Como combinar marketing digital e tradicional para obter melhores resultados?

Sounds cliche but SMART goals are a great framework. By making your goals SMART, you ensure that they are specific, measurable, achievable, relevant, and time-bound. This clarity helps you stay on track and evaluate the success of your marketing activities. For example, a specific goal could be to increase website traffic by 20% within six months, which allows you to measure progress and determine the effectiveness of your strategies.

Different objectives have different goals. Ensure you have KPIs that are specific to the goals you're setting. Have testing ready to go to allow for the audience to decide what moves the needle instead of 3-10 people in a room that think their product or service is the best in the business.

Trust me - don't overlook consistency and recognition. A consistent brand identity and voice create familiarity and recognition among your target audience. When your brand elements, such as your logo, color palette, typography, and imagery, are consistent across different marketing channels, it reinforces your brand's visual identity. Similarly, a consistent brand voice, including tone, messaging style, and language, helps create a cohesive and recognizable brand personality.

Brand standards and compliance are a must. Brand confusion = lost sales and chaos at the prospect level. When trying to make an impact, it is normally over various channels and multiple impressions.

At least in India, despite digital channels growing and now finally taking over linear TV in ad spends, traditional channels cannot be subdued. TV provides the base reach, and digital helps in incremental and frequency building. Radio, Outdoor and Print helps in building last mile of awareness funnel whereas digital cuts through ATL & BTL. Start with TGI and find unique reach in channel combinations. Use GWI to fine tune audience selection on digital further. Once you ve arrived at the channel mix, monitor performance and optimise. Don’t be surprised if you take a few months to arrive at your best mix.

Remember this - you want to be everywhere (in all channels) but you can't be big on every platform/channel. Understand WHERE your audience spends the most time, and prioritize 1-3 marketing channels. And grow there. Be BIG on a few channels then average on everything.

You DON'T need to be on every channel. That could be a huge waste of resources that the business may not have and that the prospect may NEVER exist on. Pouring the bulk of the energy into the channels the marketing leadership and research shows that the target audience lives, and combine organic and paid efforts to maximize reach and interaction.

Remember where you are in your conversion funnel, and where you're trying to grow. Also, remember when selecting tactics, traditional or digital, that you need to grow your funnel from the top, down (or left to right, or however your funnel flows.) If you start in findability or relevance when you haven't done a great job of awareness, you're essentially giving conversions / sales away to your competition.

The tactics and execution of marketing efforts should be directly tied to a campaign. If there isn't an overarching branch, it is just chaotic activity with no measurable way of determining success... or getting lucky.

Don't forget that advertising, traditional or digital, can take time, especially if your campaign is designed to be long-term branding rather than short-term tactical or immediate CTA based. While you're measuring and optimizing, always keep in mind the MOS KPI's that set you down this path.

Always be learning. Automation and AI have made this easier than ever, so as we continue to expand the reach with video, search, UX, and other areas, be running consistent tests to improve and iterate the efforts.

in addition to all of the above. conduct a brand lift study after the campaign. to understand the impact. Also, for integrated marketing activities, it is important to decide on the core campaign messaging that the consumers should remember. increasing the touchpoint will mean nothing if your campaign doesn't carry a brand message Do remember to mention a CTA too.