Yes.

A lot of marketers from both disciplines will tell you otherwise, but both traditional and digital marketing strategies offer many benefits. Depending on how you use them and how your strategies are implemented, you can maximize your efforts and your investment in both.

What you have to remember, though, is that the different mediums will likely deliver different results—so consider your primary objective. In a lot of cases, marketers suggest combining both digital and traditional strategies to bridge the gap between when their audience is online and off. Most people are indeed online almost all the time, but in certain instances where they aren’t, traditional marketing is there to make sure you’re still visible and effective.

The question to focus on is how you can effectively integrate both. Here are some tips I’d like to share:

1. Establish a strategic vision for your marketing efforts

Take a step back and objectively assess where your marketing efforts stand. Before deciding on whether you’re supposed to take the traditional or digital route, get an understanding of where you can best position your company according to your brand or unique value proposition.

How much do you know about your market? How well do you know your customers? What kind of informed decisions can you make given previous marketing efforts you have undertaken? Gather all your data to determine your best approach. Find out how much time your audience spends online and off. What topics and subjects resonate most with them and what medium can potentially communicate it best?

2. Create personas based on your audiences

To truly understand what strategies will be most effective for your audience, you have to know your audience inside and out. Creating personas is the best way to do this as it combines demographic data with relevant psychographics to provide more clarity about what your prospects want.

3. Understand what your limitations are—online and offline

To maximize your ability to communicate with your audience, you have to honestly assess what your limitations are. For example, is budget a big consideration for you? Remember that digital is more cost-effective and scalable than traditional marketing platforms. Do you want your presence to be less reliant on technology? Consider that traditional marketing doesn’t depend on uptimes and downtimes; and if budget permits, you could have more longevity offline.

Here’s the bottom line:

Traditional and digital marketing strategies can work together, but it’s important to remember that there is a time and place for each. A business can benefit from one or the other, or both. I think that both mediums can grow a brand or business effectively.

Do you agree? I would like to know your thoughts. Leave a message below or head over to our Twitter or LinkedIn to join the conversation.