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In this episode of The Marketing Factory, host Marissa Candy dives into the dynamic relationship between traditional and digital marketing. With over two decades of experience, Marissa challenges the common misconceptions that traditional marketing is dead and explores how both strategies can work together to maximize reach, resonance, and return on investment. She breaks down the distinct roles each type of marketing plays and offers practical insights for CMOs, marketing managers, and business owners looking to optimize their marketing budgets. Join Marissa for a lively discussion that combines clarity with actionable strategies, all served with a touch of humor.

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Timestamps:

00:00:00 - Introduction

00:00:31 - Traditional vs. Digital Marketing Overview

00:01:03 - The Role of Traditional Marketing

00:01:46 - Traditional Marketing Channels

00:02:19 - Benefits and Challenges of Traditional Marketing

00:03:02 - Insider Tips for Traditional Marketing

00:04:27 - Marketing Help and Support

00:04:48 - Introduction to Digital Marketing

00:05:10 - Benefits and Challenges of Digital Marketing

00:06:04 - Integrating Traditional and Digital Marketing

00:06:56 - Choosing the Right Marketing Channel

00:07:28 - Budgeting and Testing Strategies

Traditional marketing, TV, radio, newspapers, magazines,

direct mail, billboards, yes they still exist. It

might feel old school, but in the right setting... perfect.

Google ads, SEO, email marketing, webinars. Digital

is like that friend who always has a spreadsheet. It gives you all the

data your CFO could only dream of. But

how does traditional and digital marketing play together? Welcome

to The Marketing Factory, where we don't blend in. I'm Marissa Candy,

founder and award-winning marketer. And for over two decades, I've

helped businesses think differently about their marketing, and achieve powerful

results. In this podcast, I'll share proven strategies so

that you can create profitable marketing campaigns that drive real

impact for your business. Ready to turn clarity into action?

Let's get started. Traditional versus digital marketing. Are

they enemies, soulmates, long lost cousins,

or just a couple who need some couples, therapy, and

a solid media mix? You've probably heard things like

TV's dead, prints for dinosaurs, or my

personal favourite, if it's not trackable, it's not worth

it. But here's the truth. Both traditional and digital

marketing play powerful, distinct roles. And

when used together, they can give your business the kind of reach,

resonance and ROI that gets finance and

sales teams smiling at the same time.

So whether you're a CMO or a marketing manager or

a business owner trying to figure out where to put your next

marketing dollar, we're going to break this down without

the jargon and maybe with a little humour along the

way. Let's dive in. All right, let's start

with the OG of marketing, traditional marketing.

And just so you know what I'm talking about, we're talking about

TV, radio, newspapers. Yes,

they still exist. Magazines, direct mail,

billboards, events, and sponsorships that get

your brand out into the wild. and so much

more. Think of traditional marketing like vinyl

records. It might feel old school, but in the right

setting, perfect. Its

superpowers are this, mass reach, brand

awareness, emotional impact, the kind that

sticks in your brain like a jingle from a 90s

cereal commercial. But yes, it's also pricier.

slower to roll out and harder to measure. Unless

your KPI is a number of nods from the people who saw

your bus ad, still don't write it off. Traditional

marketing is your brand stage presence. It's where

you build trust and credibility at scale. The

media are going to hate me right now for saying this.

So let's just keep this between you and me, shall we? Traditional

marketing, when not sold, say you're at a TV

station, if you're at a radio station, you can

sell at a distressed rate. you

can purchase unsold airtime.

Think of a half an hour TV show that

you love to watch. There's certain spaces in that program for

ads. And when those ads and that program coming

to that weekend, that night in the state of

origin, we have so many spots to sell and

they're not all sold the day before the ball goes off

the halfway line at kickoff. then those

actual rates sell at distress, where

you could actually purchase something at 50% off the

original costs. Now, do not, promise

me, do not go into a

radio station, a TV station and tell them, hey, Marissa

Candy told me that you offer distress rates because we

can't be friends anymore. That's not what's going to get you a distress

rate. But maybe you should talk to a salesperson and say this, Is

there any unsold media or discounted rates I

could leverage from as part of my advertising? That'll

go a lot further, okay? Promise? Great, thank you. We're all here

to protect our brand, right? as well as release

a little bit of sneaky insider trading information. Just quickly, if

you're a business owner struggling to see results from your marketing or

you're overwhelmed by the thought of marketing your business, we

can help. Book in a call with my team using the link in the show notes

and let's get your brand thriving without the struggle. Now, back

to the episode. Now let's talk digital marketing, the sleek,

the speedy, always online twin. It

includes social media, Google ads, SEO,

email marketing, content, video, webinars, and

yes, even TikTok, if you're brave enough. Digital

is like that friend who always has a spreadsheet, knows exactly

what time you click the email, follows up with a personalised ad

when you don't. It's brilliant though, because it's

highly targeted and you can test and tweak it in real time. It

gives you all the data your CFO could only dream of.

But it's not all sunshines and

click-through rates, is it? There's also saturation. Everyone,

everyone is shouting online. There's constant algorithm changes.

Blink and meta changes its mind. and

a need for creative that doesn't look like your VA made it in Canva

the night before. Digital works best when you

want action, clicks, signups,

sales. It's your conversion machine. But

even machines need meaning. That's where the

combo comes in. So how do these two play together? Think

of traditional as the opening act. It gets people's attention.

Digital is the merch table where the actual money is

made. For example. A TV ad builds

buzz. A Google search ad captures intent.

A radio spot plants the seed. An Instagram reel

waters it. And your website harvests it.

Some of our most successful campaigns at the marketing factory are

the ones that blend both worlds together. like

a billboard campaign that drove awareness and QR code traffic or

an event activation that we retargeted digitally for weeks

afterward. It's not about choosing sides. It's about integration.

One builds the emotional moat and the other builds the bridge

to conversion. Okay. So how do you know which

channel to use and when? Let's break it down. Firstly,

you're going to know your audience, who you're talking to. know

more about them than you think that they know about themselves, right? Are

they listening to the radio during the school run? You can buy that piece

of time, just that piece of time. If you're targeting

mums in cars, dropping or picking children up

from school, bam, I want the school pickup time. It's

called afternoon slot, go and buy that, okay?

Are they scrolling TikTok at midnight? Are they reading

the paper with their Sunday coffee? Side note, yes. People

still do that. I see it. Here's what you've got to do. Match

the channel to the goal. If you're doing a brand launch, traditional

might lead. An e-commerce sale, digital is

where it's at. Now, next, you've got

to budget wisely. Don't blow it all on one

ad that your mum loves. Spread it with intent across

short and long term tactics. And

most importantly, you got to test, you got to track, you

got to tweak. Marketing's not a fire and forget

missile, right? It's a dance. Test

what works, double down on that, kill what doesn't.

So here's the big takeaway. Traditional isn't dead, far

from it. Digital isn't everything. It's not a battle, it's

a balancing act. Use traditional to build memory,

trust and scale. And use digital to convert, engage

and evolve. The real magic happens when they both

work together. And hey, if you're sitting there thinking, this

all sounds great, but I still don't know where to start. That's what

we're here for. Connect with me on LinkedIn. And

until next time, don't pick sides, pick strategy. Thanks

for tuning into The Marketing Factory. If today's episode helped

bring clarity to your marketing strategy, please leave a five-star

review on Apple Podcasts or Spotify. And don't forget to

subscribe on your favorite platform. Stay connected with us

on the socials at The Marketing Factory or at

The Marketing Factory AUS, and let's keep turning clarity