In the age of digital marketing, analogue tactics might seem old-fashioned, but they still hold a lot of potential. You can create a well-rounded marketing strategy that reaches your target audience and build strong relationships by using a combination of analogue and digital tactics.
It’s incredible that we spend nearly half of our waking hours glued to screens whether on a smartphone, desktop, tablet or TV.
Traditional advertising:
So why we should still use these tactics? audiences crave unexpected and non-digital brand engagement in today's oversaturated digital world, as a well-crafted physical touchpoint can trump a digital one.
Digital Noise is all around us and seemingly getting louder, our digital lives are bombarded with content. A personalised letter or unexpected experience stands out because its mere physical presence requires attention. It is almost surprising to receive this and can feel more genuine if well-crafted to cut through the constant stream of emails and notifications.
Memorability is key as our brains process physical experiences differently than digital ones, as we are wired to skim online content. Digital advertising requires more frequent re-targeting. A beautifully designed brochure, can be kept, revisited, and shared with others.
Emotional connections in the physical world through the texture of a brochure, or the interactivity of an event all add layers of engagement that a screen can't replicate.
Digital advertising:
By using a smart combination of analogue and digital tactics, we can create a memorable brand experience that cuts through the clutter and gets noticed. This will also build stronger brand engagement and loyalty.
Complex Processes where truly intricate information, delivered via a well-designed digital explainer with visuals and interactivity might be more effective than a static brochure. In the current economic climate, with budgets stretched it really makes sense for businesses to be increasingly targeted in their media.
Balance, the key is to find the right balance between traditional analogue and digital to leverage the strengths of both approaches.
Integration is key as the most successful marketing strategies will combine digital and analogue tactics to create a cohesive brand experience.
Smart integration: - analogue with digital
Digital platforms and innovative tech-enabled media are great for precise targeting and measurement. However, if we only target an audience with an immediate need, we’re not addressing future potential audiences.
By using a combination of well-executed physical and digital touchpoints, we can create a truly engaging brand experience that cuts through the digital noise and builds a lasting connection with your audience.
Use QR codes, by printing a QR code on physical marketing materials that links to a relevant landing page or social media profile, seamlessly bridging the gap between analogue and digital.
Track and analyse by using UTM parameters or trackable phone numbers on your physical marketing materials to understand how they're driving traffic to digital properties.
Social media synergy by create a social media campaign that complements the analogue tactics. Using consistent messaging and visuals to create a cohesive brand experience across all channels.
Omnichannel Marketing can deliver a consistent brand message across all channels, both online and offline. This reinforces brand identity and builds trust.
Take aways:
A smart combination of analogue and digital tactics, creates a well-rounded approach that reaches the right decision-makers, builds trust, and ultimately converts leads into paying customers for high-value services.
For high-value B2B sales, a well-rounded marketing strategy that combines targeted traditional marketing tactics with digital outreach will be most successful.
I think of it like this, traditional marketing creates a handshake, establishes trust, and gets the conversation started. Digital marketing keeps the conversation going, educates potential customers, and nurtures leads until they're ready to buy!