As more marketers see the value in well-integrated campaigns, they expect their creative ideas to transcend mediums, such as out-of-home, TV, radio, social media, websites and streaming services. While digital is instant, measurable and relatively cost-effective, it is important to note that audiences have their channels of choice.
Here are three insights to create effective campaigns that transcend digital and traditional:
1. The active and passive approach
When using traditional and digital channels, it's essential that your brand remains relevant to different audiences. Younger audiences can be reached via digital platforms, while still keeping in touch with core audiences through out-of-home and print advertising.
Utilising a combination of traditional and digital platforms allows you to reach more potential customers through immediate digital communication, (which is active) and create brand awareness through traditional channels (more passive). But you must bridge the gap with a single-defining-idea central to all channels.
2. Multiple channels of communication
Instead of placing all your communication eggs in one basket and hoping for the best, it's vital to split your communication through different channels. This allows for different media formats such as video, static and print, but also reaches a larger audience through their preferred platforms.
For instance, digital platforms will attract a new market as consumers prefer to do their own research on your brand, whereas traditional platforms cement the legacy of your brand through smart and effective creative.
3. Make it better, but personal
In an era of fast-fashion, fast-food and instant messaging, your brand needs to set itself apart through personalisation. Consumers aren't interested in mass-marketed, mass-produced content.
They want an experience tailored to them that feels exclusive and personal. Digital allows marketing professionals and their agencies to interrogate data, understand user behaviours and personalise outputs based on insights.
By integrating these core insights into your marketing strategies, you have the ability to own and earn media, communicate directly with your audiences and create campaigns that communicate with different generations.
To harness the power of integrated traditional and digital communications for your brand, get in touch with a team that knows how to take your brand from billboards to borderless devices.
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