“This isn’t what I wanted? This project is driving me crazy, will it ever end? They didn’t understand what I meant!”
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I recently wrote an article on Digital and Traditional Marketing in which I argued that a complementary strategy encompassing both is preferable, as it empowers these tactics both above and beyond their stand alone effects.

That article lead to a series of debates and ‘the Google argument’ arose frequently. The term digital is often linked, in the minds of many marketers, customers and Web users, with Google – as in, “digital is the future, traditional is the past.” So, with that in mind, “how important is it to be on the first page of Google?”
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Let’s start with a common misconception – that traditional media is dying. You hear it every day, “everyone and everything is online now.” Traditional media covers TV, Radio, Newspapers, Magazines, Yellow Pages, Billboards and more, yet apparently nobody reads print anymore, video is on demand and music is digital. However, I haven’t seen the street lined with discarded televisions, magazines still fill the shelves of shops and the Yellow Pages are still delivered to every home and business. The New York Times declared they will go out of print “some time soon” but have yet to put a timeline on it.
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Marketing used to be much simpler. There were print publications, posters, newspapers, TV or radio (if your budget allowed), mailshots and, well, that was pretty much it. Over time, it has grown to include more and more media channels, creating a mix that can be overwhelming, at times, for the advertiser.

The digital marketing sphere includes banner ads, websites, online articles, social media, blogs, email, advertorials and more, and the list continues to grow. Web users are becoming increasingly web savvy, leading to an increased need for thoughtful, engaging tactics.
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It used to be much simpler to organize your marketing budget. There would be print publications like the Yellow Pages, as well as trade magazines, newspapers, radio, direct mail, and maybe even television. A business owner knew that, if they allocated their budget across these forums, they’d be reaching a large percentage of the population.

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