Unit – 1: Introduction to Digital marketing

What Is Marketing?
Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to consumers
or other businesses. Some marketing is done by affiliates on behalf of a company.
Let’s face it, to the average business person, marketing equals’ promotion.
Marketing is what you say and how you say it when you want to explain how awesome your
product is and why people should buy it.
Marketing is an Ad. Marketing is a brochure. Marketing is a press release. And more recently,
Marketing is a Facebook page or a Twitter account.

 At a fundamental level, marketing is the process of understanding your customers, and

building and maintaining relationships with them.
 Marketing is the key to an organization’s success, regardless of its size.
 There are several types and sub-types of marketing, digital and offline. You should
determine and pursue the ones that work best for you.
 Marketing and Sales teams need to have a unified approach. Automation helps them
work towards the same goals.

What is Digital Marketing?

Digital marketing is the component of marketing that utilizes internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms
to promote products and services. Its development during the 1990s and 2000s, changed the
way brands and businesses use technology for marketing. As digital platforms became
increasingly incorporated into marketing plans and everyday life, and as people increasingly use
digital devices instead of visiting physical shops, digital marketing campaigns have become
prevalent, employing combinations of search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games
have become commonplace. Digital marketing extends to non-Internet channels that provide
digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile
ring tones. The extension to non-Internet channels differentiates digital marketing from online
marketing.
Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'.
The term digital marketing has grown in popularity over time. In the USA online marketing is still
 a popular term. In Italy, digital marketing is referred to as web marketing. Worldwide digital
marketing has become the most common term, especially after the year 2013.
Digital marketing is the use of the Internet, mobile devices, social media, search engines, and
other channels to reach consumers. Some marketing experts consider digital marketing to be an
entirely new endeavor that requires a new way of approaching customers and new ways of
understanding how customers behave compared to traditional marketing.

KEY TAKEAWAYS
 Digital marketing is the use of the Internet to reach consumers.
 Digital marketing is a broad field, including attracting customers via email, content
marketing, search platforms, social media, and more.

Understanding Digital Marketing

Digital marketing targets a specific segment of the customer base and is interactive. Digital
marketing is on the rise and includes search result ads, email ads, and promoted tweets –
anything that incorporates marketing with customer feedback or a two-way interaction between
the company and customer.
Internet marketing differs from digital marketing. Internet marketing is advertising that is solely
on the Internet, whereas digital marketing can take place through mobile devices, on a subway
platform, in a video game, or via a smartphone app.
In the parlance of digital marketing, advertisers are commonly referred to as sources, while
members of the targeted ads are commonly called receivers. Sources frequently target highly
specific, well-defined receivers. For example, after extending the late-night hours of many of its
locations McDonald's needed to get the word out. It targeted shift workers and travelers with
digital ads because the company knew that these people made up a large segment of its late-
night business. McDonald's encouraged them to download a new Restaurant Finder app,
targeting them with ads placed at ATMs and gas stations, as well as on websites that it knew its
customers frequented at night.

Marketing process overview

Marketing Process and the Steps involved in Marketing Process:

1. Analysis of the Opportunities in the Market
The first component of the Marketing Process is to analyze the market in order to find the
opportunities that should be availed. These opportunities are related to the needs and wants of
the customers that are not properly satisfied by the competitors in the market. A company that is
 initiating the marketing process focuses the opportunities that would be beneficial in the long run
success so that its performance would be effectively improved. For this purpose, the company
gets help from the marketing information system (MIS), which plays a significant role in
providing useful information about the market.
Marketing Environment – Micro and Macro Environment

The company also conducts effective market research that would tell him the value able
information about the customers, competitors, general trends, and any extraordinary change
occurred in the market that can be useful for the company. Then company identifies the
potential opportunities from the collected information and split the whole market into different
segment. These segments are based on some factors like age group, geographical location etc.
The company evaluates each segment separately to check the potential of the segment in the
light of its strengths and weaknesses. Finally, it selects the target market segment to proceed
further.

2. Selection of the Target Market

This is the most important step of the marketing process in which the target customers are
selected. For this purpose, the company conducts a careful analysis of the target markets in
order to choose the final customers. As it is obvious that the company do not satisfy the needs
and wants of the whole market therefore it must divide the whole market into different segments
and choose the segment that will best meet its strengths and opportunities. In this regards,
there are certain step you need to follow.
Market Segmentation:
The process in which the whole market is split into different units of consumers, each unit
having similar wants, characteristics and behavior of consumers which need different marketing
mixes and strategies.
Market Targeting:
In this process the targeted segments of the total market are evaluated to ascertain the
attractiveness of each segment so that the one or two most suitable and potential segments
should be selected and entered. The simple rule of selecting the target unit or segment is that it
must provide the opportunity to the company to create potential customer value in the long run.
Another important rule is that a certain company has the option to satisfy the needs and wants
of one or two segments. In this case the company focuses on that relevant segments and
develops its products and strategies for them only. Such small segments are called “niches”.
The company has also another option to split the whole market into different segments and
offers different products and marketing mixes to each segment of the market. But the most
effective method is to focus on one or two segments and after succeeding in those segments,
further new segments should be targeted.
 Market Positioning:
This concept relates to the positioning of the product of a company in the minds of the
customers as compared to the products of competitors. In other words the company tries to
maintain a clear and specific perception in customers about its products. When a company
wants to position its product, it first specifies the competitive edge for which it offers competitive
advantages to its target customers. The whole marketing program of the company should
concentrate its identified positioning strategy. The positioning is effective when the company
truly provides the efficient, competitive offering to its customers in order to give them maximum
value as compared to the offering of competitors.

3. Development of Marketing Mix

After setting of a complete marketing strategy of a company, then it is ready to initiate the
planning of its marketing mix.
Marketing Mix
Marketing Mix is composed of certain variables of markets that are mixed by the company in
order to generate certain desired response in the targeted segments.
In fact the demand of the product is influenced by the use of certain activities of the marketing
mix. The marketing mix is composed of the following four P’s.
 Product: means any offering (goods or services) to the market by the company.
 Price: means the money paid by the customers to obtain the product.
 Place: means the efforts which ensure the availability of the product in the market to
customers.
 Promotion: means all the efforts by the company that ensure the sale of products to
customers through better provision of information about the advantages of the product.
A company develops an effective marketing program in which a suitable combination of
marketing mix is blended so that they are efficiently coordinated into a useful program to provide
the greater customer value in order to accomplish the company’s objectives.
4P’s of marketing mix are from the seller perspective. In certain cases the 4C’s are replaced by
the 4P’s which are

 Product means Customer Solution

 Price means Customer Cost
 Place means Convenience
 Promotion means Communication
4. Management of Marketing Efforts
This is actually the action phase of the development marketing program in which a suitable
marketing mix is set for a target market. For the management of marketing efforts four functions
are adopted which are as follow.

 Analysis of the Market in which the company identifies the internal strengths and
weaknesses along with the external opportunities and threats.
 Marketing Planning in which certain marketing plans or strategies are developed so that
the overall objective of the marketing should be accomplished.
 Marketing Implementation in which the developed plans and strategies are practically
implemented in order to achieve the marketing objectives.
 Marketing Control in which the performance results of the marketing plans and strategies
are evaluated and necessary steps are taken to ensure the accomplishment of overall
marketing objectives of the company.

What is Digital Marketing Process?

Digital marketing process is a systematic method to effectively conduct digital marketing for your
business.
Following are the steps involved in digital marketing process in a subsequent
order

1) Visibility

How do you make your target market know that you exist? Perhaps by
advertising on TV, Radio, newspapers, web and so on. So in a way you
do it by getting yourself visible. What so ever be the mode. Isn’t that?

In digital marketing visibility is to get you visible on web, a place where

your potential customer can gather information about you.

How to get visibility?

You can get visibility in form of a website, blog, posting articles on various offline and online
channels, displaying banner ads on targeted websites, by having a Facebook fan Page, by
starting a group on Linked In, by running a video on You tube and so on.
 2) Bringing targeted traffic

Once you have the visibility, you do some kind of activity in

order to reach out to your potential buyers and bring them on
your website. It is consisting of two steps, which are:
Step 1: Reaching out to people who are looking for your
product or services.
Let’s suppose you are an advertising agency providing
advertising solutions and there is somebody who need
advertising solution in Delhi and he searches for it on web
typing in ‘advertising solution in Delhi ‘and your company
shows up with all other results. This person is actually
someone who is already looking for you and you only need to
reach out to him and bring him on your website.
Step 2
Reaching out to people who are not looking for your product or services but are a part of
your potential customer base.

3) Engagement
Your end objective is to get some sales, for that you
need to generate some leads and for generating leads
you must engage your customers, you must make them
do some activities on your website. Not everyone who
visits your website has a buying intention. So serve the
purpose for which they have visited your site, it could be
anything, they might have embarked upon your website
just like that while browsing the website so do some
activity to engage them. Let that person do something
on your website and this is what we call engagement.
 4) Lead Generation
Once you engage people, you generate leads. It can be micro
or macro leads. Now, what is micro and macro leads.

Micro Leads
Micro leads are those lead which although have been filled up
by people however they are not interested in buying your
product at that point of time. For example, a lot of people have
downloaded your white paper or e brochure or have subscribed
for your blog or newsletter and you got some information, you
got some activity going on your website by your target customer
however they are, at this point of time, not interested in your
product or services or rather not ready to buy them.
Macro Leads
Macro leads are those leads in which the person is more
interested to buy and they have filled up an important lead. For example inbound call, someone
subscribing for free trial or someone walking in to your center. Macro leads are actually those
leads in which chances of visitors getting converted into customers are higher.
Once you convert, it results into sales. You generate micro leads, you nurture them and convert
into macro leads, and then you nurture your macro leads and convert them into sales.

5) Measurement

Best thing about digital marketing is that it is not only cost-effective or has wider reach but that
you can also measure it at its every part. You can track and measure every single penny that
that you spend online. You can calculate ROI on every single penny spent, can figure out which
channel are not performing well and can make investments accordingly. Suppose a particular
channel isn’t performing well, so you can relocate that budget on a better performing platform.
This is how you can increase sales and increase revenue in same amount of money.
You do this through Web Analytics, which is the measurement, collection, analysis and reporting
of data over the internet for purposes of understanding and optimizing web usage.

6) Retention
The last step of digital marketing is retention. Retention is
getting the same customer back to your website and
selling again. You can do this through email marketing,
remarketing and so on.

So this was the digital marketing process in six steps,

starting from how to make your potential customers aware
of you to bringing them to your website, engaging them,
converting them into leads, converting leads into sales,
measuring the performance of marketing campaigns and
finally retaining the customers.

Inbound and Outbound Marketing – Which Is More

Effective?
Definition of inbound marketing
Inbound marketing refers to marketing strategies that focus on pulling audiences in instead of
going out to get prospects’ attention.

Inbound marketing pulls visitors in, increase brand exposure, and creates brand authority
through the creation of valuable content.

This new marketing strategy is called inbound marketing. Inbound marketing is slightly more
complicated and indirect compared to outbound marketing, but it’s a more effective way of
reaching your target audiences.

Below is an illustration of the process of an inbound marketing campaign:

What is Outbound Marketing?

Outbound marketing refers to any kind of marketing where a company initiates the
conversation and sends its message out to an audience. Outbound marketing examples include
more traditional forms of marketing and advertising such as TV commercials, radio ads, print
advertisements (newspaper ads, magazine ads, flyers, brochures, catalogs, etc.), tradeshows,
outbound sales calls (AKA "cold calls"), and email spam more information and promotional
material from you.
 Inbound Marketing Outbound Marketing
Permissive Interruptive

Pull tactics Push tactics

Two-way communication One-way communication

Marketers provide value Marketers provide little to no value

Customers come to you Customers are sought after

Channels: Search engines, referrals, Channels: Print ads, TV ads, radio,

social medias telemarketing…
 Benefits of Inbound Marketing
Inbound marketing works, here are some of the stats that demonstrate how well inbound
marketing works.
According to Hub spot’s report in 2013:

 79% of companies that have a blog reported a positive ROI.

 57% of marketers who blog monthly acquired a customer directly from their blog.

 77% of businesses that market directly to consumers have acquired a customer with Facebook.

Inbound marketing is a proven way to generate leads, drive

sales and grow your business.
The best news is that inbound marketing is less expensive than traditional marketing.
Outbound marketing is expensive because it usually broadcasts to a mass audience even if
they aren’t in your target demographics. You have to buy expensive media exposure and keep
repeating your message for it to work.
The cost per lead drops significantly for inbound marketing because online resources are
significantly less expensive than mass media. You focus on a target audience that is already
interested in your products. Inbound marketing results in a significant decrease in cost
associated with lead generation.
A marketing strategy that works and is less expensive than the alternative: it seems like a no-
brainer. Just look at the numbers below, according to a survey, 41% expressed that inbound
marketing demonstrated positive ROI for their company.

How to convert your traffic into leads?

Content marketing is one of the brilliant ways to fascinate traffic to a website. But converting that
traffic into leads is a real challenging task. Not all the traffic that the marketers are able to draw
to their website gets converted into the revenue, sales or leads!
Here are the few tips to convert traffic into leads that is all related to making the website visitors
your customers.
• Landing Pages:
Being one of the most effective ways to convert the traffic into leads, landing pages are
designed with a purpose to provide the information and collect the contact details. With constant
advancements in search engines, the search quality has improved a lot. Not necessarily, home
page of the website is shown in the search results, rather the one most relevant opens up.
Website with several landing pages adds on to the chances of more traffic on those landing
pages through referrals and the search engines and thus the chances of lead collection too
increases!

• Notification Bars:
Notification bars also known as the announcement bars usually flaunt on top of the website,
displaying the messages such as asking users if they want to allow the website to show
notifications or that contains the link to email forms or landing pages.
Such bars are generally the complete width symbols that are configured to stick on the top even
when the user scrolls down across the page. This fascinates the attention of users.

• Contact number on website’s home page:

With a contact number on top of the website’s home page, the company assures more reliability
towards the trust of its customers. This in turn makes the customers feel more comfortable with
the brand as they have an ability to talk to a real individual and they feel it easy taking while
taking out their wallet.
The company may not receive a lot of calls but it’s a belief that having a contact number on your
website gives satisfaction to the customers and other stakeholders. They easily get tempted
with the website services.

•Relevant Calls-to-action:
A suitable call to action acts as a key element in the marketing strategies for any website. By
adding relevant CTAs to the blogs and other content & non-content posts, marketing become bit
more effective at converting the traffic into leads each time.
The marketer must keep in mind that the powerful call-to-actions drive the visitors towards
taking the desired action of mentioning their names and contact information. And the posts must
include those CTAs which are relevant to the post.

• Include the Opt-in forms:

Opt-in forms on the website’s home page or below the posts is quite beneficiary as it assists in
enhancing the conversion rates. When the visitors like your website or content or services, they
will seek the ways to stay in contact with you. And the opt-in forms will help you to collect the
information of visitors in such a case.
Striking opt-in forms help in generating leads. Opt-in forms on top page of the website are
always useful. Moreover, the opt-in forms below the posts are also effective. After reading the
posts, people usually don’t know that what they are supposed to do. In Such a case opt-in forms
can hook them up.
Traditional Marketing VS Digital Marketing
What is Traditional Marketing?
The term traditional is in itself a broad term which incorporates different forms of advertising and
marketing. Traditional marketing is very much important for the development of any business
instead of the progress of new technology of online marketing. Mostly traditional marketing fall
under four categories:

 Print- This includes posting advertisements in magazine, newsletter, newspaper,

brochure, and other printed materials that are used for distribution.
 Direct Mail- The direct mail technique includes fliers, letters, brochures, postcards,
catalogs, and other materials that are printed and mailed directly to the customers or
targeted consumers.
 Broadcast- Broadcasting includes advertisements shown on television and radio and
other methods of advertising such as on-screen commercials in theatres.
 Telemarketing- This involves people who do cold calling to targeted consumers over
the phone to build up the rapport for growing of the business.

Advantages of Traditional Marketing

The advantages of traditional marketing over digital marketing are discussed below:

 Reach local audience: Use of traditional marketing can make your task easy to reach
the local audience. Radio is definitely the best option and the quickest way to advertise
your business and put across your message.
 Reuse and recycling possible: Online marketing will not require any physical material
like posters or pamphlets, but the sole advantage of having hard copies of the advertised
material is an added benefit. The fliers, posters, pamphlets, etc. can be reused and re-
read anytime and anywhere wherever you are located and for this, no internet
connection is required. These promotional media can also be kept for future use and
recycled.
 Familiar marketing mode: Traditional marketing is a familiar mode of advertisement for
older people and businessmen, as they don’t need any explanation about the
promotional material. They will accept the flier or pamphlet distributed, and will read it
whenever they get time and in no time, the old people would understand that it is an
advertisement for any brand or a product. Digital marketing is not a cup of tea for older
customers.
 Hard copy easily processed: Traditional hard copy marketing is always easy to
process mentally and recall in future.
 Greater exposure: Traditional marketing always has a high success rate. This method
of marketing is tried and tested method, and thus every businessman believes that the
traditional method will prove and provide them success. Online marketing might reach
most of the population, but there is no guarantee of reaching it to all the targeted
audience.
  New audiences: Traditional marketing will allow you to reach a large population and
across many demographics. You can use billboards, television, and radio for
advertisement. These will also spread your message across the various geographical
area and also reach your targeted audience, and it might be possible that new
audiences might get connected to your brand and business.

Disadvantages of Traditional Marketing

Although traditional marketing has been getting success in the past, there are some
disadvantages of traditional marketing too due to the increasing use of the internet in recent
years. The beginning of the enormous use of the internet, use of smartphones, iPods, tablets,
and social networking sites, small businessmen are also able to advertise their products using
websites and web pages through banners, social sites such as Facebook, WhatsApp, Twitter,
podcasts. These cost less compared to traditional marketing. Some of the disadvantages of
traditional marketing are discussed below:
 Static text: In traditional marketing, static text is used for advertisement. For example, if
you place an ad for your product in a newspaper and you run out of stock, then you
cannot edit your ad, and there will be many unhappy customers, and in this method, you
cannot interact with the customer. But in digital marketing, you can immediately update
your page or site about the stock and let your customers know about the situation.
 Lack of time to update message: In traditional marketing, you will not get time to
respond to the changes you wish to make in the advertisement as compared to the new
modern online marketing. In the traditional advertisement, you need to prepare your ad
well in advance even though if you want to publish your ad in the daily newspaper. While
by using the internet, small businessmen can easily change their ad in a few minutes.
 Expensive compared to online marketing: For putting ads on newspapers, or
distributing any flyer or pamphlet, you need to pay for it every time you plan for running a
campaign. But in online marketing, for any changes in the website, you don’t require any
additional costs. This can be done easily by the team who are working for sales of your
product. Traditional marketing companies will charge you for each delivery of fliers and
mailers, whereas in online marketing your ad is open to the entire World Wide Web.
 Customized Marketing not possible: In traditional marketing, the specific customer
cannot be targeted; the only specific market can be targeted. For example, in traditional
marketing, an ad is created for young ladies of a new style of purse or handbag. But in
online marketing, you can look at what a viewer is looking for and thus suggest products
of her choice.
 Provide less information: In traditional marketing, it is difficult to present complex
pricing options and offers for the product. The print media does not have enough space
to display all the different variations of the price and other offers, which might appeal to
the buyers. In the case of online marketing, you can offer your customer with various
options and appeal them to buy your product.
 Conversion of traditional media to online marketing: In recent times, many traditional
marketing methods such as newspaper, magazines are now going online so that people
can read the news wherever they are as nowadays internet is also available to most of
the population.
  Ignorance of traditional methods: Most people tend to ignore or skip the
advertisement more easily, such as they might not read the ad on the billboard or
banner, change the channel of the television when the advertisement or commercial is
shown, etc.
 Forced on the consumer: Traditional marketing is mostly forced on the customer, as it
is a part of their daily life. This type of marketing has a low response rate.

8 Reasons Why Digital Marketing Wins Over the Traditional

Marketing

The use of print ads on reporters and magazines is a simple example of traditional marketing.
Other examples include flyers that are put in mailboxes, commercials both on TV and radio and
billboards. On the other hand, when a business invest on building a website, advertising the
brand name through different social media such as Facebook, Pinterest, Twitter and YouTube,
this kind strategy is called Digital Marketing. Let us find out what traditional marketing vs. digital
marketing statistics say. Traditional marketing was a thing only because digital marketing did
not exist.

 Real time result

One of the primary disadvantages of traditional marketing is that the results are not easily
measured, and in many cases cannot be measured at all. In most cases, traditional marketing is
also more costly than digital marketing. In Digital Marketing we can see everything in real time
including, number of visitors, most active time of the day, conversion rates, bounce rates.
Newspaper ads, television ads, and the likes cost a lot. Online advertising on the other hand is
something even young entrepreneurs can afford right out of some saved up money.

 Brand development
Digital marketing vs. traditional marketing statistics can be measured but one thing these
statistics don’t take into consideration in comparison to online advertising vs. traditional
advertising is the brand image the online advertising gives rise to. We can have a whole website
instead of a column on a newspaper page. We can put forward things to people whenever we
want once our own a blog or a Page on social media. With this space, we can create a
consistent image for our Company. This is something one advertisement aired on the radio or
posted in the newspapers cannot give us. And will also help in branding our business.

 Higher exposure
Now, we can’t claim that a television ad or an advertisement on every newspaper in town is
going to cover the majority of the population. Any means of traditional advertisement is limited to
a certain locality.
With traditional marketing, we cannot really interact with our target audience. We need to wait
out for the responses to come in before we plan our next step. This is a long and tedious
process.

 Higher engagement
Online marketing allows us to engage our audience in real time. We can chat and discuss a lot
about our brand or company with the actual audience immediately. We need to be prepared to
invest that much time or a public relations team into the marketing budget.

 Quicker publicity
Very much due to the real time results of online marketing, we get instant publicity. If we don’t,
we at least instantly know that this particular ad isn’t working for us. Traditional vs. digital
marketing is an almost unfair comparison here because the former has no scope to deliver in
this regard. Whereas with the latter, there is a chain reaction of shares and comments helping
us reach new audience and earn new visitor every nanosecond.
 Strategy Refinement
The very point of getting results and the analytics in real time is to be able to catch up in real
time. When we know how things are going down, we will have a chance to improve them from
bad to good and good to better. With traditional marketing, a host of negative feedback won’t
bother us much because our business might already have gone down the drain by the time we
receive them.

 Easy analytics
With online marketing we instantly know what is working for us and what isn’t via Google
Analytics. We can measure the inbound traffic, bounce rate, conversion rate, profit, and the
general trend of interested audience, all in real time.

 Good for All Stages of Fields

There are certain matters in which online advertising takes precedence with due course in the
battle of traditional marketing vs. digital marketing. We don’t have to worry about the size of our
business and staff to reach the maximum potential of our online presence and advertising. With
traditional advertising, smaller businesses are at disadvantage. Virtual expansion does not
require large number of real people handling things.

Combining both marketing methods helps a company reach a wider range of their
audience.
Traditional and digital marketing methods used together are an excellent way for companies to
reach more customers and create more conversions.
Both digital and traditional marketing offers many benefits to businesses. While most people are
online nowadays, traditional marketing still has leverage in the marketing world. This is because
not everyone is online all the time.

Benefits of Combining Digital with Traditional Marketing

When a company is deciding whether to implement their marketing efforts online or offline, it is
important to remember that both mediums offer different results, depending on the product
being marketed. To generate the best, most effective results, it is a good idea to market both
online and offline. It is a good idea to market both online and offline because this will attract and
convert more people than just marketing in one medium. Not everyone is online all the time so
this is where traditional marketing comes in to fill the gap.
A good example of why companies shouldn’t put all their eggs in one basket is Pepsi. Pepsi
decided to switch entirely from traditional marketing to marketing on social media. This caused
them to lose a lot of money because social media only covers a portion of their audience. When
a company isn’t using all the tools available to them to reach their entire audience, they will lose
out on a lot of sales and face the potential of making people feel alienated.
Many people still listen to the radio, watch television and read the newspaper and magazines.
Traditional marketing is not dead. In fact, digital marketing is essentially traditional marketing
digitized. The trick to incorporating both online and offline marketing methods is to tie all
marketing efforts together.
When a company comes up with a marketing campaign, they need to ensure that they are
gaining the customer’s attention, like with online and social media ads, then retaining that
attention, like with promotional coupons or billboard ads they see on their daily drive.
Incorporating both marketing methods that tie together to send the customer through the sales
funnel will provide businesses with the best conversion and sales results.

Making Digital and Traditional Marketing Work Together

When companies use both marketing methods, they cover all their bases to ensure that they
reach their entire audience. Traditional marketing is passive marketing and customers are most
likely passively participating. A great use of traditional marketing is to create a call to action in a
magazine ad or television commercial. This call to action should enforce the viewer to visit a
website or somehow to participate in a digital experience and transform them into active
participants. This is an excellent way to get both traditional and digital marketing to work
together.
Another way to get both traditional and digital marketing to work together is to deliver a
personalized experience to your customer. Traditional marketing uses demographics like age
and location, as well as, psychographics like interests and lifestyle. This information can be
used to target specific audiences with a particular Ad. This ad can also use a call to action to
lead viewers online to continue their personalized experience in a digital format. Using calls to
action in traditional marketing to encourage customers to continue their experience digitally is
an excellent example of the major impact digital marketing can have on traditional marketing to
enhance a company’s marketing efforts.
Digital marketing strategies integrate with traditional marketing when customers are offered calls
to action that lead them from one marketing method to the other. Combining marketing methods
is the best way to guarantee a company’s audience is reached effectively. When a company
uses every method available to them, they will reach and convert more viewers to their
business.