Are you trying to find the right balance between traditional and digital marketing? Here are 2 easy ways you can budget your marketing dollars effectively.

1. Track and measure results 

Traditional marketing strategies have one main failing – they are difficult to track. As such, it is hard to see where your marketing dollars are working.

One of the key advantages to using digital marketing over traditional marketing is the ability to track and measure the results of your campaigns. If you can’t track the results you have achieved from a marketing campaign, how do you know that the campaign was successful? And whether your money and time was well spent?

While traditional marketing methods such as flyer drops, direct mail campaigns and billboard advertising can still be effective used in conjunction with other marketing efforts, it is difficult to track how much they are benefitting your brand.

It’s impossible to know how many times a potential customer might have driven past your billboard before they picked up the phone and called you. Due to this, you lose the ability to allocate budget and resources effectively to these traditional marketing methods.

This is not the case in the digital world. Almost every factor online can be tracked. Due to the digital footprint consumers leave behind during both the decision-making process and the stages of the customer lifecycle, the amount of data and analytics available for digital marketing campaigns is extensive and invaluable.

If you are unsure how to track your online marketing efforts, using a marketing consultant or employing an internal experienced marketing manager can be a big help.

2. Remarketing

Remarketing is the next level of ‘Big Brother’ marketing. If you’ve ever shopped online and noticed ads for the very items you were looking at pop up in other websites you’ve navigated to, you are being remarketed to.

The ability to ‘remarket’ is a huge advantage of digital marketing over traditional means because big data is changing the way we market to consumers.

This technique will help you to maximize the results and dollars spent on any campaigns or initiatives where the objective is to drive traffic to your website. These campaigns will be strengthened by adding a ‘follow up’ element to your marketing efforts.

Once a tool used mostly by larger enterprises, Facebook and Google have changed the goalposts with data, allowing small businesses to take advantage of data too.

Small businesses should think of a remarketing strategy as a way of capturing cool leads and warming them up. For example, if you run a Facebook Ad to drive traffic to your website, with the Facebook Pixel you would now be able to digitally ‘capture’ all of these leads.

You can then remarket to this database of website visitors and move them along your pipeline by encouraging them to join your mailing list with a free giveaway or eBook or asking them to like your Facebook page or offer them a special discount.

We anticipate the remarketing trend to become more prolific, with that capability of hyper-targeted online advertising, email marketing and social media advertising affording marketers the ability to target specific products and services to customer segments at specific times in the customer life cycle.

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Chronicle Republic Communications is a boutique Sydney marketing consultancy for real estate, property and interiors professionals. We specialise in social media, content marketing, email marketing, blogging, search engine optimisation, social media advertising and much more!

We help our clients tell their brand’s story through engaging and meaningful marketing that captures attention.