Stakeholders want to know the impact of efforts. Consequently, it becomes difficult to report real results from traditional marketing efforts.
Radio, TV, and print supply estimates of reach, and offer a one-way message. Opposite, true numbers and website clicks result from digital advertising.
Maybe some relationships with traditional media were established many years ago. Ending long-standing contracts with magazines or radio stations may get complicated. Instead, ask magazine and radio sales representatives if they provide digital advertising options. This could include banner ads or e-newsletter ads.
Figure out ways to make the most of your long-standing relationships and marketing dollars in 2018.