What Big Business Are Doing Now In Marketing (And Why It’s Working Better Than Ever)

There was a time when marketing was all about direct mailers, trade shows, and newspaper ads. Then suddenly, social media came, crashed the party, and suddenly, if you weren’t optimizing for Google or running Facebook ads, you were “behind.”

But recently, marketing data is painting a different picture. 

Studies show that combining digital with traditional channels leads to better engagement, higher conversion rates, and more memorable brand impressions. Some of the top-performing brands are evolving into a hybrid model to meet their audience online and offline.

Why traditional channels are becoming popular again

People are still checking their mail and scanning brochures. When they get something that isn’t another bill or a “you’re pre-approved!” credit card offer, they’re paying attention. One advantage of a traditional marketing method like direct mail is that it has a unique trust factor that digital ads lack. It’s more memorable because it’s tangible. Once a person touches it, it tends to stick around in their mind. You can easily expand your reach in a local market with a well-placed print ad or mailed flyer. 

Plus, the competition is much lower. A strong presence in traditional media means standing out where others aren’t even looking.

Limitations of focusing only on digital

In the last few years, the digital space has been crowded. Ads are everywhere. Your audience is bombarded with emails, banner ads, and pop-ups, and they’re exhausted and don’t know who to trust. And with rising ad costs and stricter privacy regulations, digital marketing isn’t as cheap or effective as it used to be. Sometimes, a physical, real-world interaction is a refreshing experience and is exactly what’s needed to cut through the noise.

When digital and traditional channels work together, they reinforce each other. A direct mail piece followed by a targeted Facebook ad helps people recognize your brand. Or you could have a print ad that drives people to a QR code for an online offer. When you do this, response rates go up. Studies show that campaigns using multiple touchpoints across channels perform better than single-channel efforts. 

It’s about being everywhere your audience is, in a way that feels natural and non-intrusive.

How to get started with multi-channel marketing 

Unfortunately, you can’t just throw up some Facebook ads and mail out some flyers and call it a day to be successful with this approach. You’ll need:

• A timeline for rolling out campaigns across different channels

• Consistent messaging so your brand feels cohesive

• Proper resource allocation to avoid stretching your team too thin

Tracking multi-channel marketing isn’t as simple as looking at one metric. You need attribution models to understand how different channels contribute to conversions. Some key metrics to track include:

• Direct mail response rates

• Website traffic spikes after offline campaigns

• Conversion rates across different touchpoints

Comparing costs and effectiveness across channels helps refine your strategy over time.

How to get started with print marketing campaigns

Start by auditing your existing channels to see what’s working and what’s just draining your budget. Where are the gaps? Once you’ve identified the gaps, focus on connecting the dots between digital and traditional efforts so they complement each other. 

Be realistic about your resources—whether it’s budget or manpower—so you can implement a strategy that actually works for your company. Map out a step-by-step plan to put everything into action so you’re making intentional, strategic moves. 

Multi-channel marketing isn’t about choosing between digital and traditional because you can use both in a way that makes sense for your business. Start to integrate them and you’ll see more results in your marketing efforts. 

Ready to take your marketing beyond digital? Let’s talk. Contact us today and let’s build a strategy that works.