Identify the Digital Counterparts to Your Traditional Marketing Components

Your digital strategy can’t stay in a vacuum, where only “purely” digital marketing is considered. The line between traditional and digital is more than blurred – it’s virtually gone. It works both ways: digital marketing can have traditional marketing components or support, and vice versa. Here are four types of traditional marketing that can fill out a digital strategy:

Network Marketing Can Help Refine Your Digital Conversations

The actual network marketing is not the bogus network marketing that’s a pseudonym for MLM (multi-level marketing) or pyramid selling. Network marketing is partnering with other vetted professionals in an organized way to refer business to each other. Effective groups don’t pitch the people in the room or just swap business cards; they “give to gain”. The idea is to build close relationships with other professionals who can then effectively refer you to their contacts. In addition to creating leads, network marketing can teach you a lot about effective LinkedIn use, give you a test-bed for marketing content, and help you hone and improve the conversation with the public about your business. All of that has deep digital significance. Networking groups like BNI (Business Networking International) have strong standards, education, and leadership in making network marketing effective for your business. Pair it with digital strategy to extend that effect.

Event Marketing Has Corresponding Digital Opportunities

Events can be classes, shows, contests, mixers, trunk shows, networking events – the sky is the limit. It doesn’t make sense to conduct an event that you don’t pair with social media to promote, give live updates, allow RSVP or registration, and report upon. Maybe years ago, you could credibly argue that your audience doesn’t use social media, but there’s no credible argument there today. Besides, you only know about the audience you’re reaching now, not the audience you’ll never reach if you don’t go where they are. An integrated digital strategy weaves live, in-person, traditional marketing with corresponding digital components and opportunities. You can even have digital versions of live events. With the emergence of PeaTix and Eventbrite, event scheduling and booking is accessible to any business, even without an event planner – though planning may make it more effective.

Public Relations is Most Effective With a Combined Print and Digital Approach

PR is about getting written up and referenced in publications, because you’re a disruptor in your industry or have a fascinating story to tell. The line between print and digital publication is virtually gone. You could put a lot of money into only print, and lose whole generations from your audience. A combined approach of print and digital is most effective. If you’re leaning toward print only, just think about where print has gone in recent years, and the growth in respect for pure digital We need only say Huffington Post. You can get into PR with a do it yourself approach, or hire a PR professional. Above all, have a story that goes beyond just what you offer or that you have great customer service. You know if it’s a story you’d want to hear about others, or not.

Guerilla Marketing Means Underscoring Difference in Every Venue – Digital Included

This scares the heck out of a lot of companies, but so does digital. In the end, fear isn’t real and, to succeed in your marketing, you must accept one key truth: be different. To the degree you’re trying to look like everyone else, do what they’re doing, etc – you’re a commodity. Commodities don’t market so much as bid on price. Don’t be a commodity; be a force. Guerilla marketing can be as simple as hiding gifts all over the city, or conducting a city wide campaign to declare a local hero. Their marketing campaigns that are outside the box, because the box equals sameness. You don’t have to hire your own runners to do a pseudo-marathon and all carry a cultural symbol of your company as they go down main street. You can take it any direction you like, if you’re willing to just stick out. Conservatism in marketing doesn’t stick out – it sticks to the familiar. It should be fairly obvious by now that if you do guerilla marketing, it needs to be promoted online. That’s good news, because nothing is better for digital/online marketing than difference. Difference gets interest.

Your traditional marketing proclivities all have digital directions to take. Opt for a marketing strategy that weaves digital and traditional into one. To define your digital strategy effectively, contact MadPipe.

Daniel DiGriz

Daniel DiGriz is a corporate storyteller and Digital Ecologist® at MadPipe, which provides creative direction, marketing leadership in marketing, and campaign direction for firms that want a stronger connection with their audience. A Digital Ecologist® applies strategic principles from both natural and digital ecologies to help organizations thrive across multiple ecosystems. Daniel hosts podcasts, speaks at conferences, and his ideas have appeared in Inc, SmartBlog, MediaPost, Forbes, and Success Magazine.
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