‘Offline or online’, first, you’ve got to be there with the right message!
The advantages of the age-old marketing techniques still hold great relevance to brands and businesses while going digital.
“With the increasing large base of internet users, digital media in the country is expected to overtake film entertainment in 2019 and print by 2021 to reach USD 5.1 billion in 2021, according to a FICCI-EY report.” (Courtesy: The Economic Times Brand Equity)
‘Traditional vs Digital Marketing’ has become a heated topic for discussion in the marketing world. Is traditional way of promoting businesses through print, television, hoardings/OOH, radio and so on losing its charm? Should a brand halt its offline spend on traditional marketing channels and prepare a robust online presence to give the brand a big push? The debate can go on about what works best for the brand. But industry experts and marketing gurus are of a different opinion when it comes to the benefits of traditional marketing and the advantages of digital marketing.
Here is a simple example that shows how both, conventional marketing and new-age marketing can co-work to create a big impact and massive buzz like in the case of a leading Ridesharing and Food Delivery App. Remember ‘Way-O, Way-O’ anthem for the ICC Men’s World Cup 2019 and #RideToWorldCup campaign?
Also Read: India’s Ride from Traditional to Digital Advertising Setups!
The brand rolled out a multi-platform campaign, with the objective of humanizing the brand and demand generation. Its offline and online campaigns encouraged customers to score more when they booked a ride or placed a food order. The brand was also promoted aggressively on social media channels like FaceBook, YouTube, Instagram, Twitter and so on. #JerseyKnowsNoGender campaign was digitally conceptualized inline with the brand campaign to engage with its target audience. These offline benefits gave the brand an edge with the benefits of Online Marketing. The use of print media for promotions led to an engaging online presence by reaching a vast audience with a minimum budget for promoting it online.
Leading advertisers and marketers believe that a judicious mix of both will help brands and business have a gauged reach and strong consumer connect. It holds true to the belief of renowned communication theorist Marshall McLuhan who coined the phrase “the medium is the message”. And whether the medium is television, print or digital, its form embeds itself in the message to influence how consumers perceive it. While the benefits of traditional marketing and digital marketing are immense, choosing the right mix of them will help the business grow better.
