Why Businesses Still Need Traditional Advertising

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The word “traditional” can mean different things to different people.  For some, it can bring to mind something customary with a strong history.  But for others, it can evoke feelings of being stuck in the past and an unwillingness to change with the times. The latter reason is why many businesses are wary of still using traditional advertising, fearing that they will be passé and ineffective if they don’t switch over entirely to digital.

But evidence shows traditional advertising still holds a great deal of value, even amidst all of the digital advertising strategies that we continue to see.  Here are three reasons to make sure traditional advertising remains a part of your strategy.

Traditional Advertising Helps You Know Your Demographics Better Than Digital

Some people may argue that with nearly everyone online these days, digital advertising reaches more people than traditional.  However, this logic is flawed.  Even if digital advertising does reach more people, the real question is whether or not it is reaching the right people.  Knowing your advertising demographic is so important, as not only can it help you plan better advertising tactics, but also create a more personalized experience for the consumer.  But how can you tell if your advertising is really reaching a particular demographic?  Digital advertising may be able to tell you how many visits your web page got, or how many times someone clicked on your ad, but that’s pretty much it.  However, traditional advertising, along with a strong call-to-action such as a memorable vanity phone number, offers much more accurate ways to glean information on those who respond to an ad, such as call tracking and call recording.  With these tools, companies can obtain invaluable data such as which location a consumer is most likely to call from, the average household income and value of that location, and more.  This information can help not only provide a clearer picture on the effectiveness of an advertising campaign, but provide solid evidence of what will work for future campaigns, as well.  Today’s traditional advertising delivers the means necessary to ensure your reach is of the highest quality.

Make Sure You Reach Everyone with a Mix of Traditional and Digital Advertising

Another mistake in thinking that digital advertising will reach more people than traditional is that it greatly overestimates just how many people are using digital devices.  While it is true that there are far more people are online today than ever before, there are still plenty of people who do not have ready access to online services, many of whom are in rural areas or locations where a strong wireless signal is not yet possible. And that’s not even counting members of older generations who may not be as tech-savvy as their younger counterparts, but still have plenty of purchasing power. For these people, mediums such as television, radio, and even mailings are their main sources of advertising and information.  This is why a mix of advertising media is so important.  Using traditional advertising to reach out to them demonstrates their business is important to you, and helps them feel valued as a consumer.  In fact, studies show that 80% of people exposed to an ad on a variety of media types had a purchasing intent.  And providing them with an easy way to get in touch with you that they are comfortable with, such as an easy to remember phone number, helps ensure an even greater return on your advertising investments.  Completely eliminating traditional advertising from your campaigns means you are ignoring 35% of the American public.  Is that a percentage you can afford to lose?

Traditional Advertising Means Higher Recall and Response Rates

When it comes to your advertising producing real results, it may be surprising to learn that traditional advertising can influence far greater action in consumers than digital.  People make a purchasing decision within just half an hour of seeing an Out of Home ad, and nearly 80% take prompt action on a direct mail campaign, compared to 45% who act on email campaigns. And while having someone call your business immediately after they see your ad is great, you also want to make sure people think of your ad days, weeks, even months after they are exposed to it.  Research shows digital advertising is simply not as effective as traditional when it comes to brand recall.  Studies reveal television advertising alone is recalled at a rate of nearly 60%, while digital ads are recalled at around just 30%.  But having someone recall your ad is not enough; they need to easily contact you, as well.  With everyone being in such a rush these days, they are far less likely to take the time to look up a phone number online.  Using an unforgettable vanity phone number in your ads provides people with a way to reach out to you that is both convenient and effective.   A vanity phone number helps guarantee they will remember who you are today, tomorrow, and long into the future.

The idea that traditional advertising will set a company back is unfounded, and the hype of all-digital advertising is smoke and mirrors.  Using traditional advertising in your advertising campaigns is not only still a good idea, it is a necessity.  After all, if it’s not broke, why fix it?

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