I began my career in marketing in April 2007. Facebook had 50 million users, Apple was launching its first iPhone, everyone had MSN on their computer and a Hotmail email account… And I was sending media invitations by fax; an activity that took a full morning. Ouch, the profitability… For marketing campaigns, there were about 4 options: displays (Zoom Media in restrooms), radio, TV, and newspapers (print, of course). And suddenly, a phenomenon called digital placement began to gain traction, then more, and more… Until it took over everything.
In today’s digital world, it is easy to think that digital marketing is the only way forward. However, traditional marketing should not be overlooked. In fact, an effective marketing strategy should combine both approaches to maximize reach and impact. This is what we refer to as the media mix. Whether through placement on Facebook, Google, TV, or radio, each medium serves its own purpose in achieving specific objectives. Here are some advantages:
Advantages of Digital Advertising Placement
Precise Targeting
This is the undeniable advantage of digital over traditional. Audience targeting is much more precise and specific, enabling personalized messaging.
Results Tracking
Another major advantage is the data, which is easy to collect and analyze to measure effectiveness.
Cost
Finally, we are referring to campaigns that can be much more affordable, especially for small businesses.
Advantages of Traditional Advertising Placement
Broad Reach
Depending on the markets, the chosen medium can reach a wider and more attentive audience, including individuals not connected to the Internet. In Quebec, for example, radio remains a very strong medium, offering good results.
Credibility
Depending on your target audience, it can be perceived as more credible than digital marketing.
Emotional Impact
Since it is primarily used for building brand awareness, it can create a stronger emotional impact than digital marketing.
An effective marketing strategy should therefore combine the best of digital and traditional. The former much more easily targets potential clients, collects data on them, and makes real-time adjustments to quickly achieve set objectives. The latter, in turn, allows for reaching a much wider audience and thus increasing brand awareness. By exposing consumers to an advertising message across multiple channels, you create multiple touchpoints with the brand or product, which strengthens its recognition and retention in consumers’ minds and allows you to stand out from the competition.
Would you like to review or discuss your marketing strategy for your real estate project or increase your company’s brand awareness? Please do not hesitate to contact our team of experts at Graph Synergie.
