Which type of marketing should businesses use to increase ROI?

The key to a great marketing campaign is to find the right balance between traditional and digital. In 2020, digital marketing is the yin to traditional marketing’s yang. Both play an important role in a marketing strategy, but they are each elevated when used in unison.

Take Guinness for example. Their TV commercials are infamous because of their unique and powerful cinematography. Over 20 years later, Guinness’ classic 1999 ‘Surfer’ campaign is still one of the best TV commercials of all time. However, even with this legendary status, Guinness still have to move with the times and incorporate digital marketing into their strategy so that they don’t miss out on some huge marketing opportunities.

In order to reach a broader and younger audience, Guinness recently expanded their digital marketing horizons by making video content specifically for Facebook and Instagram. Rather than just reformatting their TV commercials, they filmed their campaigns as social first videos by composing the shots specifically with both Facebook and Instagram in mind. The videos were specifically targeted to the audiences they had in mind.

The result was a visually stunning and impactful social media campaign about Compton cowboys caring for their horses in California. Perfectly trendy and sharable Instagram fodder.

Modern digital marketing by Guiness via Marketing Week

Let’s get to the specifics and define the differences between digital marketing and traditional marketing and their pros and cons.