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Traditional and Digital Media: The Perfect Hybrid for Reaching Your Customers

media buying services
26 Jan 2018

At Zero Gravity Marketing (ZGM), we understand that getting a sense of precisely who your customers are, where to find them, and determining the most effective methods to communicate with them, are essential elements in helping you to achieve your marketing and sales goals successfully. That is why we take a complete 360-degree view of your customer journey—from initial encounter to end-purchase via multiple channels and touchpoints, with a strong reliance on the sales funnel to drive strategy.

One valuable component in reaching your target audience is media buying, which is the process of buying advertising space. Our services extend to traditional media buying in addition to our digital media offerings. We diligently search for the best fit for your business’s campaign goals, target audience, and budget by collecting rates and options and negotiating with the media companies. The primary goal is to turn your prospects into customers while maximizing efficiency.

Traditional Media Buying: Communicate with a Broader Audience

In this fast-paced digital marketing age, the word “traditional” may seem a bit antiquated. However, traditional media, which encompasses television and radio for commercials; newspapers, magazines, and billboards for print ads, is a time-tested medium that proves to be advantageous when trying to reach a broader audience. A considerable benefit of traditional marketing is that an internet connection is not needed, which is ideal for regions where internet or wireless is non-existent. Also, older customers, for example, do not use digital technology as readily as other age groups. According to Pew Research Center, many seniors who are less affluent or with lower education levels have a “distant” relationship with digital technology.

Another advantage utilizing traditional media is that online navigation is unnecessary. Being off-line also avoids the risk of having your customers find your competitor’s website inadvertently.

The Value of Integrated Marketing: Striking the Perfect Balance

The reality is that it takes 7 to 10 touchpoints to get a customer to take action in both B2B and B2C markets. Creating and managing customer engagement involves a variety of marketing channels. Media buying is a pre-purchase touchpoint that enables your target market to learn about your products or services. We believe in a wholly integrated approach that uses both traditional (e.g., magazine) and non-traditional (e.g., social media) marketing channels to convey your brand’s message. Utilizing multiple channels—both online and offline—to touch potential customers, can significantly help conversion rates. Integrated marketing complements your digital marketing initiatives, providing a high amount of visibility while helping to drive sales and foster brand loyalty.

Sales Funnel: Tracking Customer Journey

We rely on the sales or purchase funnel to drive strategy because it helps us to envision and plan the course a prospective customer takes as they are made aware of your product or service. Each stage of a sales funnel, which includes awareness, consideration, conversion, and loyalty, is designed to provide a type of customer “road map.” This strategy will assist us in ideally taking your target market from a prospect to lead to the customer to repeat buyer. All of these steps are essential in helping us to identify where in the funnel a prospect is being touched by your brand and what media channels are making the most impact.

To learn how media buying can bring greater visibility to your brand, or to find out how we can incorporate an integrated marketing strategy specifically for your target market, contact us now.