Estimated reading time: 5 minutes
In the latest episode of the Mix and Matchbox, podcast host Brent Feldman interviews Jill Gainer, Director of Marketing at the American Association of Orthodontists (AAO) and board member of 314 Digital. Jill shares insights from her extensive career in marketing, touching on the importance of blending traditional and digital media in a well-rounded marketing strategy. Below, we explore the key highlights of their conversation and actionable tips for marketers in 2024.
From Traditional Media To Digital Marketing: Jill’s Journey
Jill began her marketing career after graduating from UMSL, where she initially planned to become a high school English teacher. Instead, she found herself working at a small St. Louis ad agency, learning the ropes of media buying by hand—using a ruler, highlighter, and calculator in a time before the automation we see today.
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Over the years, Jill diversified her skills by working in various aspects of marketing, including media sales, client-side marketing, social media, and brand management. Her well-rounded approach and curiosity to learn helped her understand marketing from start to finish, being able to put together marketing plans and marketing tactics, a mindset she encourages for today’s marketers.
The Longevity Of Traditional Media In A Digital World
While many think that traditional media—like TV, radio, and print—may be losing relevance in today’s digital age, Jill argues that these mediums still hold significant value, especially when targeting older demographics. Jill highlights that 88% of people aged 18 and older are reached by local radio every week, with over 11 hours of weekly listening time. Meanwhile, TV and radio can still achieve broad reach that digital platforms often struggle to replicate.
Procter & Gamble, for example, recognized that over-investing in digital platforms led them to miss the broad reach that traditional media still offers. They scaled back their digital budget to re-incorporate traditional methods, a strategy Jill believes marketers should consider.\
Blending Traditional And Digital: The Best Of Both Worlds
Rather than focusing solely on digital or traditional channels, Jill emphasizes the power of combining the two. Digital platforms allow for highly targeted campaigns, while traditional media can capture a wider target audience. Many traditional media outlets have evolved with their digital counterparts, offering features like second-screen viewing and interactive commercials.
Jill notes that traditional media is now more measurable than ever, thanks to new tracking tools that offer insights similar to those seen in digital marketing. For example, radio stations can install analytics on advertisers’ websites, matching ad air times with traffic spikes—demonstrating the direct impact of traditional campaigns.
How OTT And CTV Are Changing The Advertising Landscape
With the rise of OTT (over-the-top), VOD (video-on-demand), and CTV (connected TV), marketers have new ways to reach audiences who prefer streaming services over traditional cable. Jill provides a breakdown of these terms, noting that each represents a different component of streaming media consumption. Advertisers can now target users based on their streaming habits, reaching them with highly relevant ads on services like Hulu and YouTube TV.
Jill recommends partnering with a trusted media buyer to navigate these platforms and create campaigns that integrate seamlessly with other digital efforts. Using both traditional media and connected TV advertising, brands can surround their audience with consistent messaging, leading to better overall campaign performance.
Why Traditional Media Still Matters
Jill stresses that traditional media channels remain vital for brands targeting an older demographic, especially those 45 and up. These audiences often see traditional media as more trustworthy, and local radio endorsements can be particularly powerful. For example, endorsements on conservative talk radio have proven highly effective for niche brands.
While digital marketing provides detailed tracking and immediate feedback, Jill urges marketers not to overlook traditional media’s value. In fact, she believes that combining the strengths of both traditional and digital marketing leads to the best results.
Jill’s Role With 314 Digital: Fostering Education And Growth
As a board member and VP of Education at 314 Digital, Jill plays a pivotal role in educating St. Louis marketers on the latest trends and technologies in the industry. 314 Digital hosts three educational panels per year, along with an end-of-year event celebrating the city’s top digital marketing talent.
The organization’s next panel, sponsored by Spotify, will focus on streaming audio and the growing importance of platforms like Spotify in the advertising landscape. Jill also takes pride in 314 Digital’s internship program, which helps local students kick-start their careers in digital marketing without leaving St. Louis for larger cities.
Looking Ahead: The Future Of Marketing In St. Louis
Jill is proud of St. Louis’s vibrant marketing community and the wealth of talent in the city. She hopes to see 314 Digital continue expanding its educational outreach, helping small business owners and aspiring marketers gain the knowledge they need to thrive. Whether it’s learning how to set up Google Analytics or understanding the latest ad tech, Jill is dedicated to fostering growth within the community.
Conclusion: Never Stop Learning
Jill leaves us with a final piece of advice: Always push yourself to learn and expand your marketing horizons. Whether you’re focusing on traditional media, digital channels, or a blend of both, staying curious and adapting to new technologies is the key to long-term success.
For more information about 314 Digital and their upcoming events, visit 314digital.com.
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