noun. | tra-dig-i-tal | \trə-\di-jə-təl\
—a combination of traditional and digital techniques, methods, and channels
—MOSAIC’s approach to effective, awe-inspiring, and high-impact client solutions
While much business has moved online, a significant portion has not. Most large sales and high-ticket items are still purchased offline and for the most part, we still experience the world by physically walking around in it. That means business-to-customer touchpoints happen both in person and online.
The best growth results come from using traditional efforts—billboards, print, radio, and TV—in tandem with optimized digital channels such as websites, social media networks, online advertising, mobile apps, and interactive media. As the Executive VP of Coca-Cola North America Sandy Douglas recently put it, “The clicks are looking for bricks and the bricks are looking for clicks.” Since all your options for a tradigital campaign can feel like a maze, we’ve put together some key tips that will help you map them instead.
Tip #1 AUDIENCE DRIVES STRATEGY. Your target audience is the blue dot on your GPS that tells you where your trip should begin. No matter what changes and developments are in store, the crucial starting point of any marketing strategy will always be an unrelenting focus on audiences. Be vigilant about keeping your current and target audiences front and center when choosing which channels to use or not use. Be careful not to get so caught up in being on the cutting edge of marketing that you lose objectivity about what is pertinent and relevant to your audience.
Tip #2 MILLENNIALS DO TRADITIONAL. A variety of researchers and marketers have found that millennials consume similar amounts of print, radio, and TV media as other age demographics, typically measured in hours per day. Simply put: you should discard arbitrary conventional notions like “print is dead”, because they may send you down the wrong path. Be careful not to make assumptions and end up throwing the baby out with the bathwater. It may be just as misguided for a company to have a digital-only marketing plan as it is to have one that’s only traditional.
Tip #3 EVALUATE CHANNELS INDIVIDUALLY. Trying to do everything on every channel is not a strategy. Evaluate each traditional medium and every digital option individually. You don’t have to be on Facebook just because everyone else is; you only need to be there if that’s where your customer is. Your customers may not be into podcasts, but find out if they’re listening to the radio every morning and evening on their work commutes. After this initial evaluation, do some testing to see what gets the best results, then finalize the combination of channels that will form your tradigital strategy.
Tip #4 DATA DRIVES DECISION-MAKING. The beauty of digital is the tracking it enables us to do, but traditional mediums are also trackable. To refine your approach, ask these basic questions: Are you putting short links and social handles on your printed marketing materials? Are you using a CRM system effectively to track traditional efforts like direct sales calls? Are you keeping track of what content gets the best results and re-purposing it on additional channels? Once you set up good ways to capture actionable data, more informed decisions improve your chances of seeing a great return on your tradigital investments.
Tip #5 SIMPLER IS OFTEN BETTER. Yes—big and real-time data, understanding domino effects, predictive analytics and more give us the means to be smarter. The age of trial and error is in the past; now we’re testing and proving. However, avoid going down rabbit holes with data or making your campaign cluttered because you’re trying to incorporate every trend. Use the latest tools and compelling metrics to simplify your marketing strategy. It doesn’t need to have bells and whistles—it just needs to be effective.
Once you work through these tips, you will have a great start on tradigital strategy. As Sree Sreenivasan, former Chief Digital Officer for the City of New York, Columbia University, and the Metropolitan Museum of Art, states, “Everyone should be tradigital.” With a tradigital mindset, professionals in any role or industry can find the best way to connect with customers where they live: in a seamless world of physical and digital experiences.