Why a digital-only approach is flawed for startups and new products

Just as a rocket requires most of its fuel in the initial launch phase, starting a new company or launching a new product successfully requires a great deal of support and energy in the initial stage, and less as time goes on.

It’s for this very reason that launching with a digital-only or digital-first approach is flawed and counter-productive. Notice that I did not say it’s wrong — it’s just not the best strategy, since digital remains much less effective in branding and engagement, and performs much better as the second step in the process, rather than the first step. Click here to continue

3 examples of highly effective ‘tradigital’ advertising campaigns

As an advertiser, you need to understand that on average between 2 percent and 5 percent of the people who receive your advertising message are actually in the market for your product or service at any one-time.

For industries like restaurants, that number has the potential to be much higher (since we all eat every day), but we don’t eat out every day and the competition can be extremely fierce.

The beauty of a “tradigital” campaign — which combines traditional and digital marketing — is that when the offer is presented properly, it does not alienate the other 95 percent of the people in the market, who may not be ready to buy from you right now. Click here to continue –