It might already be pretty clear from the above examples! but I want to break down some of the reasons why traditional marketing is still important alongside digital marketing.
Trust
Connecting with potential customers is at the heart of marketing. And recent surveys show that when asked about their most trusted advertising formats! traditional marketing channels fill out the top slots! with print ads ranking first.
So! even if it seems like we live in a digital marketing landscape! when it comes to trust! what’s tried and true works better.
Loyalty
Given that I hardly receive mail anymore! I was surprised to learn that direct mail ranked third in the same trust surveys.
In addition! according to a 2024 post cambodia telegram data from the Data & Marketing Association! personalized mailings are set to make a comeback with contemporary marketers for their ability to convert into long-lasting loyalty.
Reach
That makes you a perfect audience for ads in that channel.
Cold-calling was the other one I wasn’t so sure of. But just like direct mail! cold-calling effectiveness is on the rise — and again I was surprised by the numbers.
Cognism’s 2024 State of Cold Calling Report announced that the success rate of B2B cold-calling doubled from 2023 to 2024 (from roughly 2% to 4%).
Pros and Cons of Traditional Marketing
Compared to digital marketing! traditional marketing has both pros and cons.
Pro: Local Audiences
Traditional marketing is great when you want to reach a local or niche community. If you’re operating in a small market! highly-specific ad placements can help you reach the right people.
Pro: Repetition
Another advantage is repetition of ads. And it’s not just with TV commercials or radio jingles that might get stuck in your head. When thinking about OOH! it’s easy to imagine how walking past the same bus shelter billboard daily increases brand visibility and awareness.
Pro: Credibility
And that leads me to credibility. With brand recall! especially in the public spaces we occupy on a daily basis! ads start to feel familiar! like any part of the environment! and add to credibility.
Con: Cost
Traditional marketing can be pricier setting realistic goals than digital marketing. In 2024! an average newspaper ad could run upwards of $750! while an online ad 3-5 cents per click.
Beyond that part of the budget will be wasted on casting a wide net and getting your ad in front of people outside your target.
Con: Targeting
This brings me to precision targeting: it’s an integral part of the digital marketing world — and a part that traditional marketing really can’t compete with. If you need granular segmentation! none of the marketing channels above will give you that.
Con: Measurability
Alongside the inability to precisely zoom in on certain target audiences! measuring the results of ad campaigns is not as straightforward as with online marketing.
There are no real-time results or optimizations. And the process of changing an ad will take longer if you realize it’s underperforming.
Can traditional and digital marketing really work together?
Absolutely. My biggest takeaway after business sale lead sinking my teeth into the stats is that not only is there room for both strategies to exist! but it can be an advantage to double up and use them together.
