In today's digital age, traditional advertising mediums, such as print, out of home, television, and radio, face fierce competition from digital marketing channels. So, our clients often ask, "does traditional advertising still work?"
The answer to that question is: it depends on your goals.
Traditional channels still hold their own in the ever-evolving marketing landscape. And, when included in the right media mix, they can be incredibly effective.
Let's take a look at a few pros of traditional advertising.
If broad market reach is your goal, then traditional mediums should be in your marketing mix. TV commercials, billboards, and radio spots can reach diverse audiences across various demographics, including those who may not be active online.
Credibility and Trust:
The human tendency is to trust what we know. Traditional media has been prevalent and perfected over time. Print and broadcast media benefit most from this. Consumers may view ads in newspapers or on television as more credible than online ads, which can be perceived as intrusive or spammy.
Physical advertisements in newspapers, magazines, or billboards provide a tangible presence that digital ads may lack. Tangible ads can leave a lasting impression, especially when placed strategically in high-traffic areas.
Targeting Local Audiences:
Traditional advertising can be highly effective for targeting local audiences. Local businesses can use print, out of home and radio to reach potential customers within their immediate vicinity. (Think, when you are hungry driving down the road and see a billboard that says something like"turn right for tacos."
Now, of course, we can't talk about the pros and leave out the cons. Here are a few things to consider before adding traditional advertising mediums to your marketing mix.
Creating TV commercials or full-page print ads mean that traditional media is often out of reach for small businesses or advertisers with tight budgets.
Additionally, CPMs (the cost to serve a thousand impressions) for traditional channels are often much higher than digital channels.
Unlike digital marketing, traditional advertising offers limited analytics and tracking capabilities. It can be challenging to measure the precise impact of traditional ads on audience engagement and conversion rates.
Some traditional mediums, such as print newspapers and magazines, have seen a decline in readership over the years, leading to reduced exposure for ads.
Lack of Interactivity:
With the exception of a QR code here and there, traditional ads generally lack interactivity. This can be a drawback for younger, tech-savvy audiences who expect engaging and interactive content.
While traditional advertising may face challenges, it does not mean it has become obsolete.
Here are a few ways that businesses can integrate traditional advertising with digital strategies to harness the best of both worlds.
Combine traditional ads with digital campaigns to create a unified marketing approach. For example, use QR codes or unique URLs in print ads to direct users to digital content, websites, or landing pages.
Use location-based targeting for traditional advertising. Tailor your messaging for specific regions to maximize the relevance and impact of your ads.
Embrace User-Generated Content:
Encourage customers to share their experiences with your brand through social media or contests, then feature their content in traditional advertising mediums.
Monitor Brand Mentions:
Keep track of brand mentions and feedback from traditional advertising channels to gain insights into its effectiveness and audience response.
While digital marketing has certainly revolutionized the advertising landscape, traditional mediums can still be a valuable and complementary component of a comprehensive marketing strategy.
Businesses that strike the right balance and adapt traditional advertising for the digital age can create impactful campaigns that engage a diverse audience and drive results.
Ultimately, the key lies in understanding the preferences and behaviors of your target audience to determine which mix of advertising mediums will work best for your brand.
Ready to chat about whether to add traditional advertising to your media mix? Drop us a line!