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 –

Is anyone paying attention to your banner ad?

What if you can advertise your message specifically to people who are interested in your product or services?

What if you could target an audience and match them up with your company based on the behaviors and interests they have exhibited?

What if you could present an offer or promotion relative to the consumers who are actively in the market for a product or service and are ready to make a purchase?

Click HERE to read the rest of the article on the Business Journals website.

Don’t be ‘tradiphobic’: Why you should embrace traditional media

Let’s start by defining my new term “tradiphobic,” which as you may have guessed means, fear of traditional media.

A tradiphobic marketer has a serious problem that can’t be cured by “traditional” medicine, because well, that’s the problem. They are so afraid to integrate traditional media in an advertising campaign because deep down — they’re scared it just might work.

Click HERE to read rest of article on the Business Journals site.

Should you invest more in digital or traditional advertising?

I get questions like this all the time:

“Should I invest more in digital or traditional advertising?”
“Can digital offer the same reach and frequency as traditional media but at a lower price point?”
“Can we get the same or better results using digital advertising over traditional advertising?”

Click HERE for read the rest of the article on The Business Journals site.

Why TV is still the best way to drive traffic to a website

Nothing has the ability to build a brand faster than TV. The proof is in the pudding.

We came across this idea during a recent exercise we performed for a client. In deciding which medium would be best in order to launch the client’s new website, we asked ourselves a very fundamental question: What are the largest and most successful “dot coms” of the world doing to drive traffic to their site and increase branding? The answers overwhelmingly pointed to TV – Click here to read entire article – 

5 steps for integrating digital and traditional marketing

A “tradigital” strategy is the effective integration of digital tools in a marketing and sales process. Embracing this approach requires understanding both the goals and the road map.

1. Know your destination

No one gets on a plane without knowing where it’s going. Embarking on a marketing strategy that has no clear goals or benchmarks beyond simply increasing sales can quickly become a frustrating and costly endeavor. -more-

How to use traditional media to pull in prospects instead of pushing them away.

If I can put my finger on any one major shift that digital has caused in traditional media, it’s the change from “push” to “pull” marketing and advertising.

The premise is that digital is better at engaging with an audience thanks to all its social media platforms and online forums. The winner in social media understands that there is a conversation already being had about the client, the products or the industry that the client is in — and entering into that conversation can lead to many benefits. – -Click here for rest of article –