How to Add Digital to Your Media Mix

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Fuor Digital offers advice to traditional media planners on how to effectively use digital media.

Digital media has become an integral component of most marketing programs, given its extreme flexibility, high targetability, and the availability of advanced analytics and real time results. Marketers no longer have to gauge how successful a campaign is based on sales trends; now they can learn its weaknesses while it is running and optimize for success. Digital media has been embraced by e-tailers and other online businesses from the beginning for its ability to measure each marketing dollar in relation to sales. Offline sales-based marketers are now recognizing the strengths of digital media in regards to lead generation and brand interaction and recognition, which were once controlled by television, print, and radio. Making the transition from traditional media to the analytics-based digital marketing can be overwhelming for many marketers, but once they take the first leap, many realize that the same fundamentals of traditional advertising apply.

Fuor Digital, a Chicago-based digital media agency, is trying to help traditional marketers make the transition to digital media and understand how it can enhance and be enhanced by traditional media campaigns. Traditional media is not a thing of the past, but remains an important part of any campaign. By working together, traditional and digital media can drive more conversions and impressions than either alone.

The experts at Fuor Digital offer several tips for traditional marketers and media planners who are trying to bridge the gap to digital media.

1.    Understand What The Web Can Do For You
The first place consumers go to learn about a product, company or advertisement is the internet. Marketers can take advantage of this fact by sending consumers to the company's own information and resources, exposing them to the brand and message. Including a URL on TV, print, out of home, radio and any other marketplace collateral will ensure that consumers have a chance to further engage your brand, which should be consistent across all marketing forms so that consumers know they are in the right place. However, driving users to your web presence is only the first step. What do you want consumers to do once they arrive? Do you want them to buy something? Do you want them to engage in content? Do you want them to ask for continual communication? Marketers need to determine what types of engagement they are expecting from consumers and build their entire web experience around that.

2.    Leverage Your Assets to Integrate
Integration of marketing efforts is important on many different levels. The easiest step into digital advertising is leveraging media dollars that are already being spent on the traditional side to build comprehensive packages. No traditional vehicles exist anymore without an internet counterpart. There are many opportunities for marketers to take a small step into the digital spectrum by expanding their current marketing efforts. Magazines, radio stations and cable stations all of websites that can be utilized as part of a digital marketing campaign. While these opportunities aren't all that digital media has to offer, they can offer traditional marketers some experience with how digital media works, creative necessities, tracking opportunities and the terminology in general. Working with these familiar outlets allows traditional marketers to get comfortable with the web, and give them a place to leverage their marketing dollars and target key consumers, without delving too deep into the digital space.

3.    Learn Your Terminology
A major part of the transition from a traditional marketing / media background to working within the digital platform is understanding the terminology. Just as all traditional vehicles have their own vocabularies for metrics, pricing, and research, digital has a language unto itself. All marketers experience confusion in the beginning of their career when they are presented with terms such as index, TRPs, CPPs, HUT, PUT, etc; the same learning curve applies for the CTRs, banner, pixels, html, and tagging that come with the digital world. The best way is to learn the new terminology by area. Just as traditional has radio, TV, outdoor, and print all with their own terms, digital has Display, Search Engine Marketing, Search Engine Optimization, Mobile Phone, Email - in addition to the measurement part of the industry, referred to as analytics, which is the biggest difference between traditional and digital. With the trackability provided by digital's analytics comes the opportunity to have a 360 degree view of a campaign, all the way through to a user's actions on the website they are driven to once an ad is clicked. Analytics must continue beyond the media, through to the client's website to gain full comprehension as to what occurred.

4.    Keep up to date with new technologies
The key to being successful in digital media is to constantly try new strategies, tactics, and campaigns until you achieve your goals…and then try something even newer. The most difficult part of digital media is staying ahead of the technology curve. There are so many shifts in this business that it is imperative to stay on top of what latest thing is being offered. By remaining up to date on industry trends, marketers give themselves the ability to explore new ideas and strategies, rather than being stuck in only what has worked in the past. Whether you are a newcomer to the digital world, or an experienced digital marketer, you will face this challenge. The number of companies that offer opportunities within the space can be overwhelming. There is a lot content available to sift few, and numerous resources that can provide you with industry happenings. The best thing new digital marketers can do is read, read and read more. Having an agency partner that is tasked with not only internal education on the latest and greatest, but also external efforts to teach, train, and disseminate knowledge is another opportune way to stay current in this field.        

If you're interested in learning more about Fuor Digital and their digital media services, please visit

About Fuor Digital
Fuor Digital is a full-service, Chicago-based digital media agency, specializing in all aspects of digital media campaigns, including digital strategy, advertising, search engine marketing and optimization, e-mail marketing, mobile phone marketing and web analytics. Founded in 2006, Fuor Digital believes in helping their clients master the digital media mix by using all appropriate mediums cohesively, and focuses on creating quantifiable results to help clients track and understand the ROI on their digital media investment. With their breakthrough conversion attribution system and seats on the Standards Committee of the Web Analytics Association and Click Quality Council, Fuor Digital is an innovative leader in the digital media industry.

Fuor Digital is a Kelly, Scott & Madison company. For more information about Fuor Digital and their digital media services, please visit


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Jean Levasseur
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