The merged approach: How combining traditional and digital brings marketing success

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Digital is vital to the success of any marketing strategy. Or is it?

It’s a bold statement but one that is only true if combined with traditional marketing, to really allow brands to effectively dominate the advertising space within their market place, regularly targeting and connecting with the consumer.

Before the technology and social takeover, brands were able to gently position themselves in front of the audience using traditional techniques such as newspaper ads, TV appearances or radio mentions – all mediums that had the ability to direct customers to a brand.

However, with the growing need for immediate information, and the changing ways in which consumers access it, brands have been forced to react, needing to dominate every advertising platform possible just to remain visible.

With this comes a marketing strategy overhaul, marrying the simplicity and effectiveness of traditional techniques with the instant value brought through digital channels.

The change in the customer approach, and in turn the sales journey, has caused brands to move forcefully into the digital world, whether ready to or not.

Although digital now makes up around 60% of marketing efforts, according to oursocialtimes.com, 13% of marketers still rely heavily on traditional methods, adamant they still achieve the desired results. It is studies such as this that prove the value of merging both traditional and digital techniques, to create a well-rounded, data led approach to customer engagement and brand positioning.

While we recognize the value of introducing and focusing on digital, one brand took this idea too far, reducing all activity to create just a digital strategy.

Social only: Pepsi’s near-death experience

Pepsi, one of the most recognized brands on the planet, made the controversial decision to remove all traditional elements from their marketing, instead relying entirely on social media to engage with their customers and position themselves against their biggest…

 

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