Traditional is top but integrated is better

Marketing is incredibly exciting, dynamic and connected, with no real barriers to entry. But it’s sometimes hard for businesses to get their heads round just how fast it is changing. Almost every day social media spawns a new version of itself, Google changes an algorithm and new digital reporting metrics become available. And the relationship between a brand, a website and the whole array of communications channels becomes ever tighter, more integrated and inter-dependent.

Of course, a marketing storm can start anywhere: from the Financial Times to a blogger from Bergen; from a single LinkedIn video to a nugget in a whitepaper. They can all be equally valuable and effective jumping-off points.

It’s perfectly understandable that some businesses remain focused on the value of traditional media like the Wall Street Journal, The Times or CNN above all else. And we’d be the first to agree…but there is so much more going on in the media out there, so many ways of blitzing your target audiences from dozens of different but connected channels both online and offline.

These days great marketing can start anywhere: a compelling piece of content, a digital ad, a YouTube video or a simple Instagram post. The goal is then to create a continuous, circular feeding frenzy that can keep your target audiences engaged, encouraging them to act by appearing in their online world day after day… A social post backed up by broadcast and press coverage, supported by digital advertising, search optimised website content and then back around for another blast of enhanced social media exposure. All driving your audience back to the website to, ultimately, generate leads.

Our job, as we see it, is to make the most of all the opportunities that the whole, integrated marketing mix offers our clients to get their messages hammered into their target audiences on a long-term, sustained basis and driving inbound web traffic ready to click, sign up and share contact details.

Talk to us about our integrated communications operation that is now at the heart of Aspectus. Come and see how we have achieved so many sensational successes with our digital campaigns. And listen, if you just want to have a chat about what is really going on in marketing right now and the astonishing pace at which it is changing, just give us a call. We’d be happy to help.

By Lucinda Armitage-Price

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