It’s no secret that digital marketing has made its mark in a majority of industries. The increasing popularity of cloud-based organisations and digital businesses only means that a larger portion of ideal markets will be based online. With businesses target markets having a stronger online presence, why is it still difficult for companies to adjust or even let go of their traditional marketing tactics and focus primarily on digital? It could be simply the convenience of sticking to familiar routines, but these old tactics and strategies don’t drive return-on-investment (ROI) by themselves anymore.
Hubspot defines digital marketing as the umbrella term for all of your online marketing efforts. These days businesses need to have an excellent search engine optimisation (SEO) strategy that’s accompanied by a strategic search engine marketing (SEM) approach, along with social media community management and advertising, content creation and curation and many other areas of digital (I can see why it seems so daunting to those new to the digital world). So to many, sticking with their traditional marketing efforts of face-to-face meetings, email blasts, and phone calls seems a lot less stressful than adjusting to the world of digital.
Now don’t get me wrong, face-to-face meetings (in my own opinion) trump all marketing efforts because you can truly tailor every part of your conversation with your client. However, it’s just not viable for company growth in the digital age. Traditional marketing is being used less and less and digital marketing strategies are being implemented at a rapid pace, it’s crucial to any business not to fall behind in this change. A strong online presence and a reputable digital voice are no longer optional for businesses. If business owners are aiming to make a difference for their clients and truly develop a client-centric service, developing a strong and reputable digital website and voice will only offer long-term value to their organisation.
Now I’m not suggesting to forfeit all of your traditional marketing strategies, actually far from that. From the wise words from the Old El Paso Hard and Soft Tacos girl “Why can’t we have both?” And too right she is. Why can’t we have both? Marketing strategies, not tacos. Traditional marketing can complement the efforts within digital marketing. At the end of the day, it’s about having an effective integrated marketing strategy across all of your marketing channels. By remaining consistent with your market, you will receive a higher level of engagement and success towards your marketing goals.
Mark Twain once said,
“The secret to getting ahead is getting started.”
So get started on your digital marketing strategies and audit/adjust your traditional marketing tactics so your strategies complement one another and work together.