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Balancing tradition with Digital marketing

Published December 16, 2014 at 9:33 am


It’s easy to think that transitioning into online marketing requires a major overhaul to your marketing strategies. While knowing your medium and target audience is always important, it’s possible to straddle the line between new and old approaches to marketing — in short, don’t put all of your eggs in a single basket.

That’s what Yvonne Genovese of Gartner says in a recent Forbes article where she analyzes the impact of the internet on standard marketing categories. Some businesses are devoting funds specifically to digital marketing, separate from other programs, and assigning c-level staff to tailor their projects to give the customer more authority.

Genovese also addresses the ways a digital marketing campaign needs to be both complex and specific, especially as businesses are expected to invest more in this area next year.

“For marketers in 2014, it’s less about digital marketing than marketing in a digital world,” Genovese writes. “Hence, marketers manage a much more balanced and integrated marketing mix than in previous years, which were characterized by online and offline silos.” She also says that “changing market dynamics, an empowered buyer, channel proliferation and a connected economy” are putting more of a burden on Chief Marketing Officers.

The key to successfully navigating this realm is to acknowledge the consumer and the tactics that allow you to connect with him or her without going solely digital. This is part of the essential planning that modern marketing requires: Digital should augment and support preexisting marketing channels.

One of the best ways to maintain the right balance s to strategically use automated marketing solutions to continually engage targets.

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