Integrating Social Media into Traditional Marketing Methodsby Gary Messinger

Many digital marketing experts say that social media has gained the upper hand over traditional marketing methods. It’s not really a big surprise since social media is free, effective, and easy to use. With few clicks of the mouse, you can get in touch with thousands of potential customers. What business owner wouldn’t want to take advantage of that?

Traditional media like the television, on the other hand, continue to rise in advertising costs. And many small scale businesses would immediately think they can’t afford to shell out that much money especially when they can do marketing for free.

But do you know what? Integrating social media into traditional marketing methods and vice versa can be worth a shot. The combined powers of the two can give your business the maximum exposure and visibility it needs to thrive and succeed.

To fully understand the advantages of integrated marketing, let us look at the pros of each method. Traditional marketing, which is not only limited to TV but also includes radio, newspapers, magazines, brochures, posters, and billboards is a non-interactive way of talking to consumers.

Though not interactive, these forms of media can reach a wider scope of people. That’s right. Internet users may have grown huge in number over the recent years but many people still do not have a computer or internet access at home. TV is still more widely used than the internet. But that’s not to say that the internet has nothing to show for. The internet is the first medium of its kind as it allows for interactivity that can’t be found in any other medium. When you send your message to your potential customers, you can get real-time feedback. People can also post reviews about your products, post comments about your poster ads, or ask questions about your marketing campaigns. Internet is more personal in the sense that it lets you talk to the consumer in a two-way conversation.

Now that you know the advantages of both marketing methods, here are some ideas on how to use one with the other:

Always include business website address on all print ads such as posters, newspaper or magazine ads, and brochures.

Mention the phrase “visit our website or blog at ____” at the end TV or radio commercials.

Post videos of TV or radio commercials on YouTube or other video social media sites.

Post posters and print ads on website and social media sites like Facebook or

Pinterest. Announce online contests on TV or radio. Promote marketing events like trade fairs and seminars on both traditional and

digital media. Endorse your social media links on TV programs (e.g. Facebook links appears on

a basketball game halftime). Be a media partner for events so that your social media links can be included in

the posters and other traditional marketing methods.

The possibilities for combining traditional with digital are countless. Take advantage of both to give the best exposure for your company.