Traditional Marketers have been around for generations. Some of the best marketing campaigns are responsible for making eggs and bacon, the go-to breakfast foods, and diamonds as one of the most valuable forms of jewelry.
So you may ask, why must traditional marketers upgrade to digital?
The digital world is growing
It’s no secret that the digital revolution is upon us especially in this post-COVID-19 era. Zimbabwe’s internet penetration increased by 13.7% in the last year alone, resulting in 62.9% of the population now being online. What does this mean for traditional marketers? It means that their audience is no longer looking up towards billboards or posters but they are constantly looking down at their phones.
Content marketing has evolved.
Content marketing like everything in the digital world is evolving. As so aptly put by South Park, modern advertising has changed.
As you can see in the above video, consumers are no longer interested in being advertised to. Most marketing campaigns have been interlinked with content marketing. With the decrease in attention spans; the content itself has become the most important tool of marketing.
Influencer marketing has changed the way consumers make buying decisions.
At the beginning of 2020, Beyonce put up a black tile. You would think that a blank picture wouldn’t create a buzz but that black tile broke the internet. Generating over 15,000 likes in one minute. The tile although posted on Instagram but soon became a trending topic on Twitter. Result? A very engaged, ready to consume audience.
Influencers, both micro, and macro-influencers have changed the advertising game. While audiences are no longer interested in advertising, they are interested in what their favourite celebrities have to say about their favourite products.
There’s more good news for marketers. Audiences are also interested in what their local trusted community leaders and influencers have to say too.
Traditional Marketers and Digital Marketers can work together.
Upgrading from traditional marketing, does not mean ”out with the old and in with the new”. Integrating these two forms of marketing can actually offer more cost-effective or even free such as blogging. You can turn some of your blog posts and online newsletters into pamphlets or mini e-books to share with your customers when they visit your shops and premises.
Using both digital and traditional marketing in tandem can also help you target wider audiences across various demographics. This allows you to catch those that are online whilst also marketing to those that are still yet to find the digital world.
The point is you need both skills to be a great marketer in today’s digital world.
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