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Offline In The Digital Age: Why Traditional Advertising Isn't Dead
By: Forbes
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In today’s crowded marketplace, businesses (both B2B and B2C) are fighting to get their brands noticed. Marketers have a plethora of tools to choose from, whether they decide to use a solely digital strategy or incorporate a blend of both traditional and digital tactics. More importantly, brands need to begin thinking like their customer and understand how their target markets are accessing information and consuming content.

Digital marketers are obsessed with pay-per-click models, but that doesn’t mean companies should forget about offline marketing strategies. While it is much more difficult to specifically measure offline marketing such as billboards and paper ads, it is a good way to increase your brand’s awareness, and it brings your brand into the real world.

The challenge many businesses face is finding the creativity to craft compelling ads that not only capture people’s attention but also communicate an informative message in a short amount of time. For example, a billboard advertising a film needs to find space to include the movie title, release date, and a catchy tagline if possible. Such a billboard is likely to be placed along a stretch of road where drivers have only seconds to read and digest the message. And traditional marketing is often a one-way street because advertisers using traditional methods of marketing are making impressions on consumers by talking to, or at them. Contrast this with social media, where marketers can foster a dialogue between brand and consumer through mediums like Facebook and Twitter.


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About the Author
This article originally appeared on Forbes.com. You'll find a link to the original after the post. www.forbes.com
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