For all the messages out there telling you traditional and print media aren’t dead, there are dozens more telling you they are. The shiny newness of digital can easily blind marketers to the value of the age-old tactics of traditional marketing — or as we’re now calling it, “tangible marketing.”
Let’s get something straight right away: we love digital marketing. But we love it as a piece of your entire puzzle — not the only one you shoehorn into each and every campaign. And for every good, reputable digital advertising company, there are again dozens more who are less-than-good. And their sales teams are calling us (and our clients) trying to sell a digital-only media plan. Our approach to a media plan takes a more 360° view of things: we’re hard-pressed to think of a client who should only use digital advertising.
Now that that’s cleared up, let’s talk about why we’re calling it “tangible” media. Aside from the fact that “traditional” makes these tactics sound outdated, “tangible marketing” communicates many of the advantages of these tactics.
It’s definitely born partly of the smoke-and-mirror frustration of digital; often the only proof of performance you get are mocked-up screenshots and a spreadsheet of stats. It’s usually a good thing that you aren’t being served your own ads (depending on your targeting), but there’s something comforting in being able to touch, hear, or see your messages out in the world. And there is something vitally important about that tangibility to establish a connection with your customers.
Tangible marketing is also still (more often than not) the best way to reach the most customers at the same time. It delivers that top-of-the-funnel branding and awareness that’s critical at the beginning of a new campaign. This makes it ideal not as a total replacement for digital, but as a layered tactic.
Tangible ads can help prime your customers so that when they see your digital ad, they’ll be more ready to convert. Tangible marketing can even help drive search traffic that creates an opportunity to capture and retarget these now-warm leads with digital ads.
Even more exciting than layering tangible and digital tactics are the new marriages of digital data to tangible media targeting strategies. So now you can take digital data to build an audience profile and then target those audiences at scale. A match made in media heaven!
So when the next rep cold calls you and works hard to convince you that digital ads are the only way forward, remember to consider it in the context of your goals, your sales funnel and your existing strategy. How would this tactic support your goals? Are you ready for that stage of the funnel, or do you need more awareness? Is your digital ecosystem set up to make the most of these possible clicks?
Ready to take advantage of this marriage of digital and tangible tactics?