The grass is not always greener on the ‘digital’ side.

Now that we are well into the ‘digital’ age, and everybody has a website, and just about everybody has a computer, and smartphones and tablets are the most popular forms of surfing the web, has digital changed the way you do business?

I really look forward to your responses because there is no doubt that digital has changed the way consumers form their purchasing decisions, but it’s also very clear that businesses have not kept up with their savvy prospects.

I’ve seen many businesses basically at the point where they’re throwing their hands in the air, frustrated that all of the promises the techy sales rep sold them are NOT coming to fruition. SEO, SEM, Landing Pages, e-commerce, lots of different investments with very little ROI; a common result we hear over and over. So what gives?

The fact is that ‘digital’ still has a long way to go to be able to stand on its own. Any business who has a digital strategy without taking into account the ‘traditional’ side of marketing is surely setting itself up to fail.

The grass is not ‘greener’ on the digital side. You will not simply be able to replace all of your traditional marketing and advertising efforts with SEO and behavioral targeting and think that you will be successful and here’s why.

Except for simple e-commerce, where consumers shop based on price, reviews and specifications, the digital battle is won on the traditional side. The businesses that use their well-crafted newspaper ad, TV ad and radio ads to drive traffic to a landing page (mobile enabled of course!) will see an increase in traffic and leads and real ROI.

These hard-fought battles in traditional marketing will increase all of your digital results by creating top of mind awareness. While ‘Google’ will always get the credit for driving traffic to your site, how a person decided to Google you in the first place, or click on your link on the Google results has a great deal to do with your non-digital or traditional efforts.

The acronym AIDA, ‘Awareness’ ‘Interest’ ‘Desire’ ‘Action’ is one that many professional marketers fully understand.  The less aware I am of your company the less likely I’m going to take action if I somehow stumble across you online.  In fact, on average you can expect a 25% increase in your search results when you are running a traditional advertising campaign.

So rather than abandon your tradigital side, learn how to best leverage it with a ‘tradigital’ strategy for maximum results.

Is your marketing campaign a vote for ‘Traditional’ or ‘Digital’?

This election year, there are two very clear choices for the future of America. You can either choose the Republican Nominee or support the Democratic incumbent. Either one you choose, you can basically count on one thing, the one who wins will govern without the support or cooperation of the other.

Lucky for us, your marketing campaign does not need to suffer from the same non-partisanship that we see in our government. The truth is that the best marketing campaigns combine the best elements of traditional media and integrate it with the best practices of digital, for maximum results.  We call it ‘tradigital’ and it has proven time and again to be the best approach in a society that continues to find more comfort with technology and everything it has to offer. Unlike our government option, you will never see the benefits of a ‘DemoPublican’ solution, which I think is unfortunate.

Simply stated, we believe that traditional media such as television, radio and yes, even newspapers are effective forms of media that when properly crafted ads appear, will drive a significant amount of traffic to your digital space (website, landing page, social media, etc) and allow you to grow your customer and fan base.

Let’s face it, organically ranking on the first page of Google search results is not an easy thing to do. It is much easier to create an advertising campaign and appear on the first page of the newspaper or in highly visible TV programs, and on the most listened to radio stations. These campaigns will allow you to get in front of your target market on your timeline, and then move that audience forward to respond online, and collect that valuable data so that future campaigns will also include drip email marketing.

This is the best way to use media in 2012, and not be focused on one form of media over another. Use traditional to set up digital, then continue the digital momentum with email, and newsletters and optimizing your site with original content, offers, promotions and opportunities, not available anywhere else.

If you don’t have a ‘tradigital’ strategy in place, and keep ‘pushing’ your message out, without seeing results that build your own audience, you need to change the way you vote and leverage the best of both worlds. Call or email Baldrica / b digital agency, inc for a free consultation and start creating your own tradigital plan and a synergy that will produce maximum results.