Business Studies

A local small business on a limited budget is trying to decide how to integrate traditional and digital marketing effectively. If you were the marketing consultant for this company, what would you suggest? Justify your recommendation using the topic resources and your own research.

ANSWER

Integrating Digital and Traditional Marketing

Digital marketing means using digital technologies to achieve marketing objectives. The most efficient form of marketing is through digital channels such as mobile apps, company websites, search engines advertising and email and email and automation in the modern world. To be truly successful, one has to integrate traditional media with digital techniques. It is easy to concentrate on digital marketing and forget traditional marketing. It is essential to use the right tools at the right time with the right audience. For example, older adults are likely to use the traditional forms of marketing and therefore integrating both will help to reach all the consumers.

The first step in integrating both forms of techniques is having a strategic vision for the marketing. The first step is understanding the consumer trends and the company’s position based on the unique value proposition and the ideal customers (Ang, 2021). The company should ask questions such as their knowledge about their market and their customers to ensure they make suitable marketing approaches. Understanding the consumers is essential as everything is done to attract them. Therefore it would be a waste of money to take the approach without understanding the consumers and the market.

Creating personas is also helpful in understanding the kind of customers you want to reach. For example, if the company focuses on fashion trends mainly targeting the youth, it is essential to understand the online platforms where they can target their marketing. It is also important to understand traditional media such as magazines and understand which magazines are mostly used by the targeted customers (Ang, 2021). Integrating the traditional marketing and digital techniques will help maximize the company profits as long as they do it with a vision and understand their customer base.

References

Ang, L. (2021). Principles of integrated marketing communications. Cambridge University Press.