Introduction
The exponential advancement of technology has developed new mediums and tools for marketing products. The advent of digital marketing has pushed advertising to new levels of interaction that are currently being embraced by brands to promote their products. Promoting Crystal Clear using exclusively digital promotional tools will gain the brand a presence out there but shunning traditional media ultimately might be a missed opportunity for the brand. The reasons for my opinion on this are outlined in the subsequent paragraphs.
First, we have to understand that crystal clear as a brand is promising great customer experience. The aforementioned conclusion can be deduced from their tagline, “ Our service is so crystal clear you'll never ask your caller... " can you hear me now"?”. Therefore, the target market for this product cuts across the demographical and psychographic segment but is tied to the geographical segment. This means that the target clientele is distributed across various medium and hence isolating one over the other means missing the opportunity to maximize the marketing resources and branding strategy. It brings me to the advantages and disadvantages of traditional promotional tools and digital promotional tools.
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Advantages and Disadvantages
The primary upside of using traditional promotional tools is that it is easy to reach your target market without delving into complex analysis. For example, an ad on the radio that plays in a town or a local TV is reaching all the listeners and viewers in that town. Therefore, since the branding strategy is geographically limited, using traditional media gives Crystal Clear a low hanging fruit that has to be plucked effortlessly. This includes the use of flyers, magazines, direct mail and billboards. Consequently, this advertisement is straightforward and easily understandable by a section of the target demographic. Ease of understanding the content makes it relatable and hence endearing to the target market. Also, interaction with the brand can come through the use of brand agents and brand activations, and thus this dispels the common misconception about lack of interaction from traditional promotional tools ( de Vries, Gensler, & Leeflang, 2017). The physical interaction is vital for a segment of the target market.
Apart from gaining reach and conversions through activations, it is difficult to measure the success of the traditional promotion in real time. This is beside the fact that it is costly to buy airtime and workforce for running these campaigns. However, this does not mean that the cost implications for digital marketing are any fair because, with digital marketing, several hands-on agents and influencers are required to keep the campaign interactive. The biggest difference becomes the ability to measure real-time ROI on the digital platforms.
Digital promotional tools will, however, be useful in reaching the bulk of the target market. The primary upside of digital promotional tools is that the campaign can be tailored to appeal to specific audience demographics. The campaign can be delivered across various digital platforms, but the targets will interact with the content like video, gif, image or text. The targeting can be further broken down into content tailored to different locations, age segments, gender, and interests (Smith, 2017).
Conclusion
A complementary marketing mix between traditional and digital marketing strategies should offer Crystal Clear the best brand exposure across its target market. Crystal Clear can seize the moment by covering all its corners and rip from all the opportunities that their product and brands promise. Let us leverage benefits of traditional promotional tools with the convenience provided by the digital tools.
References
de Vries, L., Gensler, S., & Leeflang, P. S. (2017). Effects of traditional advertising and social messages on brand-building metrics and customer acquisition. Journal of Marketing , 81 (5), 1-15.
Smith, K. T. (2017). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic Marketing , 1-14.
