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Finding Balance: Digital & Traditional Marketing Synergy

Finding Balance: Digital & Traditional Marketing Synergy

Digital marketing (also referred to as “modern marketing”) is a form of marketing that involves online and internet-based technologies, platforms, and channels to promote services and products. Traditional marketing promotes services and products through non-digital means—the four main types being print, broadcast, telephone, and direct mail.

As the world becomes more digital-first, small business owners must recognize that traditional marketing still has its place in any effective business strategy. A healthy mix of digital and non-digital marketing efforts is the best way for startups and small businesses to maximize their growth. And though striking the perfect balance between digital and traditional marketing efforts may seem challenging, it’s entirely within your reach— here’s how:

Key Digital Channels for A Successful Marketing Strategy

Thanks to the development of all things digital, businesses can now reach more consumers than ever before. However, the simple act of bringing your business online doesn’t automatically mean more customers, higher sales, or greater profitability. You still have to put some elbow grease into it! Here are just a few of the digital channels that make up an effective marketing strategy:

Traditional Marketing Techniques That Matter

  • Face-to-Face:

    Speaking of “traditional,” it doesn’t get more old school than in-the-flesh marketing. According to a Management Events survey, 79% of top-level executives use face-to-face meetings for lead generation. What’s excellent about in-person marketing is that it allows both the marketer and their lead to read body language and adjust their interaction accordingly. However, in light of the current pandemic, face-to-face interactions are few and far between. This makes virtual meetings an excellent option. Video chats held over Zoom, GoToMeeting, Teams, etc., offer many of the same benefits as face-to-face interactions while keeping everyone’s health and safety at the forefront.

  • Print Advertisements:

    As of 2019, 33% of Millennials are using ad blockers. On the flip side, 62% will read print ads instead of discarding them. Digital fatigue also leads consumers to be more receptive to print advertising, according to Hubspot. Consider putting out a physical ad through a local partner, such as being part of a welcome packet for new residents.

  • Direct Mail:

    According to Hubspot, the United States Postal Service (USPS) claims 67% of consumers feel isolated during the current pandemic, and 42% now look forward to mail due to social distancing guidelines. What’s more, millennials are more likely than Gen X and Baby Boomers to respond to direct mail, with 67% reporting they “frequently and occasionally use marketing mail as a prompt to go online.” Postcards, promotional offers, brochures, and even physical review cards that prompt customers to leave you a review are all effective ways to utilize direct mail marketing.

Synergistic Marketing: How to Balance Digital & Traditional Channels

Operating both digital and traditional marketing channels synergistically is an effective way to get the most out of your marketing efforts. But how can a balance be found between the two?

  • Meet Your Customers Where They Are:

    Today, the internet of things (IoT) plays a crucial role in almost everything consumers do. It also gives brands more exposure than traditional marketing at a fraction of the cost. However, not every consumer uses every facet of the digital world. As a business owner, you must know which channels your target demographics are using and then optimize your marketing strategy to meet your consumers where they are (not the other way around!). This may mean placing a heavier emphasis on social media advertising than print advertising, or vice versa. Consumer behavior will dictate which approach works best for your brand.

  • Consistency is Key:

    One aspect of brand-to-consumer communication that must be upheld at all times is consistency. Brand consistency builds consumer trust and boosts perceived reliability, thereby increasing the likelihood that consumers will want to buy your goods or services. So, ensure your messaging remains consistent across all digital and traditional marketing channels. This means conveying the same messaging on your signage and storefront as you do on your digital channels and vice versa.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office