DIGITAL MARKETING THAT produces results doesn’t come free; it’s just another marketing channel along with TV, radio, direct mail, newspapers/magazines and billboards. Yet these others are now called “traditional” marketing – as if that was the “old way” of doing things. Can traditional marketing still produce a return on investment (ROI) at your point of sale?

The answer is an emphatic yes: traditional marketing platforms are not dead, but thriving and delivering great ROI! Here’s why.

• A 2017 study by MarketingSherpa showed that consumers trusted newspaper ads 26% more than search engine ads, which were the most trusted online advertisements.
• A 2018 study by the Data & Marketing Association showed that direct mail had an average response rate of 9% for home listings, compared to 1% for email, online display, paid search and social media. With a compelling call to action (CTA), you can see great ROI with direct mail.
• Broadcast and cable television have seen huge increases in viewership over the past two years, with news networks contributing to this increase in numbers.
• Since the average American spends 20 hours a week in a car, billboards can be an effective way to advertise a sale/event – or you can place a specific CTA on the billboard to measure its efficiency.
• Radio is a powerful platform that combines story, human interest and content. There is an established connection with listeners through DJs and local connections. It is also a very cost-effective way to reach a large number of people.

Once you’ve set a marketing budget (which should be 3-10% of your total revenue), the next step is to figure out which platforms will be best for your message. What will drive brand awareness most effectively? Where do you reach more people? Look at the traffic count when selecting billboards. Remember that just posting on your social media platforms can miss a lot of your followers unless you are doing a paid campaign. Compare the reach figures for a paid digital campaign to the reach of a radio flight on several different radio stations. Consider buying high viewership television programs or a direct mail campaign that reaches the best neighborhoods in your designated market area.

There are so many choices in marketing that it can sometimes seem overwhelming. Do your research, look at what the platform will reach in terms of population in your desired demographic, and compare the cost per thousand to determine the most cost-effective platform for your message. Maybe pick one or two platforms to dominate and see how they deliver results. Try different platforms with your next call to action to test what generates your best ROI!