As I embark on my journey to find a job, it seems that 9 out of 10 marketing job postings require digital marketing skills. Traditional marketing methods like printing, broadcasting, and cold calling are simply not as effective in reaching modern audiences. Launching a new marketing campaign and blowing your entire budget on billboards, posters, and covering skyscrapers with your logo is not enough. Because let’s face it, if your customers can’t find you online and they’re not thrilled with your digital presence, you might as well be invisible.
Likewise, other traditional marketing channels such as event marketing, and referral would be less effective without utilizing different social media platforms. Not only do marketing teams organize events to create real-time experiences for customers, but they also use social media to create killer content and spread the word far and wide. So if you’re not taking advantage of social media, you’re missing out on a golden opportunity to engage with your audience and drive sales.
Customers recently, of all ages, consume an ever-increasing amount of data and information every day thank to the spread of the internet and technology. They don’t have the time or patience for lengthy content – they want it short, sweet, and shareable. Everything happens quicker than ever, and if a company is not keeping pace, they are out of the game.
Logo and tagline are not enough too
People, recently, don’t even care much about the brands. They buy from a brand not because of its logo or tagline but because their favourite celebrities wear it, and their friends “seem” all know it. They download a song not to support the singer but because many of their friends use that song to share Instagram Stories. They decide to embrace a lifestyle, or an opinion after watching some short videos on Facebook stories and Youtube shorts. Also, they can create a huge word of mouth just by second sharing a post, or engaging on trends. All those things might not make sense for some of us, but it makes perfect sense for the people who choose to do it. They do it as it fits their desired status.
Social media is like a magical mirror that allows people to create an ideal version of themselves, showcasing their passions and desires, and also highlighting the gap between who they are and who they want to be. It’s almost like a dare, challenging us to bridge that gap with our wallets or actions.
Integration method
Traditional methods still have their place, but digital marketing offers benefits such as broader reach, targeted campaigns, and personalized experiences. By combining these methods, businesses can create comprehensive and engaging campaigns that drive engagement and sales.
Just take Nike’s “Find Your Greatness” campaign, for example. The campaign used traditional TV ads to build brand awareness, while also incorporating social media and digital marketing techniques to create a personalized and interactive experience. Nike created a website where users could input their location and receive a customized workout plan. The website also featured social sharing buttons, allowing users to share their workout plans with their friends and followers on social media.
Conclusion
In conclusion, to succeed in today’s ever-changing marketing landscape, traditional marketing is not enough. Businesses must adapt and create an integrated marketing strategy that combines traditional and digital methods. By leveraging the strengths of both types of marketing, businesses can create effective campaigns that drive engagement and sales, stay ahead of the game, and connect with their audience in new and innovative ways.