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Why Businesses Are Reverting to Traditional Marketing Methods

By Dale Weinbaum, California Business Journal

You won’t find many well-established companies that haven’t embraced digital marketing. Social media, content, mobile, and pay-per-click (PPC) marketing methods are now among the most common ways to reach a target audience. However, that doesn’t mean we’ve said goodbye to traditional marketing forever. It has made a comeback for some of these reasons:

Digital Ads Frustrate Consumers

Businesses may now be more likely to buy a newspaper ad, a TV ad, a billboard, or even a branded canopy for sporting events when they learn that digital ads are frustrating people.

Digital ads that prevent people from watching videos or reading online articles aren’t always encouraging consumers to buy products and services. Instead, they often contribute to a negative brand association because they get in the way. Realizing this, many businesses are reverting to ‘less crowded’ markets to capture their target audience. They can cut through the marketing noise while ensuring their brand is noticed.

Cookies Will Be Phased Out

The average consumer has grown used to third-party cookies. We know companies track website activity to show relevant ads based on search habits. This is convenient for some people. However, it can feel like a breach of privacy for others. Not everyone wants to feel like they’re being watched and sold to when they visit a website.

Those who typically opt out of third-party cookies will be pleased to know that Google Chrome is phasing them out. When businesses and marketing companies start finding it more challenging to learn more about their target market, they may explore more traditional advertising methods to extend their reach.

They Aren’t Seeing the Results They Want

Digital ads are among the most effective ways to get your business out in the public eye. However, not every company believes they work. Some businesses may explore more traditional forms of marketing, like direct mail and radio ads, to see if they can further their reach and gain more favorable results. The more advertising options you explore, the more data you have to work with. You can then learn whether digital, traditional, or both marketing methods are helping your business.

They Want to Build Consumer Trust

There are now so many scam websites and listings online. As a result, consumers sometimes find it challenging to trust even legitimate websites. Scammers have shown us that websites and ads can look legitimate when they’re not.

Considering this, some businesses find that their digital marketing strategies aren’t working as well as they used to. Many have branched out into more traditional and trusted forms of advertising like TV, newspaper, and radio ads to build that trust. Seeing ads in more places may mean consumers are more likely to trust a business wherever they see it.

Traditional marketing methods might have been left in the dust when digital marketing arrived. Still, that doesn’t mean they’ve been forgotten. Many businesses are now exploring radio, TV, newspaper, and direct mail marketing to build consumer trust, combat consumer frustration and trust issues, and as a response to the phasing out of third-party cookies.