Online advertising can increase your brand’s reach and exposure, but that doesn’t mean all of your prospective customers are online. Even though the majority of consumers turn to the internet first to find a product or service, there are still consumers who either don’t have immediate access to the internet or just aren’t as tech-savvy. Using traditional marketing methods can help to supplement your brand’s exposure and make up for the prospective customers you miss out on by only using online marketing methods.
Traditional mass media, such as billboards, television and radio, allow you to reach a large population across many different demographics. The audiences of mass media are spread across a vast geographical area, and by reaching such a large number of them, your brand is bound to get noticed by new audiences that you may not have been targeting. This wide circulation of brand exposure is one advantage of traditional mass media that isn’t the strength of today’s digital and internet advertising methods.
Traditional advertising and marketing allow your brand to cross paths with consumers and interact with them on a more personal level, more than what you would be able to do online or digitally. People prefer human interaction and rely on relationships in all aspects of life. When it comes to determining what they want to spend their money on, consumers will most likely choose the business they feel has a genuine interest in their lives and that they have a connection with. Traditional methods of marketing and advertising, such as sending a birthday card with a special offer through direct mail, allow your brand to establish a personal connection that may get them to your store or on your website.
In a digital age, it’s a nice change of pace to receive hard copies of a brochure or other printed material that consumers can look through at their own leisure. Even business cards are still extremely effective in serving as reminders of your business, and they can be kept with consumers as at all times for even more convenience. Tangible items are good ways to bring your brand to the consumer, rather than relying on them to find your business on other platforms, and possibly finding a competitor instead.