Tradigital… It’s the new buzz word in the automotive advertising world and will soon transcend into the rest of the advertising world. It’s derived from a combination of traditional media, (Radio and TV) and digital media, meaning any advertising transmitted via the internet on computers, phones, tablets, etc.
Automobile dealers are taking P&G’s (Proctor & Gamble) lead in understanding that digital advertising, in most business categories, cannot and does not create demand for products or services. Digital media is primarily used at the end of the buying cycle, where they do their research and is the “How people buy”, whereas traditional media (Radio/TV) create the desire or emotional connection that creates the “Why people buy”.
Ryan Deiss has been called one of the world’s leading digital marketers. While speaking to a group of advertisers, he showed them the eight sequential things about online marketing.
“The first of the eight was Awareness”, he said. “No one in the room should be spending a penny online for awareness. The cost of creating awareness online is incredibly expensive compared to radio. You just need to maximize the online traffic that radio can easily drive to your website.”
By utilizing the tradigital philosophy you will follow your potential customers on their natural buying cycle. TV and Radio will connect with them on an emotional level long before they need your product or service, and when they do need you, they are more apt to search for you on one of the many digital platforms.
If you are all digital, the experts like P&G, Ryan Deiss, and experts in the automotive industry might suggest you get focused and become Tradigital!