Are you sliding along the scale between traditional and digital marketing?

Perhaps you are among the businesses still using only traditional forms of advertising that have been around for decades, such as outdoor, print, television and radio. Watch any Mad Men episode and you will hear these familiar tactics discussed. Traditional media were used back then, and remain the basis for many organizations’ marketing efforts.

But there are many new tools at your disposal to help you reach your audience and garner results. If you haven’t already, start learning about and integrating new digital tactics into your marketing mix.

We are not advocating abandoning traditional forms of advertising. Wise marketers are learning how to use all the new tools and including them when assessing what mediums will be used to reach a particular audience or to brand a specific product or service.

Balancing the marketing options
As with any marketing program, one size does not fit all. Each marketing mix needs to be tailored to the goals and objectives of the client.  Don’t feel overwhelmed: You can start in small ways to integrate these new technologies into your marketing. Here are a few examples.

• Caliber just launched the first multi-media integrated QR Code campaign in Tucson. The campaign for Imagine Greater Tucson includes small, square barcodes that, when scanned with a smart phone, take the viewer to a mobile-enabled online survey. No web address to enter, no scrolling around looking for the “survey” button on the site. Easy and fast.

The QR — quick response — Code allows for tracking of information about which marketing vehicles have received the most click-throughs and other data. The code was integrated into traditional advertising vehicles, such as billboards, bus shelters, posters, banners and print. The QR code gives community members one additional way they can choose to participate in the visioning process. To see what a QR Code, looks like, learn more and take the survey visit: http://www.imaginegreatertucson.org/newsroom/whats-this/

• Caliber also recently integrated QR Codes into a traditional printed newsletter for a client. These codes take the user to additional information about the story that couldn’t be included in the printed piece. You can also visit their newsletter and the extended information online at their website.  This increases visits to their website and promotes engagement with their content. See the newsletter at: http://www.bio5.org/newsletter

• How about video? It is simple to use video to promote your company. Video can provide valuable content that brands your company or shares your expertise about a product. We use video for several of our clients and post the video not only on their Facebook pages, but also on their own, branded YouTube Channel. These steps strengthen search engine optimization and are more avenues for customers to interact with your brand.

There are countless ways to begin to integrate new technologies into your marketing — we just scratched the surface here. Start your slide to the digital side and open up an entirely new world of tactics and metrics to propel your brand to the top.

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