Every business wants to grow and develop a strong client base. To do so, businesses develop effective marketing plans. These plans include both traditional marketing methods as well as social media marketing methods. While social media can help reach more people, there are advantages to using some traditional methods.
Social media marketing is the process of gaining traffic or attention through social media sites. This form of marketing implements several social media networks in order to achieve marketing communication and branding goals. Social media marketing primarily consists of social sharing of content, videos and images as well as paid social media advertising.
Traditional media marketing is any type of promotion, advertising or campaign. Methods of traditional marketing can include print advertisements, such as newsletters, billboards, flyers and newspaper print ads. Some other forms of traditional marketing include television spots or commercials as well as radio spots advertising.
Traditional media is one-way communication that does not create engagement or promote word of mouth. According to Nielsen, 92 percent of consumers believe word of mouth more than traditional advertising, which is why combining it with social media marketing is so effective.
However, social media marketing and traditional media marketing both have the same goal of reaching consumers. They should follow a marketing plan that is directed towards the consumers.
I just completed a marketing internship at the University of Florida’s Career Resource Center where I handled the social media marketing. Our target audience was UF students and alumni, which heavily use social media so our marketing efforts were more focused on this method. We created monthly content calendars that correlated with the marketing plans that utilized traditional marketing methods such as flyers. All our events were scheduled as Facebook events and tweets were sent out with information about events at least one day in advance. Digital versions of flyers were also posted to social media.
Another great example of a company that integrates both media marketing platforms is the shoe company Lola Shoetique. This company promotes their sales across both social media and traditonal media so well that even if you do not need shoes or are not thinking of buying any, you will want a pair after seeing their promotions. They utilize multiple social media networks such as Instagram, Facebook, Twitter and Snapchat. All of which they update regularly. Whenever you order from them, they include a flyer with new products and coupons in the the package. This is a great way to retain customers.
Traditional marketing methods will never be obsolete. To truly reach the greatest amount of consumers, both social media marketing and traditional media marketing should be coordinated together in a marketing plan.