Internet Advertising vs Traditional Advertising: How Can They Work Together?

Elise Godfrey's picture
| 26th January 2018
Share
Posted in:

With the increased focus around digital marketing, many marketers may believe that online advertising is the only way to go, since the majority of the population use the internet. With online campaigns, ads, email newsletters and social media having a significant impact on the marketing world, traditional advertising can often be left in the past.

‘But online advertising is the only way to go now, right?’

Wrong!  Consumers are not online ALL of the time. This is when traditional advertising and online advertising need to work together, to make up for the time spent offline and still be beneficial to your business.

Here are some examples of how this collaboration works:

Create the perfect mix of marketing across multiple channels

Whether your business converts online through a website or offline and in-store, it’s important to find a happy medium between the amount of online advertising and traditional advertising you choose to use. However, abandoning one of these all together could disadvantage your business by reaching fewer potential customers. That’s why combining the two ensures your company’s message has been spread efficiently through a wide breadth of channels, whilst also delivering your message to both online and offline audiences.

Run the same campaigns online and offline

When running your campaign, it is paramount that the online and offline experiences marry up, so potential customers are not confused with differing messages. This not only reassures your audience that they are in the right place, but also strengthens brand awareness.

An example of this would be: A customer seeing a special offer online for an in-store item. This would then trigger a visit to the shop, where they would see this offer available to them. Alternatively the customer could be browsing in-store, when they see advertisements for an online promotion, which would lead to them visiting your website.

Include CTAs in your advertising

‘Call to actions’ are another key way of encouraging potential customers to crossover between your content. The ultimate goal here is to encourage people offline to visit your website and people online to sign up/visit you offline.

You can achieve this by using the following examples:

  • Invite people to share offline campaigns to their social media pages, by using a hashtag or tagging your brand in their post.
  • Use offline mediums such as TV, radio, billboards, etc. to encourage people to visit your website.
  • Use a website to promote a monthly magazine subscription that’s delivered through the post.

Increase brand recognition

It is important that potential customers can identify your brand through your advertising, both online and offline. Referring back to the linking of online and offline campaigns, a potential customer can see your brand online and again while they are out and about. This raises awareness of your brand and can lead a potential customer to investigate further.  

Build strong relationships with your consumers

Tying both forms of advertising together is an effective way of building long-lasting relationships with your consumers. Once you have established your brand, you want your consumers to come back again and again.

A few examples of how to achieve this are:

  • Hand out in-store coupons for customers to use online (e.g. “use voucher code ‘SAVE20’ at the checkout to receive 20% off your next online order”.
  • Use QR codes that link to exclusive content or offers on your website.
  • Send customers a personal incentive or feedback form through email after they have visited your store or business

Online and offline marketing are of equal importance, and using them hand in hand in your campaign is key for a successful marketing strategy. Marketers doing this will be able to maximize their potential and achieve the best results for their campaign. If you would like help with any online aspects of your marketing campaigns, get in touch with SilverDisc.

Tagged in

You might also like

blog
Seven Sins of Sloppy Website Housekeeping
It’s not just your house that needs a good clean once in a while – if you’re running a business, your website should be kept tidy, too. Here are seven deadly sins you should steer clear of if you want your website visitors to be able to use your website easily, and ultimately, make a purchase or get in touch with you.
By:
Sam Rose
On: 17th August 2018
Posted In:
CRO
blog
Silverdisc Neuromarketing
This week we’re dipping our toes into the interesting world of neuromarketing! This is an introductory article but there is lots of information available about it on the internet if you enjoy a...
By:
Sam Rose
On: 2nd February 2018
Posted In:
Web Design & Development | CRO
blog
How Hot is Your Marketing Strategy? – A Guide to Heatmap Tools
There are a multitude of tools, both free and paid, that marketers and business owners can utilise to give insight into data trends on their website. However, analysing exactly what your users are...
By:
Kate Swanson
On: 21st July 2017
Posted In:
CRO | Landing Pages | Usability

Why Choose SilverDisc

Track Record Of Success

As a digital marketing agency with a 25-year history, continuously getting it right for our clients is of paramount importance and we have some great references to back this up.

Credibility

Being Google Premier Partners and Bing Select Partners gives you the assurance that we’re fully trained, that we have demonstrated exceptional account management across a range of client spends and industries, and that our track record will continue.

Thought Leaders

We see where digital marketing is heading and position our clients to meet it. For example, we are so far ahead of the SEO game that we helped Google to write their webmaster guidelines, so you can enjoy SEO success without fear of being penalised.

Ethical & Honest

We have your best interests at heart and we give it to you straight, even if that’s painful to you or us. For example, we won’t spend your money marketing a website when it’s plain to us that the money would be wasted. We look for a win-win-win …

Focused

We listen to your individual needs, identify targets and work relentlessly towards meeting them, concentrating on what’s effective.

Driven

We exist to unlock the value of technology for business, and we love what we do. We have 25 straight years in digital marketing.

Friendly, Open and Giving

These words are at the core of our values. We build strong partnerships and go out of our way to help solve problems for clients, suppliers and the wider world.

Let's Get Started

Please fill in the form below or give us a call on 01536 316100

Follow SilverDisc