How Traditional Ads & Digital Marketing Work Together

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Mix & Matchbox Podcast – Episode 6

Marketing today is all about balance. With so many digital tools at our fingertips and traditional channels still in play, finding the right mix can feel overwhelming. The good news? Blending the two doesn’t have to be complicated — it’s all about meeting your audience where they are.

Jill Gainer, the Director of Marketing at the American Association of Orthodontists (AAO) and a board member of 314 Digital, a St. Louis-based organization dedicated to fostering education and career development in the digital marketing space, offers valuable insights into this dynamic landscape.

Related Links

• The Mix & Matchbox YouTube Channel
• American Association of Orthodontists (AAO) Website Rebuild
• 7 Key Digital Marketing Mistakes And How To Avoid Them
• 4 Ways To Enhance Brand Visibility Using Social Media PR
• How SEO And Referral Marketing Boost Your Business

Traditional Media Isn’t Going Anywhere

Digital may get most of the attention these days, but traditional media is still relevant. As Gainer puts it, ‘There’s still a lot of life left in traditional media channels.’ Even big players like Procter & Gamble learned the hard way — after shifting too heavily toward digital, they realized they were losing the broad audience reach that TV, print, and other traditional outlets still deliver.

Gainer emphasizes the importance of understanding the unique strengths of traditional media and how they can complement digital efforts. “There’s really nothing that can reach the reach of broadcast,” she says, highlighting the ability of traditional channels to deliver mass-market exposure.

Blending Traditional & Digital: The Best of Both Worlds

The key to success lies in the seamless integration of digital and traditional advertising strategies. Gainer advocates for a well-thought-out marketing plan that incorporates both elements, rather than relying solely on one or the other.

“A well-thought-out marketing strategy really should have some form of traditional advertising alongside these digital platforms that you choose to advertise on,” Gainer explains. “The traditional channels remain really important, especially to target an older demographic.”

Leveraging the Power of Omnichannel Advertising

By combining digital and traditional media, businesses can create a powerful omnichannel approach that surrounds consumers with consistent messaging across multiple touch-points. This strategy not only increases brand awareness but also enhances the likelihood of conversion.

• Endorsements from trusted local radio personalities can provide a personal and influential touch that resonates with audiences.
• Integrating QR codes or short links into traditional advertising campaigns can help bridge the gap between offline and online engagement, allowing for better tracking and attribution.
• Leveraging data-driven insights from digital platforms can inform the placement and messaging of traditional ads, ensuring they are tailored to the target audience.

Gainer emphasizes the importance of using a trusted partner, such as a media agency, to navigate the complexities of integrating traditional and digital advertising. These partners can leverage their relationships and expertise to make informed recommendations on the optimal networks, frequencies, and strategies to achieve the desired results.

Embracing the Power of Data Analytics

While the digital landscape has revolutionized the way we measure advertising effectiveness, Gainer cautions against becoming overly reliant on data and analytics alone. “Just because you can measure something doesn’t mean that you necessarily have to,” she says.

Striking a Balance Between Data and Intuition

Gainer advocates for a balanced approach that combines data-driven insights with strategic intuition. “Use it to do good,” she advises, “but if you make every decision on a click, trying to adjust a click-through rate by a tenth of a percent, are you really making the most use out of your money and time?”

Key tips for finding the right balance:

• Leverage data to inform decision-making and gain a deeper understanding of consumer behavior, but don’t let it become the sole driver of your marketing strategy.
• Utilize tracking methods, such as short links and QR codes, to measure the impact of traditional advertising campaigns, but avoid getting lost in the rabbit hole of data analysis.
• Encourage collaboration between creative and media teams to ensure that the execution of digital ads aligns with the intended messaging and objectives.

By striking a balance between data-driven insights and strategic intuition, marketers can make more informed decisions that truly resonate with their target audience.

Fostering a Vibrant Marketing Community in St. Louis

As a proud St. Louisan and an active member of the 314 Digital organization, Gainer is passionate about the growth and development of the local marketing community. She believes that the city is home to a wealth of talent and innovative thinkers, and she is committed to creating opportunities for education, collaboration, and career advancement.

The 314 Digital Difference

314 Digital is a volunteer-driven organization that hosts educational panels and networking events throughout the year, providing a platform for digital marketers to learn, share, and connect.

• The panels feature a diverse range of perspectives, including creative professionals, media experts, brand representatives, and vendor partners, to offer a well-rounded understanding of the latest trends and best practices in digital marketing.
• The organization’s internship program, sponsored by Elasticity, aims to nurture the next generation of digital marketing talent and showcase the vibrant opportunities available in the St. Louis region.
• Gainer, in her role as the VP of Education and panel moderator, is dedicated to curating thought-provoking discussions that challenge attendees to expand their horizons and explore new strategies.

Celebrating the St. Louis Marketing Community

Gainer’s passion for St. Louis is strong, and she is proud to be a part of a community that is brimming with talent and innovation. “I’m so proud of this community,” she says. “It’s great to see so many companies that have their headquarters here. The amount of talent is just so crazy.”

From the city’s rich history in the orthodontic industry, with the American Association of Orthodontists headquartered in St. Louis, to the growing number of digital marketing agencies and startups, Gainer believes that the region has the potential to become a hub for marketing excellence.

Embracing the Future of Advertising

Marketing never sits still — and that’s the fun of it. Remember to stay curious, try new things, and keep learning along the way. By combining the best of digital and traditional, brands can build campaigns that connect with people in more ways than one. And with groups like 314 Digital bringing St. Louis marketers together, our community is in a great spot to keep leading the charge.

Do you live in St. Louis and want to be part of the conversation? The best way to get involved is to attend a 314 Digital event. Whether it’s a panel discussion, a networking happy hour, or a speaker session, these gatherings are a chance to swap ideas, learn from industry peers, and make connections that can shape your next big move.