How to Use Traditional Strategies in Digital Marketing
Lessons from traditional marketing should not be lost to history. As digital marketers, it's important to base a strategy in what is previously been proven successful. Learn more about how to apply traditional marketing within your digital marketing strategy.
In a time of constant information bombardment, how can you successfully market to a smartphone user? As humans adapt to technological innovation, our patience seemingly grows shorter. We want active engagement and instant gratification.
Saving up for a large purchase or even sitting idly in front of the television doesn’t satisfy us like it did in the past. Marketers face the challenge of catching up with and entertaining our fleeting attention spans.
Luckily for your mobile app strategy, traditional marketing has already cracked the code. Advertisers study the psychology behind mixes of old and new media to ascertain what stands out to consumers. Old media includes print, radio, tv, and OOH (out-of-home) advertisements. Using these avenues, analysts conduct studies to determine what catches our attention on a billboard, magazine, commercial, etc.
Similarly, new media is tested to find what shines on social media, digital ads, and email campaigns.
We’re exposed to nearly 5,000 ads per day, a slight increase from the 500 ads seen per person per day around 45 years ago. It’s essential to develop a marketing strategy that encompasses as many tactics as possible to break through the clutter. CleverTap uses data from traditional marketing strategies to explain how to do just that for your smartphone app.
For example, the amount of time someone pays attention to a billboard (generally 4 seconds) not only provides insight to an OOH campaign but allows you to transfer that knowledge to mobile marketing. Check out the infographic below for more.
Mobile marketing may be segmented into a new category, but the same concepts from traditional marketing still apply. It is the marketer’s job to create promotional content that captivates the user (if only briefly) and inspires them to engage with the product or brand. A few tried and true forms of advertising, such as newspaper advertisements, are facing the end of their days as we phase out some old media. However, it’s important to remember how you can implement those successes in a modern day campaign, whether it’s a mobile banner ad or an intriguing headline.
Utilize the expertise of history’s most successful marketers below to enhance your mobile marketing efforts.