Is It Time to Let Go of Your Traditional Media Plan?

Many marketing managers might be under the impression that traditional media is a thing of the past and should be abandoned for the shiny new high-tech channels now available. While any business would be neglectful to not invest thought and funds into including websites, social media, and mobile optimization into their marketing plans, they should not be so quick to abandon the tried and true traditional options. Instead, it is better to rethink how they work together.

No one can doubt the huge impact that the internet has had on marketing. Even fifteen years ago, a company could get by with little or no web presence. Now, they not only need a highly polished website, but also social media accounts, blogs, online video production, investment in SEO keyword strategies, and mobile device optimization. This wide array of must-haves can be daunting for even the savviest of marketing professionals. It can be tempting to simply forgo traditional media, to save time and money, especially since the old designs don’t seem to mesh with the new-and-improved internet layouts. However, this option leaves out all of the benefits of those traditional marketing channels.

Instead, the answer is to focus on the company branding standards and the ideal customer. Rather than spreading the marketing budget thin maximizing everything, pay attention to what reflects the brand image and will be helpful and attractive to the ideal customer. Rework the designs of traditional and new channels so they all have the same feel. Then, cross-pollinate your channels. Include mentions of a print ad on the website (“Look for our ad in Popular Attorney Magazine”) and a social media mention in the print ad (“Like us on PeopleBook”). By staying focused on the core concepts of the company and customer, it is possible to weave together a variety of channels, including new and traditional media options. This allows a company to maintain branding guidelines throughout, and end up with a complex, but cohesive image with smart design that leverages traditional media strengths.

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