Advancements in technology have changed the face of marketing for businesses worldwide. Successful internet marketing can help your brand get recognized and increase revenues, but traditional marketing methods should not be overlooked. These time-tested marketing techniques are important to any business marketing operations. In fact, traditional marketing can enhance search engine optimization (SEO) and internet marketing efficacy. An ideal marketing team will be well-versed in digital marketing tactics, traditional strategies, as well as training in negotiation and sales. It will be difficult to be successful if you do not have the dynamics necessary to compete in the cutthroat business landscape of today.
The main objective of search engine optimization is to drive more traffic to your website. An effective site will introduce or reinforce the brand, and answer important questions for the customer. However, SEO is not the only way to drive traffic to your site. Print ads and television or radio ads can pique the interest of a potential customer pool whose virtual world presence or experience is limited. Even though about 78% of the US is regularly online, this number represents users who access the internet at least once a week. This translates to a potential market that is not on the internet up to 6 days a week, and about a quarter of all people in the US market do not use the internet regularly. Efforts to reach your local market offline must be made to ensure adequate exposure of your brand.
With the average US person watching about 5 hours of television daily, there is an open door into the homes of your target market through television ads. Though a cable television ad may be costly as compared to SEO marketing techniques, they can offer a more targeted approach to consumers and the cost should be considered an investment in your business, potentially resulting in more traffic being directed to your site. Television still offers greater sensory appeal than the internet, and since TV ads are played with no consumer prompting, they reach a larger audience. You can also tailor your commercial to specific target markets by choosing the channel and time slot in which to air your ad. Presenting your brand and directing people to your website through TV ads allows you to connect with them when they’re relaxed and in an open state of mind with few distractions. This makes television marketing a powerful tool for any business.
Radio can also be a highly effective media to utilize for advertising. The average American spends about 600 hours in their car each year, and radio advertising is shown to have good reaction numbers. Though they’re also more costly than SEO techniques, radio ads can be produced and aired at a lower cost than television ads while still reaching a large audience. Like TV ads, radio ads can be tailored to a specific market pool by choosing what time and on which stations to air the commercial.
Direct mail advertising, aided by a consumer mailing list, is a sustainable and effective way to reach consumers on an individual level. Over two-thirds of Americans even report preferring direct mail marketing methods since it allows them to read brand communications at their convenience. If you think direct mail is a waste of your business marketing budget, think again. Target Marketing Magazine’s Media Usage Forecast for 2013 reported that 80% of marketers planned to invest in direct mail, and 28% increased their direct mail budgets for 2013. Direct mail exposes consumers to your brand more than once with each publication. Most people look through their mail when they pull it out of their mailbox, and then again later as they spend more time conscientiously reading through the information.
Internet users are engaged in an active marketing experience, often present on the internet to seek out something specific, which is why SEO is so important. However, traditional marketing allows you to engage the market pool in a passive manner, greatly increasing the number of people exposed to your brand. Since many consumers use search engines to look up businesses, your SEO efforts will be rewarded as traditional marketing leads consumers to investigate your brand on the internet.