Strategies to Balance Digital and Traditional Media

In a world where digital marketing seems to be the norm, it can be difficult to know where traditional advertising and label printing fits in, let alone how to effectively combine the two. The truth is that traditional advertising is just as powerful as it used to be. In fact, traditional advertising is a great way to get your customers to the digital portion of your digital advertising campaign.

Just like with anything, it’s important to strike a balance between traditional and digital in your advertising campaign. And doing this is as simple as following an age-old marketing principle.


The acronym “AIDA” stands for attention, interest, desire and action. It is the blueprint by which most marketers map their strategy. Grabbing the reader’s attention comes first; once attention has been obtained, interest can be generated in a company by focusing on its benefits to the customer. Next, a desire for the product or service by the customer must be generated before they take action by purchasing that product or service.

All AIDA principles can be implemented by combining traditional with print media.

Offline to Online

There are several ways to link offline advertising with its online counterpart. One way is to announce an online promotion or another incentive on offline advertising. So for example, a flyer or leaflet could announce your LinkedIn or Facebook promotion. Both sites require membership in order to view items like promotions. If your reader signs up with these services, you can advertise to them using both types of media.

Using Traditional Ads on Social Media

Another way to bridge the gap between offline and online is to post a scan of your flyer, leaflet or brochure on a social media site. Instruct readers to look for your flyer in designated areas in a city or in a local newspaper where it can be found.

Direct Customers to Your Online and Offline Presence

You can use traditional media like business cards to encourage customers to find you online. Listing your Facebook or Twitter address on your card could garner you more followers. Plus, these individuals will already be pre-qualified, having been interested enough in your business card to learn more about you online.

In contrast, you can direct customers to your offline business by offering things like in-store only promotions. Social media also provides you with a great amount of control over how long to keep your posts active. So for example, you can remove your in-store only promotion post after a certain period of time. This will give customers the exclusive, club-like atmosphere that lets them know they are important to you which can make them more likely to buy from you.

Understanding how to balance your online and offline efforts has several benefits. Not only will it make it easier for you to reach potential customers, but it will also make it easier to engage customers. When a campaign is balanced, ongoing loyalty between customer and brand can be built, resulting in ‘bread and butter’ long-term sales.

Indeed, the combination of online and offline marketing strategies is a powerful tool that can be used to advertise virtually any product or service. The best marketing advice can be obtained from a professional marketer or graphic designer. At the end of the day, the seamlessness of your advertising campaign will have far more value when you speak with a professional. Of course, there is no replacement for the security of having an attractive logo for your product labels and other items.

Is Print Media Extinct?

You may wonder, in these days of digital marketing whether print media actually has any value to your advertising campaign. After all, virtually everyone has a mobile phone, and no one reads the newspaper anymore, do they?

The truth is that traditional print media is as powerful as it’s ever been. Marketing pros know that an effective mix of promotional materials is not complete without both print and digital media. Both elements must work together seamlessly for a brand experience that moves easily between digital and physical. However, what are the elements that make up an effective traditional print media campaign?

Direct Mail

Direct mail was the most effective way to get the message out about a company as recently as 20 years ago. And it still has the same punch; research has revealed the power of direct mail. When one reads print, a different mechanism is engaged than the one when a person reads online material. Online, a reader tends to place their attention on several things at a time. However, offline reading is more focused, with the reader placing their attention on a single element at a time.

Magazine Advertising

Advertising in magazines can have dual impact; not only does it expose potential millions to your brand, but it also aligns your brand with the magazine’s image, which can make it easier for readers to remember you. Magazines are already targeted to a particular audience, meaning that your ad could receive some quality attention.

Newspaper Advertising

Just like magazines, newspapers are targeted to readers. However, they are more focused on opinion than on buying motivation as with magazines. Those who read newspapers do so because they seek information and wish to educate themselves. Tailoring your message for newspapers can be as easy as crafting an op-ed piece which informs readers about your opinion on a subject. Alternatively, you may wish to consider a spotlight piece which devotes a page or more to what you do.

Catalogue or Brochure

These forms of traditional advertising are designed to help the undecided make an informed choice. Not only that, but they help ensure that your business stays in the forefront of customers minds. The key to success with catalogues and brochures is usefulness; the more useful a customer finds your brochure or catalogue, the more likely they will be to keep it. Ensure that the information in your catalogue or brochure is as ‘evergreen’ as possible. This means content that will not ‘age’. For example, providing useful tips will work better than talking about recent news headlines.

Leaflets and Flyers

Otherwise known as door drops, the delivery of leaflets and flyers can also have a great impact on your marketing efforts. As well, they can also bridge the traditional and digital gap. Your leaflets and flyers can contain a QR code, special tracking links and similar elements that can bring your customers to your online door.

These all represent varying channels that can be used to communicate with your potential and existing customers. They each also possess their own strengths which you can exploit to grab and retain the attention of your customers. Print media offers you a higher degree of security beyond that which simpler marketing like that on product labels can supply; it gives multi-faceted information about your company that readers can use to improve their own lives, or at least associate with publications that are already helping them to do so. A professional print marketing professional can advise you on the best combination and course of action for a campaign that combines both traditional and print advertising.