Intergration of Traditional and Digital Marketing

Introduction
Integrated Marketing is where all forms of marketing channels and communications are carefully linked together to reinforce a single coherent message. Integrated marketing programs incorporate an appropriate and customised combination of on-line and traditional marketing elements that can include:
• Search Engine Optimisation (SEO)
The use of keywords that increases ranking in the google listings according to relevance of the words used in the search engine.
• Search Engine Marketing (SEM)
The maximizing of exposure through Pay Per Click impressions.
• Social Media Marketing
The use of social network platforms
• Email Marketing Campaigns
Mainly used to inform existing customers of new products and services.
• Radio Advertising
Used in the traditional marketing strategies however a medium that can be a very powerful tool of integrating the two marketing traditions
• Television Advertising
Placing commercials during specific times of the day or during programs views aimed at a specific target audience can be very effective means of lead generation
• Bill Board Advertising
A effective medium for supplementing a well established online marketing program
• Newspaper Advertising
Effective medium for attracting a wide audience as Television .
Traditional and digital methods are never as effective separately as they are when fully integrated with one and other. However developing sustainable integrated solutions and successfully executing them ar part of a comprehensive strategy requires foresight and planning. An example of traditional and online marketing strategies powerful interaction was from the Educational Building Society, (EBS) , campaigne “Mortgage Information Evening”.

EBS“Mortagage Information Evening” Traditional and Digital Integration.

EBS developed a marketing strategy informing potential home owners of an open evening for mortgage advice. The major concept to this