Over the last twenty years or so, marketing has changed dramatically.
As the internet has gone from a new, slightly geeky niche thing, to an ubiquitous source of news and media, marketing and advertising have followed suit.
Today, “marketing” is practically synonymous with “digital marketing.”
Everyone's online, and digital strategies offer targeting potential you just don't get with traditional media.
But that's not to say things like billboards and print ads are dead — far from it.
A lot of brands are still relying heavily on old-fashioned media, especially those whose target audiences consist primarily of baby boomers.
But it's not 2001 anymore, and even elderly grandmothers use tools like Facebook to keep up with friends and family.
No matter who you're targeting, it's critical to start branching out from traditional advertising into digital marketing.
In a recent blog post, Convince & Convert explains how venerable brands can start making the transition.
Taking the Leap from Traditional to Digital
While staying true to brand identity, J. Peterman Company proves that brands can make the transition from traditional to digital, seamlessly.
To make this leap to digital, brands must do the following:
1. Find out who your audience is, demographically speaking.
What social platforms are they using? Let these statistics guide you in determining where efforts are best spent.
2. A change in platform does not necessitate a change in voice or brand story. J. Peterman Company is so successful on Facebook because they have stayed true to brand. Posts are written in the iconic voice fans enjoy when perusing their traditional catalog.
3. Adopt best practices.
J. Peterman Company does an amazing job of responding to nearly every comment, no matter how trivial. In doing so, they build relationships with customers that later become brand advocates.
5. Trust in the process.
Building an audience takes time. By adding social icons to your websites and catalogs, promoting social activity through email, and publishing consistently quality content, your audience will find their way to you.
Have patience.
Now, no more excuses, Boomers! Get that digital train moving!
You can get more tips for old-school businesses implementing digital marketing strategies in the full article from Convince & Convert.
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