The world of Marketing is changing
You may have heard it before, but in 2020 this message is more poignant than ever.
Simply put, traditional marketing is no longer the end-all, be-all of sending your message into the world.
Customers research and shop across digital channels, and so dealers must go digital to message to them.
That’s not to say traditional marketing no longer has a place!
In a study done by neuro-marketing firm TrueImpact, direct mail was tested against email and display ads. They used eye-tracking and EEG brain wave measurements to track the ease of understanding, persuasiveness, and attention paid to each of these ad types.
According to their study, direct mail required about 21% less cognitive effort to process, suggesting it’s easier to understand and more memorable.
However, the downsides to Traditional Marketing includes the difficulty in tracking conversions, being very costly, and having very little direct interaction between the medium used and the customer. It’s great for creating brand awareness, if you have the budget to spend.If you want more bang for your buck, easier tracking of conversions and engagement, and to slot yourself neatly into the world of research-savvy customers who are further down the sales funnel, then Digital is your way to go.
So, which kind of marketing is better?
Well, both are good. Clearly we’re passionate about digital marketing, because we know that it works, and it has a ton of benefits. But traditional marketing materials also work well, especially if you’re completely new to an area.
Rather than taking an all or nothing stance, coordinated multi-channel marketing can leverage the unique benefits of paper, with the convenience and accessibility of digital to create a marketing campaign that spans the entire sales funnel.