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The Marketing Edge Why traditional advertising still matters

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When you rotate the dial on the radio on your way home from work, turn on your television to watch the local news in the morning or open your local paper to scope out the yard sales in town over the weekend, you're bound to be exposed to advertising.

These traditional advertisements are an integral part of your daily routine. The average person listens to 112 minutes of radio and watches nearly five hours of television per day. About half of those same consumers use video streaming like Netflix and online radio like Spotify. The ways in which we listen, watch and read are changing, yes - but in many ways, they're still the same.

That's why it's important to combine traditional advertising methods, such as print, radio and television, with the digital advertising that defines our world today.

So how do you include these traditional methods as part of your marketing strategy?

Print. Over half of all newspapers are print only, but to accommodate varying tastes, newspapers put content on websites as well. This is important to remember when you're building a relationship with the press. Your media relations strategy may be to contact your local media outlets with a press release sent by email as part of your media relations strategy. Your press releases should have all the details of your event while being short enough to keep readers engaged.

Radio. Despite the rising popularity of online and satellite radio services, over 90% of Americans still listen to traditional AM/FM radio and advertisers have noticed. Depending on the industry, every dollar put towards radio advertising has the potential to generate up to $17 of revenue. Placing these ads at the right time is the key to their success. Most radio listeners tune in before school or work in the morning.

Television. A video is a video, right? Not really. Over 60% of consumers surveyed said they trust television advertisements more than online video advertisements. This doesn't mean you should abandon your online video marketing strategies. Television advertisements are more expensive than online paid advertising, but if you can afford it, you should include them as part of your overall video marketing. The content of these advertisements can also be used on other video platforms and social media.

Combining traditional and digital advertising can help your marketing strategy reach a wider audience. No matter which venues you choose, the most successful advertisements are those that are the most relevant to your target audience.

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