize this value and embrace the move, some find it overwhelming and struggle to adapt to the changes. That can contribute to a failure to satisfy customer demands.
This article will briefly examine digital and traditional marketing through the customer life cycle to help you identify its importance and appeal to a wider audience for business growth.
Let us discuss it!
Understanding Digital Communication Channels
According to Vocabulary.com, digital communication is the “electronic transmission of information that has been encoded digitally (as for storage and processing by computers).” In marketing, it is the technique of using a digital medium over a period to convey the message of your brand. Examples of these platforms include the use of social media, websites, emails, and newsletters.
Having a foundational framework for your digital marketing strategy is critical to your business success. To define this framework, you could ask yourself the following questions:
- What are my Goals/Objectives? – Establish specific goals and objectives.
- What is my Reach? – For example, build awareness or drive traffic, etc.
- What Actions must I take? – This will depend on your goals, for example, you could be looking to attract leads.
- Do I need Conversion? – Consider converting leads to sales.
- How do I effectively Engage – Build raving fans for your business to develop loyalty and customer advocacy.
Let us take a look at the impact of Samsung’s digital strategy. The company has “slowly and steadily grown to become a premier consumer electronics brand [using digital]… Samsung eschewed the traditional technology-driven Asian model in favor of becoming a market-driven and market-leading company,” according to CBS News.
Understanding Traditional Communication Channels
Traditional communication still works, but to stand out in this field would require a high degree of ingenuity. Posters, billboards, direct mail, face to face communication are all examples of this medium. This style is otherwise referred to as the conventional method. While this approach may seem obsolete for many entrepreneurs, it is still as helpful to others as it was centuries ago. Look at the face to face channel; for example, many businesses still believe that this form of communication provides a more personable experience by putting a face to a business and connecting and building consumer’s trust more quickly. See additional examples below.
How Important is Integrating Digital and Traditional Through Customer life cycle?
The convergence of these networks offers more significant publicity. As brands evolve in this digital landscape, it is essential to combine it with traditional marketing. Thus, creating a hybrid system to tap into each buyer’s persona, reaching different touchpoints of the customer life cycle. Noticeably, not all consumers are internet savvy, but this integration enables you to reach a broader and targeted audience when you advertise your products or services.
Below is an example of hybrid marketing.
Importantly,
- “79% of households say they read or scan direct mail ads.
- 72% of consumers who search for local businesses online end up visiting stores within five miles.
- 70% of consumers want to learn about products through content as opposed to traditional ad methods,” according to Business 2 Community.
Since each mode has a unique position in advertising and can target various audience segments, it is evident that you need to set SMART goals for your marketing campaign. That will help you to reach your ideal customers both online and offline. Besides, it would be best if you gain clarity on your customer preferences. That, too, can help you transcend your competitors.
For example, “Andie Swim, a direct-to-consumer swimwear brand, uses online channels to execute a test-and-learn approach. Its social campaigns were focused on a wider end goal: to find out what marketing messages resonated with consumers the most. Andie then used this insight to create its first outdoor ad campaign, which involved billboards featuring the type of imagery and messaging that online consumers clicked on.”
Andie Swim was able to maintain its communication strategies across channels, using online to gain insights and taking those insights to reach customers offline.
Digital Versus Traditional Media
Digital and traditional communication media have many distinctions. Let us look at a few of them briefly: cost, reach, and engagement.
Digital media is more cost-effective than traditional. As such, not all entrepreneurs will afford the more elaborate conventional style, such as a billboard. While traditional is more expensive, evaluating its effectiveness is also more difficult. With digital, there is a range of key performance indicators that can assess its effectiveness. This variable makes refining and maximizing marketing campaigns more optimal.
Besides, digital can scale to a broader audience worldwide in a matter of minutes using a range of channels, such as email marketing and social media. You can also personalize the customer experience, listen to the customer’s voice, and evaluate the analytics, among other factors. Conventional media do not have this scalability. Notwithstanding, digital also presents challenges. Technology may still malfunction. Applications also go offline when dealing with customers. As such, messages may never get to the intended customers or get there on time.
Digital media can stimulate more significant interaction and allow connectivity in real-time. This is limited to traditional marketing.
Combining these platforms would allow for a more aggressive marketing campaign to target various segments of the audience.
Conclusion
Digital marketing has the ability for businesses to be revolutionized. So is traditional marketing when done right. To create effective marketing campaigns, Entrepreneurs should consider integrating these tools with an awareness of consumer preferences. This approach will reach a wider audience for your business success.
While this can be remarkably effective to compete in the marketplace and remain ahead of your competition, it is vital to evaluate your marketing efforts.
So, what is next! Are you ready to learn more?
Let us look at how you can track your ROI for digital versus traditional marketing.
Please share your thoughts and comments!
Donnicka Robert
Founder of Brandzers, helping entrepreneurs build authentic and profitable brands
Brandzers.com