Removing Rivalries: How to Work With Traditional Advertisers

By brandonshutt

Editor’s Note: Tom Alexander is a digital marketing veteran, who joins us today to discuss how digital marketers can join forces with traditional advertisers to create better marketing campaigns.

The alleged animosity between traditional advertisers and digital marketers has become almost legendary. We hear blow-by-blow reports of what appears to be intense opposition, each side fiercely clinging to their fundamental elements in death grips. It’s wonderfully heady stuff, but the ongoing nature of this battle may be more fiction than fact. As marketing becomes more integrated, the challenges that once separated these would-be rivals are bringing them closer together.

To understand the present relationship between traditional advertisers and digital marketers, we need to revisit the past.

Before the current advertising ecosystem, traditional advertising was a mainstay, from billboards, TV spots, magazine and newspaper spreads, to radio advertisements. However, with the advent of the Internet, digital marketing has taken away the spotlight with email marketing, social media, blogs, web banners, and paid targeted advertising. Some digital evangelicals went so far as to eulogize traditional marketing in the 1990s.

As we see today, these were premature pronouncements. Traditional advertising is still alive and well, and when used in conjunction with digital marketing, the results can be beautiful.

Changing to a Collaborative Mindset

Digital marketers and traditional advertisers aren’t fundamentally different. After all, they have the same goal: help companies achieve their objectives. Working hand in hand, they have the ability to enhance traditional methods of advertising by integrating digital marketing strategies. This is a natural evolution that ought to be considered an advancement, not something burdensome or invasive.

Consider digital out-of-home (DOOH) advertising which targets consumers who spend a lot of time away from their homes. Out-of-home advertising providers that moved toward digitization have been able to drive increased revenue streams thanks to their foresight. According to PricewaterhouseCoopers, DOOH is expected to almost double its 2014 revenue figures by 2019. DOOH started in the realm of traditional media, then evolved into digital forms. Ultimately, it offers a mutually beneficial relationship for all its players, without negating at-home advertising on traditional platforms.

What does this mean for advertisers and marketers? The responsibility lies with them to create positive change by working together when possible.

Ways to Develop Digital-Traditional Bonds

Embracing any new habit takes patience and planning. The best practice for creating a partnership between digital marketing and traditional advertising is to spot key opportunities for the benefit of clientele, and follow those opportunities down various rabbit holes.

The following seven ways to foster digital-traditional ties are excellent starting points:

1. Explore successful traditional-digital campaigns.

Research begets epiphanies. Find and analyze examples of successful traditional-digital campaigns.

Want a clue? Start with “Share a Coke,” the 2016 phenomenon that was a huge hit for the soft drink behemoth. Coca-Cola added names, messages, and hashtags to its packaging, encouraging purchasers to share their Coke with the world via social media. Twitter blew up in a positive display of brand-building and loyalty. All aspects of the marketing ecosystem worked in tandem to drive consumers toward Go to the full article.

Source:: Online Markketing Institute Blog