Traditional marketing channels have helped business organizations reach out to their customers and build an everlasting relationship. This has helped plenty of brands to build their company with continued sales. However, with the onset of digital intervention, traditional marketing became a crossroad for plenty of companies. Thankfully, there are still ways you can leverage your traditional marketing channels and even integrate them with your modern-day practices to outreach further among the audience. Here’s a snippet on traditional marketing channels and ways to leverage them for modern-day growth.
Types of Traditional Direct Marketing Channels
Here are a few major traditional marketing channels that are still prevalent in the marketing world:
Print materials like newspapers, magazines, flyers, brochures, posters have been around for ages. Print materials have helped create vision memory in the back of the heads of the readers and helped market the brand. Everyone is well attuned to seeing the page full of advertisements of brands in newspapers and magazines.
Broadcast mediums in the form of free over the air television and radio are quintessential means of marketing for the brand over the period. These mediums help to convey the message to a large network of viewers. A few years back television and radio broadcasts were an important way to convey video and audio branding messages whilst trying to string an emotional connection to the viewer.
3) Direct Mails
Direct mails are a harbinger of traditional marketing. The wide array reach every place in the states, ease of use, variety of options, and effective cost-saving solutions in comparison to the other traditional marketing approach made this a great hit among brands. Direct mails allowed the sending of postcards, emails, letters, notices, gifts, and more with ease. And the success rate spoke for themselves.
The form of outdoor marketing refers to the use of billboards, posters, and over the top hoardings that you often see. These were termed as an effective way of marketing and continues to be at the forefront of marketing strategies for brands these days. Outdoor marketing allows a brand to receive brand exposure, attention from the public, and wide viewership.
Do you remember those cold calls you’d receive from call centers and companies trying to entice you into their product offering? This was started back in the 1980s in the states when telephone technology reached almost every household. This started a chain of telemarketing approach that at one-time had a peak spend of over $90 billion from companies across the US.
The Current State of Affairs for Traditional Marketing
With the growth in technology and the outreach of the internet, new avenues for marketing channels have opened up. The use of the internet has given business organizations and brands different approaches and as a result, traditional marketing approaches have been dealt a blow.
Take broadcasting mediums for example. These days marketers try to leverage the social media platforms and video platforms to relay the video messages and build an emotional connection. Similarly, the outdoor billboards have taken digital identity allowing brands to use digital billboards for promotion.
Direct mail marketing was also once termed as a primitive way to connect to people. However, the thought process has changed quite a lot these days. Direct mails have made decent marks in the new age marketing and are still one of the best mediums when it comes to ROI with over 29% returns.
Pepsi had once dropped the traditional means of marketing from their strategy and focused only on social marketing. The result was disastrous for the brand and they had to revert to a combined approach of traditional and digital marketing. The onus is to leverage the traditional marketing approach rather than scuffing it and creating a streamlined strategy that incorporates the best bit of both.
Here’s how you can leverage the traditional marketing channels to help generate the responses and drive the growth for your business.
7 Ways You Can Leverage Your Traditional Marketing Channels
1) Define Your Goals
Being clear about your impending goals can be the key to forming a strategy. As a business organization, what is your motive for marketing? Are you on the lookout for new customers or want to expand your portfolio or area of work? A clear idea about this can help you plan your marketing channels to generate higher leads and responses. Utilize your traditional marketing channels in a way that aligns with your goals.
2) Focus on Your Target Audience
A phrase easier said than done, however, business organizations sustain themselves based on customers. A magnificent product without any end-user will just rot in the product shelf of the company if they cannot cater it to the right audience. Marketing channels are present to help bridge this gap and connect to the end-user. Create a database of your targeted audience based on parameters like demographics, locality, geography, buying preferences, and more. This will allow you to choose the right medium of traditional marketing to generate leads. Direct mails can help reach your targeted audience in the mailing list while every door direct mail can help you reach consumers irrespective of your mailing list. Similarly, other means like billboards can help cater to the nearby audience.
3) Customize Your Campaigns
A reason why people moved over to digital and modern marketing means was the ease of customization and variation available with it. Thankfully, the traditional approach also has added customization options to their campaigns. Leverage the approach of customization in your traditional marketing. Design your campaigns with the use of patterns and create interactive pieces. There are plenty of options to integrate into your campaign and make a trusted piece for your customer.
4) Focus on the Privacy
The aftermath of digital intervention has had plenty of breathtaking and groundbreaking expansion for human lives. But at the same time, it also dented the approach to privacy. With the digital expansion, people are compelled to provide consent to sue services and more. That allows the companies to collect data from the users and visitors. There have been numerous cases of private companies commercially using these data for their gain. The entire online consent model seems a hit on the privacy of an individual. This is where traditional marketing can place itself ahead of other channels. Traditional marketing means are based on privacy and the user has the right to deny the consent or allow it.
5) Connect on a Personal Note
There was a time when people hated getting mail packages but rejoiced in the emails. Times have changed quite a lot. These days people enjoy the mail package and are more likely to open it than an email. Direct mails have recreated that feel and added an allure of nostalgia to the marketing, something which has helped create a good response. The flexibility of direct mails and their robustness in connecting with the audience and creating brand awareness has had a great impact on the marketing approach. The aftermath of 2020 also showcases trying a personal connection to be the right way to develop customer relations going ahead.
6) Have a Worthy CTA
Every form of marketing approach is designed in a way to help generate response and convert the same into customers. This requires a well-strategized marketing approach from the company. A call to action and offer is vital for piquing the interest in the reader or viewer and make them look into the product. Adding a CTA can help drive responses and generate inquiries for you. Plan a marketing approach with a clearly defined goal and focus on creating an attention-worthy CTA.
7) Automate the Services
The concept of a well-designed marketing approach hinges on the product as much as the accessibility and reachability of it. A well-marketed product or campaign is the one that can reach the end-user. This part of channeling your marketing approach requires plenty of organization and work behind the scenes. For say, a direct mail campaign will require you to manually create the mails, build contacts with the USPS and then mail them with the hope the package reaches the intended party. How about automating this entire process and getting an edge above your competitor? With an automated direct mail software, you can design, customize, print, mail, scale your campaign and track each package with ease.
The birth of digital marketing mediums doesn’t have to spell the end for traditional marketing channels. These channels are still entrusted with means of connectivity with the audience and people are still nostalgic and have a sense of bonding for traditional ways. Strategizing your traditional marketing approach can yield great results for your campaign.
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