While digital marketing has become the dominant form of advertising in various industries, traditional marketing methods such as print, direct mail, broadcast, and telemarketing should not be cast aside completely as they can still offer significant benefits in reaching wide audiences and enhancing brand visibility. In this article, we will delve into some of the benefits traditional marketing can offer businesses.
Establishing Local Connections
Traditional marketing methods can be more effective for small businesses that rely on the custom of local audiences to survive. Many of these businesses operate on a word-of-mouth basis and are built on the relationships they foster with their local customer base and community.
This is why almost two-thirds of small businesses still see the value in using traditional marketing services like print marketing, as effective strategies in their marketing campaigns.
While most young people are quick to adopt and use digital technologies, statistics show that in comparison only 49% of adults aged 70 and older use smartphones and only 67% of adults aged 65 and older use the internet. If businesses seek to target an older demographic they risk excluding their audience if they stick to only digital means of communication.
Longevity of Marketing Materials
Unlike digital marketing, which requires a constant stream of fresh content to maintain viewer attention, traditional marketing methods offer sustainability and leave a lasting impression on the audience.
With the same TV commercial, flyers, business cards, or brochures, businesses can achieve prolonged exposure and impact. Aside from some color printing, there is no need to produce new materials as frequently to promote products or services, saving a business valuable time and resources.
Printed materials and advertisements on TV ads and billboards are often perceived as more trustworthy. When a company can afford to place an ad in a magazine or broadcast a commercial on television and radio, it suggests they have certain financial standing and success, reinforcing their credibility among consumers.
On the other hand, while digital marketing reaches a larger audience, it does not always convey the same sense of dependability or establishment often associated with traditional marketing methods. The intangible nature of digital advertisements and the ease of their creation and distribution can sometimes make it harder for consumers to establish a genuine connection with a brand solely through digital marketing efforts.
Ease of Consumption
While digital marketing has the ability to showcase impressive images, graphics, and photos, it can be harder for consumers to establish a connection with a brand as they can lose sight of the intended message amongst the various design elements. Physical marketing materials, on the other hand, offer ease of processing and better brand recall.
Direct mail, for instance, requires less effort to read and understand compared to email, making it more accessible to readers. Similarly, brochures provide an easy-to-skim format, allowing them to quickly grasp key information compared to more extensive materials like white papers or websites. Additionally, a short 30-second TV commercial is often more memorable than a two-minute YouTube video. The simplicity and effortless consumption of hard-copy materials can, therefore, enhance brand retention and audience engagement.
As highlighted, traditional marketing remains a valuable tool for companies seeking to enhance their presence and effectively engage with customers.