Look around. How many people do you see reading a newspaper? Now how many do you see reading something on their smartphone, tablet or computer? The fact is people are moving more and more toward digital. So it may be time to adjust your marketing strategy, as well. When you decide to make the shift, here are a few things to keep in mind:

TPI_BlogWebsitePost_TransformingYourStrategy_640x300Newspapers and Magazines

  • While there are still print editions out there, people flock to their websites – and those sites sell advertising space.
  • Web banners come in a wide array of sizes and can be static, animated or interactive, allowing you to engage your audience in a way print ads can never do.
  • Banner ads enable you to get data, such as number of impressions or clicks.
  • Through web analytics, you can observe and track how much web traffic you’re receiving through these channels.

Direct Mail

  • Email and eNewsletters give you the ability to target specific audiences and track open rates and clicks.
  • You can experiment with the days and times your marketing materials are sent and gauge what works best for your brand.

Broadcast Media

  • Television commercials are expensive and nearly impossible to track.
  • Social media allows for video, is cost effective and can be instantly tracked.
  • Often times, you will not be charged until your video has been viewed for at least 3 seconds on Facebook and even up to 30 seconds on YouTube.

As you can see, it’s really not too difficult to shift to a digital marketing strategy from a traditional one. And in many cases, you’ll end up saving time and money while directly reaching your target audience.


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advertisingWhat’s the best way to advertise your brand? Maybe you should go the tried and true traditional route with print ads, television spots and billboards. Then again, this digital revolution of websites, banner ads and mobile apps seems like a viable choice. But let’s not forget about all the social media options out there. Confused yet? Relax. Here are a couple things to keep in mind when determining the best advertising channels for your brand.


When it comes to targeting a specific audience, you definitely want to look at your digital options. Digital advertising allows you to deliver your message to the exact person you’re trying to attract at the exact moment they’re ready to receive the message. If you know precisely who you’re trying to reach, digital is a fantastic place to start.


If brand awareness is your goal, then you need your brand to be seen. A lot. Social media is a great way to get your name out there to a very large pool of people. The numbers are astounding: 157M Facebook users, 75M Instagram users, 65M Twitter users, and 47M Pinterest users. Yes, that’s a lot of people. And here’s the cool thing: they share things they like with their networks. The next thing they share could be your brand. Add in some print ads and television spots and you’re talking to your target audience in the places they’re spending their time.


In some cases, geo-targeting is the way to go. Newspapers and magazines are excellent mediums to reach people in a certain geographic location. So are digital and social advertising. All can be focused to certain regions, cities, and sometimes even zip codes.

While there is no magic bullet that works for all brands, these guidelines should help you reach your target audience more effectively. Over time, you’ll figure out what performs best and you can further focus your advertising efforts.

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