• Tuesday, July 23, 2024
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BusinessDay

Rethinking Traditional Advertising: Victor Adewole’s Power of Integrated Marketing

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I began my career with old-generation companies that relied heavily on traditional advertising- think print media, billboards and television commercials.

These methods had served them well, delivering measurable results and establishing a solid market presence.

My challenge was to introduce digital marketing into their confirmed systems, convincing skeptical directors of its value. It wasn’t an easy task, but by presenting clear data and achieving incremental successes, I managed to make a compelling case for digital integration.

First, let’s debunk the notion that traditional marketing is old fashioned. Traditional advertising channels possess an enduring influence and reach.

Even as we advance into the next fifty to a hundred years, traditional media will continue to play a crucial role in reaching a broad and diverse audience.

For instance, a well-placed television commercial can reach millions in a single airing, capturing the attention of viewers across different demographics. Billboards and print ads, while seemingly passive, have a lasting visual impact that can reinforce brand recognition and reputation.

However, the emergence of digital marketing has revolutionized the advertising landscape, introducing tools and techniques that were unimaginable just a few decades ago. Social media advertising, in particular, has been a game-changer.

The Meta platforms being Facebook and Instagram, then LinkedIn, and to an extent, Twitter provide marketers with capabilities to target specific audience segments based on demographics, interests, and behaviors. This precision targeting allows for highly personalized marketing messages, increasing the likelihood of engagement and conversion.

Moreover, digital marketing offers robust analytics and insights. Unlike traditional advertising, which often relies on estimated reach and subjective interpretations of success, digital marketing provides real-time data on campaign performance.

Metrics such as click-through rates, conversion rates, and customer engagement levels offer concrete evidence of what’s working and what’s not. This data-driven approach enables continuous optimization and fine-tuning of marketing strategies and campaigns to maximize ROI.

I learned something new, however. Prior to my experiences with these companies, I was a staunch advocate for the banishment of traditional advertising and a total adoption of digital systems for advertising. I realized that completely dismissing traditional marketing would be a grave oversight.

The real power lies in the integration of traditional and digital marketing, creating a synergistic approach that leverages the strengths of both. Here’s my opinion and some of my reasons for rethinking an integrated approach:

Wider Reach: Traditional media has a broad reach that digital platforms alone cannot match. For instance, older demographics or regions with limited internet access might be more effectively reached through traditional channels. By combining both methods, you ensure no segment of your potential audience is left unharnessed.

Brand Credibility: Traditional advertising often carries a sense of legitimacy and trustworthiness. Yes, I believe you’re thinking along with me right now. A well-crafted TV commercial, a billboard or a prominent newspaper ad can buttress a brand’s credibility, which can then be reinforced by engaging digital content. Only digital contents might not give you that credibility as anybody, legit or not can post contents, uncensored.

Integrated Campaigns: Imagine launching a TV campaign that drives viewers to a social media contest or using print ads with QR codes that lead to an exclusive online experience. Such integrated campaigns create multiple touchpoints with consumers, enhancing their overall brand experience and increasing the likelihood of conversion.

Cross-Channel Synergy: Each medium supports and enhances the other. On several occasions, we ran radio ads that redirected prospects to our digital platforms. Given the limited time to inform listeners about our new products, many would visit our social media channels to get further details about these products.

Firsthand, I’ve seen the success of integrated campaigns. For instance, in a promotional campaign project with a major retail brand recently contracted to my advertising agency, we had combined traditional and digital tactics to launch their new product line.

We employed a radio presentation strategy to generate initial awareness and excitement, which was then amplified through social media engagement and targeted online ads. This cross-channel synergy approach not only increased overall reach but also significantly improved engagement and conversion rates.

My final thoughts would be, while digital marketing offers revolutionary tools and capabilities, traditional marketing remains very much effective. The future of marketing lies not in choosing one over the other but in harnessing the power of both.

By integrating traditional and digital strategies, businesses can create comprehensive, effective campaigns that reach diverse audiences, build lasting brand loyalty, confirms credibility and achieve remarkable results.