If you are one of those marketers who either works in an industry that is struggling to make the shift to digital or who wonders about what exactly serves as an appropriate mix for digital and old school marketing then you are on the right page.
Treat your media plan as a 3-stage process.
The first stage comes foremost when it comes to allocating budget and this stage is all about digital marketing. Paid searches, remarketing and targeted mobile advertising are the basics. When it comes to investing in digital one should first invest in places where the chances of response are high and those mediums that have the highest potential of singling out and reaching your target audience.
The second stage is reserved for investing time and budget in elements that require a little higher investment and some higher push online. This stage should be looked into only after you have covered your basic investment on stage one. Here, invest in content marketing, PR and social media. Invest in a good tracking solution to figure out what brings you the best results and from where.
The third and last stage is where the heaviest investment lies and thus needs to stand as your last line of defence (or marketing in this case). For campaigns that truly deserve the investment you should consider mass media. Think broadcast media, go big on print and cast your net wider than home turf advertising.
At each stage ensure high quality and crisp content. A good balance between digital and traditional marketing can be achieved only if each effort is complementary to the rest and the industry you operate in is taken into consideration.
Written By: Meghna Verma Meghna Verma is the CMO at Captain Dash. You can reach her on Twitter @M3GV3RMa .