Apart from product quality there is only one way of selling it. Marketing!
No matter how useful a product or service is, without marketing it lives and dies as an experiment. And let’s be honest, nobody wants to let that happen to their product.
But then, marketing is challenging. You need to get into details. Understand your business, your audience, and marketing strategy. And above all, you need to know the means you market your product with
Sounds ambiguous? Stay with me here!
What I mean to say is, that we are all aware of the two broad ways in which you can market a product.
The first one includes the methods that have been known to exist and perform for years. In case you are wondering, I’m talking about the traditional marketing options.
Using radio, television, print media, and other traditional broadcasting means.
These are the methods which have performed for ages and continue to do so. But these alone don’t choke-block the whole of the marketing. There is yet another arena of means to market.
Modern marketing strategies. Taking the realm of marketing to a new high, these tactics are generally associated with the Internet.
Considering the fact that 47 percent of the world’s population uses the Internet, this makes sense.
But how is it done? How to make the best out of your marketing campaigns? And most important of all, how to make use of traditional and modern marketing strategies for better ROI?
Well, if you’re looking for answers to any or all of these questions, this is the right place.
Why to Incorporate Traditional Strategies into Modern Marketing Campaigns? And how to do it?
The old-school approach for marketing on internet goes around one line.
Market online and retarget in real life.
Seems simple, right? Well, it’s almost simple.
Businesses have been doing a lot towards this. Running ad campaigns on social media for brand awareness is a normal thing. Where it helps the best is in real life.
For a better understanding, let us take Pepsi and Coca-Cola’s example.
We’re all well aware of the rivalry of Pepsi and Coca-Cola. Both of them have always been racing to beat each other. For the same, they have both come up with some great marketing campaigns. The one thing that has worked for them is the amalgamation of traditional and modern marketing strategies.
But as it is a lot about experimenting, Pepsi once bet a lot at stake.
They’ve had been running television ads during the Super Bowl in the USA for 23 years. This was the 24th chance and they chose to rethink their marketing strategy.
Instead of dividing their budget for internet and television, they dedicated the whole of it to the
Now, that got marketers thinking. Most of them were horrified. Pepsi’s reliance
Turns out, the ice broke. Within a few months, the repercussions hit. A large proportion of their existing and potential users were not being targeted. Brand’s media presence seemed to totally rely on the social following.
Result? Sales dropped. Pepsi immediately had to shift back to the normal marketing ideology. Combining traditional and modern marketing practices.
Meanwhile, Coca-Cola enjoyed marketing success by making the traditional and modern strategies go hand-in-hand.
And this is just one example. You too can think of a situation where one might be missing out on proper targeting. As the internet is gaining popularity, television’s role might seem to be
This means, neglecting any of the modern or traditional marketing ideas can cause chaos. And so, it is important to keep up with both.
But how to do it? Well, the section below explains that;
Keys to making the Traditional and Modern Marketing Strategies go hand-in-hand!
The fusion of traditional and modern marketing campaigns depends a lot on the way you approach it.
As there are a number of ways to market a product on the internet and off of it, the set of permutations and combinations for ways in which these both can incorporate holds a variety of jumbles.
For the best ROI, you need to find the combination that works the best for you.
Aiding to that and to other aspects of incorporating traditional and modern marketing strategies, here are some tips and pointers.
1. Online brand awareness leads to offline recognition
This is pretty normal. All of us at some point in time have seen this happen.
You see a company’s ad on Facebook. Might even like it. After a few days, on your way to work, you see that brand’s store or banner ads on the highway. That’s when you recall seeing their ad on Facebook. And the first thought in your head after it?
The brand has some real physical presence. A store/office/outlet or anything real.
Clearly, this inflicts a sense of trust in the consumers. This is one add-on that lubricates the sales funnel, both online and offline.
How to make use of it?
This is not rocket science. Just manage your online campaigns properly and be present away from the
Invest in print, television, and radio marketing and be seen on broadcast media as frequently as possible. The point is to pass through your potential consumers’ sight as many times as you can.
While it might sound as retargeting, it’s different.
For retargeting, you create ad campaigns to exclusively target users who saw your ad earlier but didn’t take an action. Here, you run online campaigns which later help your consumers identify you offline.
One fine way of making this happen is not visual content. 73% of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.
2. Use traditional methods to build an audience online
This is more like reverse engineering the former method.
What you do is use your traditional marketing means to build a user base on the internet. The aim is to get your traditional marketing target audience to connect to you through the
That can be done through social media or through your website or via email.
The aim is to create an ad campaign which compels your audience to reach out to your social media handles or website.
Companies have even tried the same with getting more people to download their apps.
We can take Ola cabs for example.
During its starting days in India, Ola had to provide attractive offers to the potential users.
So, it launched generously.
Print ads in the city metro. Banners on famous roads. Television ads. Everything was set. The offer provided newly registered users a first ride discount worth INR 300.
This meant that the first ride would almost or totally be free. A REALLY ATTRACTIVE OFFER!
It hit the nail at the right place.
The number of downloads of the Ola app bumped. More phone numbers were registered. Eventually, it gained enough popularity to run sustainably in the Indian market. As a result of which, Ola went on to ruling the market with nearly 57% of the market share in India.
The same strategy worked for Uber as well.
In the example above, Ola used traditional marketing means like print media and TV ads to get users to connect with them on the Internet. Provided the fact that this campaign was well planned, it performed stunningly for them.
And then again, this is just one example. There are several other brands which used the same tactics. Even Doritos promotes MakeMyTrip by offering an INR 500 redeem the code on downloading their App.
3. Connect with Influencers
Since people turned to YouTube and Instagram for entertainment, these platforms continue to create more celebrities.
Viewers like to see them perform and do everything that they do; on the web!
You can use this for your benefit.
Just as companies pick actors for TV commercials, you can pick influencers for your brand.
What to do? How to do?
To start with, list the influencers in your industry. For example, if your brand sells fitness supplements, connecting with an influencer working in the health industry will be a good idea.
So, first make a list of these influencers and connect with them via mail or social media. Generally, you’ll find contact details on their Instagram profiles.
What you need to do next is write an email outreach copy.
Make sure that this copy includes all important details about your brand, product, why the person is a good fit for promoting it and what you are offering against their favor.
If this interests the influencer, they’ll get back to you. Otherwise, alter your outreach copy.
Note: Don’t just pick extremely famous influencers or celebrities expecting to gain attention even if they are inadequate for promoting your brand.
For getting a better idea about influencer marketing, this article might help.
4. Broadcast your Influencers’ (and users’) posts
There was a time when the
The same ideology can now be alloyed with the modern marketing practices.
What I’m trying to say is, let your users know if any celebrity or influencer ever used your product and shared
The same goes for other users as well. For example, if a user clicks a picture with/using your product, depending on how good it is working for promoting your product, you can reshare it.
All big companies believe in this.
For example, Google Analytics shared an article written by Rankwatch, talking about the important metrics which any business team should be using in Google Analytics.
Similarly, let us look at another example where Louis Vuitton shared Sophie Turner’s Instagram post.
In this example, LV uses a celebrity influencer to promote their brand. With a subtle message, they used this picture to both promote their product and improvise their social image.
5. Decide what works the best for you
As I said earlier there is a number of ways which traditional and modern marketing campaigns can be incorporated in. Ieven mentioned some of those above.
The ultimate solution to all your marketing troubles is, what works the best for you.
After running campaigns, both online and offline, you’d have some intelligence. This data will certainly help you understand what worked the best for your brand.
What you need to do is indulge in A/B testing and find out the techniques that always work.
Marketing in 2018 is highly driven by the internet. Hands down, the world is moving towards that. But that’s not all of it.
Many traditional marketing methods are still very fruitful and to make your marketing campaign perform the best, you need to keep up with both of these.
So, start with online brand awareness moving towards using offline marketing to build an online audience. Also, indulge in influencer marketing and ensure the distribution of the content that users and influencers are sharing relating to your brand.