Facebook’s 500 million members would make it the third-largest country in the world. Ellen Degeneres has over six million Twitter followers. Smartphones and iPads are in the hands of countless people around the world. There is no denying the overwhelming impact of not only the internet, but new devices and social media. However, you can’t deny that traditional forms of media are still thriving in the lives of consumers today.

Interactive efforts are now playing a huge role in how businesses attract and retain customers. Every advertising strategy aims to reach a target consumer, and traditional advertising may seem to have lost its luster. Traditional advertising, while still effective and extremely important, seems to be playing a supporting role. It should not however, by any means, be ignored. Traditional media consists of established advertising methods, including newspaper, magazine and other print ads, radio, television, billboards, and more.

The key is to integrate traditional advertising and digital advertising to develop powerful, integrated marketing campaigns. Traditional advertising is not dead. It is merely facing a great deal of competition from other forms of advertising in modern times. Like many other facets of life, advertising has been irreversibly changed by technology – consequently, advertisers have been forced to adapt. Balancing the free form messaging of social media with the control, consistency and reach of traditional media can offer the best of both worlds.

Traditional media actually forms much of how consumers interact with brands through digital media. Because of its reach, many brands are using traditional media to direct viewers, listeners, and readers to their digital marketing efforts. We are seeing this happen with print advertisements and television commercials directing traffic to the brand’s Facebook page or Twitter handle. Once there, visitors can communicate and connect with the brand to begin developing a lasting relationship.

Social media can be great for building customer relationships and spreading your brand’s message, but it does have a significant downfall. People don’t always spread the same message you would like them to. While honest opinions are user-generated, they may not fit your strategy and on occasion may even be detrimental. Traditional marketing can help create a foundation and guide the brand message through the social media community. By promoting the contents of one marketing effort, for example a television commercial, with another like social media, you strengthen the frequency, volume, and effectiveness of both marketing efforts. What a great way to maximize your marketing investment and gain more mileage out of your campaigns.