I started my marketing career in April 2007. Facebook had 50 million users, Apple was launching its very first iPhone, everyone had MSN on their computer and a Hotmail email address… And me? I was sending out media advisories by fax—a chore that took an entire morning. Ouch the return on investment… When it came to marketing campaigns, there were roughly 4 options: out-of-home advertising (Zoom Média in the bathrooms), radio, TV and newspapers (print, of course). And then, all of a sudden, a little critter called digital placement started taking up a bit more room, and a bit more, and a bit more… Until it took up all the room.

In today's digital world, it's easy to think that digital marketing is the only way to go. Traditional marketing, however, shouldn't be overlooked. In fact, an effective marketing strategy should combine both approaches to maximize reach and impact. This is what we call the media mix. Whether it's placement on Facebook, on Google, on TV or on the radio, each medium has its own purpose that helps achieve specific objectives. Here are a few of the benefits:

Precise targeting

This is the undeniable advantage of digital over traditional. Audience targeting is far more precise and specific, and it allows for personalized messaging.

Tracking results

Another major advantage is, of course, the data—which is easy to collect and analyze in order to measure effectiveness.

Cost

Finally, we're talking about campaigns that can be far more affordable, especially for small businesses.

Broad reach

Depending on the market, the chosen medium can reach a wider and more attentive audience, including people who aren't connected to the Internet. In Québec City, for example, radio remains a very strong medium that delivers great results.

Credibility

Depending on your target audience, it can be perceived as more credible than digital marketing.

Emotional impact

Since it is used more for building brand awareness, it can create a stronger emotional impact than digital marketing.

An effective marketing strategy should therefore combine the best of digital and traditional. The former targets potential customers far more easily, gathers data on them and makes real-time adjustments to quickly reach the objectives that have been set. The latter, for its part, makes it possible to speak to a much broader audience and thereby build brand awareness. By exposing consumers to an advertising message across several channels, you create multiple touchpoints with the brand or product, which strengthens its recognition and retention in consumers' minds and helps you stand out from the competition.

Would you like to review or discuss the marketing strategy for your real estate project, or boost your company's brand awareness? Don't hesitate to reach out to our team of experts at Graph Synergie.