Traditional marketing communication platforms such as radio, newspaper, magazines, television, billboards, direct mail, salespeople, newsletters, telemarketing ,trade shows, brochures, and directories have all been very effective at delivering an organization’s message to current and potential consumers. Traditional media messages are interruption, one-way messages that consumers are increasingly seeking ways to block. Digital marketing has ushered in a new opportunity for organizations to communicate with current and prospective customers. Even though digital marketing budgets continue to grow, traditional marketing activities should not be thrown out the window; the synergy from integrating traditional and digital marketing techniques is powerful.
The critical point to remember when creating a marketing campaign is to understand the target audience you are trying to reach; which means not only offering relevant information, but delivering this information through the proper channel, whether it’s a newsletter sent through the mail or a message sent through the social media.