Modern marketing strategies require a multi-pronged approach. Whereas advertising used to take place in print, on the radio, and via television broadcasting (or alternately, in person), the growth of internet technology has opened a whole new world of opportunity for industrious businesses looking to capitalize on the outreach potential of this relatively new communications medium. However, there is a bit of a learning curve associated with online advertising, especially since the virtual landscape is changing at a breakneck pace. So how can you make the most of every advertising dollar? Should you stick with tried and true traditional forms of advertising, knowing full well that ad-free mediums like Sirius XM radio and the widespread use of DVRs could tank your efforts? Or should you go all in with a strategy that aims to take advantage of the potential inherent to online advertising? The real question is: do you have to choose one over the other?
If you’ve been in business for a while, there’s a good chance you’re already comfortable and familiar with traditional advertising techniques. Online advertising is an entirely different beast, and may therefore strike you as somewhat intimidating. But you need to understand that traditional advertising mediums simply don’t have the same pull they once did. Whoever proclaimed the death of print (and many people have done so over the years) was clearly a bit premature. Although the classic periodical has waned in popularity since the turn of the century, there remains a segment of the population that still likes to get information from newspapers and magazines. And radio and television remain popular forms of entertainment in the car and in the home.
But there’s no denying the appeal of the internet when it comes to advertising. The potential to reach an audience around the world is thrilling, to say the least. But for the uninitiated, trying to figure out how to take advantage of this medium can be extremely daunting. Of course, this is why digital marketing specialists exist. Over time, you can definitely learn to master SEO, outreach, and social media, as well as more traditional forms of advertising (buying ad space on popular industry websites, for example). But there’s a lot to learn and new opportunities are cropping up every day. So having a knowledgeable and experienced online marketing team on your side is probably the best way to start your foray into the world of internet marketing.
In truth, your best bet is probably to split your efforts. Consider what happens when you personally search for a product online. Do you take the time to call or visit the real-world stores listed or do you focus exclusively on those that have websites you can look at? And do you ever look beyond the first page of search results? This should serve as an indicator of just how powerful and essential your online advertising efforts can be when appropriately planned.
But still, you should fit online efforts in with your overall marketing strategy, one that includes some traditional advertising, as well. When you explore multiple channels for advertising, you have the best chance to reach your target demographic and increase sales as a result. For businesses interested in longevity, utilizing new technology is part of the package. But you don’t have to neglect tradition in the process. You can have the best of both worlds when you continue using traditional advertising in addition to your online efforts.