Did you know….
- 23% of Americans still read a paper copy of a daily newspaper.
- 48% still listen to local radio.
- 82% of consumers say they trust print advertising.
- 80% trust television advertising when making a purchasing decision
- 76% trust direct mail advertising.
- 87% of the Millennial generation still buy the print version of textbooks – even when the eBook is offered free. Why? Because they are stating they prefer print because it’s easier to follow stories.
So, when all is said and done, getting the word out about your product using traditional media is still an effective approach. In fact, a MarketingSherpa study found that email is the only digital medium that ranks a 50% engagement rate, as consumers typically have signed up to receive the information.
So, as a business owner this should drive home just how necessary it is to make use of every available means of getting the word out about your company. So how can you combine traditional media with digital media? Here are a few tips to consider:
· Be sure your branding is consistent – no matter the media form used! Keep the same colors, font, images, etc. whether electronic or traditional.
· Keep up with the results of each type of media used. This will help you know where to invest your media budget.
· Integrate your online presence with your traditional advertising approach. Mention your website and social sites on any print, radio or television spot. It should be a seamless approach to engagement.
· Be organized and thoughtful in your approach to media. Think about your niche and the audience you will be reaching with each type of media and then design the media campaign(s) with that focus.
· Use pictures, video, radio announcements, etc. that tell a story and draw people in. People like stories so be strategic, real, and inspirational – traditional media thrives on this, as does the social media world.
· Remember that social media is only one part of the story. People still use traditional media as a news source.
So, if you are looking for a way to get the most from your advertising budget, then integration not segregation is the key. Electronic media and traditional media can coexist. By using traditional media, you can reach a large audience that is often ignored, but if you ignore the digital you will miss a significant portion of your audience. It’s all about determining what mediums work for your needs. Look for ways both digital media and traditional media can help improve your business and use them to your advantage.
If you are interested in navigating the world of social media, but have no idea where to start, don’t despair. Write Away Copywriting is happy to set up and manage your social media platforms. Contact a social media professional today.