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It’s safe to say the world of advertising is changing rapidly. New products and platforms are introduced every day. The rules and best practices are constantly shifting.

As anyone who buys or sells local media knows, keeping up with all of this can be daunting.

Overwhelmed by options, some advertisers have simply thrown their hands up and picked a side: digital marketing or traditional marketing. We hear it all the time. Some decide to go all digital even if their customers still read the paper. Others say, “We’re sticking with what we know” and plant themselves firmly in the traditional-only camp.

But we’re living in a time where both traditional and digital are relevant. People across all generations hop between print, desktop, and mobile to get their news, discover local brands, and make buying decisions. As marketing guru Mark Schmukler said, “It’s not an either or world.”

Each medium brings unique value to the table. Print ads are seen as the most trustworthy form of advertising and are an excellent way for brands to stay top-of-mind with high-value repeat customers. Digital advertising offers precise targeting, meaningful interaction, and high measurability.

But when mixed together, they’re even more powerful than the sum of their parts. Traditional and digital methods complement each other beautifully. By strategically pairing them, local businesses maximize their exposure. They are able to reach a larger—yet still highly relevant—local audience. They also reinforce a consistent message across channels, which is crucial in today’s increasingly “platform agnostic” consumer landscape.

A local marketing plan that combines offline and online techniques is a powerful thing. Abandoning the “either/or” mentality is key to winning the advertising game.

State of Local Advertising eBook

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