Even though there are still a number of truly traditional agencies out there, we’ve seen a steady increase in purely digital advertising agencies over the past few years. In order to stay relevant, the vast majority of advertising/marketing agencies are trying to navigate how to successfully become a hybrid of traditional and digital – a TraDigital agency.

The evolution of digital marketing is forcing marketers to think differently about building and managing brands. Marketers are now responsible for both traditional and digital marketing channels. To be effective they must exhibit skills in writing, strategy, design, web development, relationship building and countless others. Several are struggling to find the most efficient and effective ways to connect traditional marketing tactics with newer digital strategies.

Many brands have a strong traditional advertising campaign and a strong online presence but do not know how to combine the two. Social media is just one aspect of digital marking – but with 88% of companies projected to use social media tools for marketing by 2012, knowing how to integrate your social media presence with your traditional marketing efforts is crucial. The goal is to make advertising more effective by giving consumers a complete brand experience through the use of multiple channels that encourage interaction and engagement.

Traditional advertising is still is a great way to reach the masses, while digital marketing offers a more personalized, one-on-one style of communication. TraDigital advertising tactics help businesses create engaging campaigns that connect with consumers through various channels – leading to more impactful and successful brand awareness.

When it comes down to it, today’s great marketing campaigns are integrated and interactive. They employ TraDigital methods, refusing to believe that ‘old’ tactics no longer work, while recognizing that new and innovative tools of engagement can be priceless. Brands are challenged to build relationships and awareness in new ways. Learning to navigate this new world of hybrid marketing can be intimidating, but it is inevitable.

My advice is that you better get a handle on your brand and what your customer’s need are. Identifying that and translating it into powerful creative and memorable campaigns will need a good dose of TraDigital. Lucky for you I might just know a hybrid agency that can help!