According the The Drum, digital marketing commands over 50% of total UK ad spend, in the last 22 years online advertising has become the most important marketing channel for brands due to being highly targeted and flexible.
But traditional marketing efforts shouldn’t be forgotten about, and easy implementations into your marketing plan can return increased revenue. Here’s why your business shouldn’t discount the benefits of traditional activities.
It is well known that the print sector has been drastically impacted by the rise of digital marketing, it seems like not a week goes by without the announcement of another prestigious magazine or newspaper closing its news room. But outdoor advertising revenue hasn’t been affected by the digital surge. Outdoor advertising can be described as the oldest form of advertising we have, even the ancient Egyptians were carving hieroglyphics into walls to send messages to each other and even today you can’t step foot outside without coming across some form of billboard or poster marketing.
As a business one of the most important things you can do is ensure your branding is consistent, without a clear message across all marketing channels your business will lack identity and in turn could result in customers losing loyalty in your brand.
To ensure your branding is consistent it is important to create unified brand guidelines, these should be based on the following factors:
- Brand colours
- Tone of voice
Even in the rise of digital marketing, everyone still loves a freebie, adding your logo/branding to useful items such as pens, t-shirts and personalised keyrings. Branded merchandise is a great way to unify your branding and ensure your brand is at the forefront of customers minds.
Mailshots have taken a backseat in recent years thanks to the influx of online advertising but year on year email marketing can always be relied on to deliver ROI. Thanks to a significantly low cost set up fee, targeted email campaigns can be a great addition to your businesses monthly marketing activity. Once you have tested the success of your mail shots, it could prove to be a worthwhile investment to purchase specialist software such as Active Campaign, so you can easily track, evaluate and ultimately grow from the results of your mail shots.
Don’t forgot to consider these channels when creating your next marketing plan. By combining both traditional and digital approaches you will see a far bigger ROI.