Traditional Marketing CampaignsTraditional advertising is becoming a less effective – and more expensive – way to market a business or service, but there are still important lessons for digital marketers to learn from traditional marketing. Here are four lessons marketers can learn from traditional marketing campaigns.

Divide and conquer

Traditional marketing is all about diversification – a little television here, a little print there. In digital marketing, it's far too easy to think that one solution is the all-encompassing solution to marketing needs, but that simply isn't’ the case. Digital marketers should take a page out of the traditional marketing playbook and spread their advertising dollars – and message – across a variety of platforms and channels to get the most of your marketing message. Try various ad networks, an email marketing campaign, social media management, blogging, or SEO support as part of your overall campaign. Don't’ overlook old standards like blogger or business outreach, giveaways, or guest blogging, which can add depth to your marketing efforts without much additional advertising budget. As long as you keep a consistent look and feel and tone across all your platforms and channels, diversifying can have a huge impact on your digital marketing success.

Track –

Although digital marketing is arguably easier to track than traditional marketing, many digital marketers fail to set a good baseline or track the effectiveness of their digital marketing efforts – as opposed to traditional marketing, who have been compiling and perfecting data for decades. Decide what your goal for digital marketing will be and set a Google Analytics account up to that site – whether it is a landing page, website, or form. Drive traffic to one location and make sure that location has a call to action. This is the best way to determine a ROI for your digital marketing. Tracking will also help you determine what's working and what's not working. There's nothing more frustrating to a marketing professional or business owner than spending their hard-earned money (or marketing budget) on advertising and not getting anything in return. Tracking the success of a campaign can help make the decisions before the money is gone.

Be authentic –

Authenticity is becoming more and more important in marketing. Traditional marketing is all about the look – paid actors, slick design, well edited copy – and consumers are becoming more in-tune with this behavior and want more. As social media becomes increasingly popular, consumers are used to seeing the “real” business rather than the carefully choreographed corporate look, and can distinguish the difference between authentic and unauthentic. Digital marketers can more easily avoid this by using a more conversational tone and building relationships with people rather than advertising sales reps. Digital marketing is more about the innovation and interactivity than the look – two way communication vs one way communication. Additionally, consumers are becoming more immune to traditional advertising and being “sold to”; they'd rather start an authentic relationship with a business or brand. This authenticity can help establish trust and keep customers around.  It's a lesson in what not to do for digital marketers.

Go with the flow –

When a billboard is placed with an incorrect phone number, it costs thousands of dollars to re-design and place. If an ad is printed incorrectly, often nothing can be done to change it. Digital marketing is almost always the opposite. URLs can be added or changed on-the-fly, typos can be corrected and campaigns can be adjusted for optimal benefit. Take advantage of this important difference from traditional advertising by being in tune with changes, adjustments, and suggestions from your customers.

About the Author : Julianne Parrish is a mother of one beautiful daughter. She loves spending time with her and catching up on reading otherwise. Julianne also likes reviewing sites like Optiva, which specialize in SpellBrite LED signs.