Don’t Trade In Traditional Advertising
Digital is everywhere. Where marketing is concerned, digital is especially strong. Digital ads and user-generated videos are only two relatively new examples of how brands quickly connect with customers. If you are a marketer or entrepreneur who is tempted to go “all digital” and bypass traditional advertising—think twice. Find out how “old school” advertising is not only relevant, but making a comeback.
Traditional advertising is on track for a strong future
Would you believe that in 2022, traditional advertising is on track to grow for the first time in 10 years? That conclusion was drawn in an article that appeared earlier this year in Harvard Business Review (HBR). The authors— Christine Moorman, Megan Ryan, and Nader Tavassoli—noted that spend on traditional advertising increased by 1.4 percent in August 2021, and then by 2.9 percent this past February.
Leaders in the comeback of traditional ads
Not surprisingly, brick-and-mortar stores and business-to-consumer (B2C) enterprises are at the forefront of this trend. What is surprising is that companies which earn practically all of their revenue via online sales are in the lead and are projected to spend an approximate 11.7 percent increase on traditional advertising during the course of the year. Why is this happening? One reason that illustrates the newfound appreciation for the traditional approach concerns important changes at Google, which centers around third-party tracking.
The phase out of third-party tracking is giving way to the rise of more traditional options
Marketers can run—but cannot hide—from the reality that third-party tracking will be a thing of the past by the end of 2023. Many marketers are adapting to first-party data, which transparently builds the connection/relationship with a brand and its audience from the ground up. First-party data “brings things back to the basics” via digital. Where traditional forms are concerned, print, television, radio, and out-of-home advertising are also a collective return to basics: A prospective customer sees an ad and has the freedom to turn the page, change the channel, pass by a poster—or pay attention if the content is of interest. Yes, traditional advertising is the foundation for a brand and customer to meet.
Traditional advertising as a help to digital?
The general train of thought may be that traditional advertising may rely on digital to have any impact. What if the reverse were true? What if digital needed traditional? It is! Were you aware, for example, that some online boutiques actually rent storefront space to promote their products? And then there are QR codes, which can be found on direct mail pieces, newspapers, and posters, among other old school types of marketing collateral. Once again, the customer sees the QR code—on traditional media—and has the option to scan and find out more about what a brand or business is selling—via digital technology. So, the two forms of marketing do in fact work together.
Case in point: EGC’s campaign for Premier Home Health Care Services, Inc.
In addition to digital display ads, paid Facebook and YouTube ads, and television spots, EGC helped this campaign travel further (literally) through traditional print cover wraps which were complemented with placements on buses and subway cars.
EGC launched an integrated multimillion-dollar campaign for Premier Home Health Care Services, Inc., titled “We Are Family.” The goal of this campaign was to spread awareness about the opportunities and benefits of having a career as a home health care aide.
The response? The recruitment offices of Premier Home Health Care Services, Inc. have received a record number of calls and online registrations from people who are interested in pursuing this career path. Additionally, this organization has also received more requests from interested clients who are seeking health services. So, this is campaign is a proof-positive answer to the question above: YES, traditional advertising does help digital.
Transfer some budgeting dollars to traditional advertising
The overall message to keep in mind is that there is no ultimate, or better, method of marketing that will attract potential customers. Indeed, some tactics will turn them away if not curated properly. Depending on the brand, and what is being offered, a traditional approach to reaching your target audience can be just as—if not more—effective than digital. If your budget is heavily allocated to digital marketing, now is the time to funnel some dollars to traditional spend.
If you are unsure of what type of campaign—traditional or digital—would best showcase your brand, contact EGC. Our expertise in branding and development will help you arrive at the best marketing solution to make your presence known. (Who knows? Maybe an integrated campaign that combines traditional and digital would bring results you never thought possible.)
Give us a call to learn more.