Stand Out: 5 Ways to Combine Traditional and Digital Marketing

How to combine traditional and digital marketing

According to eMarketer, global advertising spending is projected to hit $1 trillion by 2028, with digital ads accounting for roughly 75 percent of that total. With so much investment flowing into digital channels, it’s easy to overlook the value of traditional tactics, but doing so can leave gaps in your reach. Businesses now recognize that digital marketing tools and traditional marketing tactics used at all stages of the customer journey help ensure they reach as many prospects as possible, no matter where they spend time.

Here are five strategies to harness the power of traditional marketing alongside new digital innovations.

1. Billboards and geotargeting

Billboards are still a popular way to advertise in specific markets and reach large numbers of consumers. According to Grand View Research, the U.S. billboard and outdoor advertising market is expected to reach $13.35 billion by 2030, a sign that out-of-home ads remain a steady part of many marketing budgets even as digital grows.

Digital billboards offer flexible, rotating slots, often $250 to $3,000 per month, so small businesses can tap into outdoor advertising without the steep upfront costs.

To get even more bang for your buck, pair billboards with mobile device marketing strategies like geotargeting to send banner ads to drivers’ smartphones and reinforce your marketing message.

2. Magazines and digital content

Print magazines still have loyal readers, particularly within certain demographics. YouGov’s State of U.S. Media Consumption in 2025 found that 15 percent of Americans read a print magazine in the past month; that number was 23 percent among Baby Boomers, specifically. Meanwhile 12 percent read a digital magazine; Gen Z was the leading demographic in this category at 15 percent. It’s a reminder that each format reaches a different — and still valuable — audience.

Publications focused on special interests like business, travel, antique cars, diving or investing tend to attract highly engaged readers. People go to these magazines for their specific point of view, so when brands advertise in them, they often benefit from the trust the publication has already built with its target audience.

When you’re evaluating magazine advertising opportunities, look for integrated packages that blend print with digital. Many publishers now offer cross-platform bundles — think print placement paired with website display ads, newsletter sponsorships or social media boosts — and these options usually deliver more value than running a print ad on its own.

3. Newspapers and online ads

While print newspaper circulation has declined, local newspapers still connect with engaged readers. According to Pew Research Center, 25 percent of U.S. adults say they get news at least sometimes from printed newspapers or magazines. That tells you print still holds attention — especially for community-based content.

And print advertising can be surprisingly competitive, too. Quarter-page ads in community papers can run anywhere from $200 to $1,500, making them a realistic option for businesses with modest budgets.

Most newspapers now also include online components, so you can connect with your audience on social media as well as in the paper. When you pair print and digital, you often get the best of both worlds: traditional reach and measurable online visibility. When negotiating, look for added value like website banner ads or dedicated social media posts on their platforms.

4. Television and video ads

Television advertising continues to evolve with the rise of connected TV (CTV) and streaming services. And even with all the new platforms, traditional TV still pulls real weight. According to eMarketer, U.S. adults spend an average of 2 hours and 29 minutes per day watching traditional TV, so it’s one of the most consistent ways to reach broad audiences across demographics. This makes TV a strong anchor for campaigns that blend traditional and digital marketing.

To make your buy count, you’ll want to know what your audience is actually tuning into. Collect survey data online or via email or text to learn which shows your audience watches, and then run a commercial that tells your story. Local TV advertising has become much more affordable, with monthly packages starting around $3,000 to $8,000 for a reasonable rotation. Production costs for professional TV spots typically range from $5,000 to $20,000, and you can repurpose content across multiple digital channels to stretch your investment even further.

If cable TV isn’t accessible in your area (or is too costly), many stations now have apps or YouTube channels where you can advertise at lower price points. Create video ads in multiple lengths — six seconds, 15 seconds and 30 seconds — so you can reuse the same content across social media, streaming platforms and your website.

5. Radio and streaming ads

Americans spend a great deal of time with audio, which makes radio and streaming excellent channels for blended marketing strategies. According to Nielsen data, ad-supported listeners spend nearly four hours a day with audio content, with AM/FM radio capturing 62 percent of that time and streaming music accounting for 15 percent. This mix shows that traditional radio still commands the largest share of listening, but digital audio is a meaningful and growing companion channel.

Radio advertising offers great value for local businesses, with rates ranging from $200 to $5,000 per week, depending on market size and time slots. Many stations even offer free production and bundle broadcast spots with streaming placements on platforms like iHeartRadio or their own apps.

If you create a strong spot, consider extending it to Pandora, Spotify or YouTube, or use it to reach listeners through podcast advertising as well. Repurposing your audio this way helps you cover both traditional and digital channels without needing to create something new.

Why you should combine traditional and digital marketing

Creating a marketing strategy that blends digital and traditional elements helps you expand your reach, get your message in front of more prospects and generate more sales leads. Here are four primary reasons to use both digital marketing and traditional marketing tactics together.

1. There’s less clutter on traditional media.

We all know we’re surrounded by digital ads, but there’s a big difference between what we notice and what we’re actually exposed to. Long-cited research suggests we pay attention to about 100 ads a day, though the real number is likely far higher. And with many people using ad blockers — 52 percent of U.S. internet users, and climbing to 66 percent among more experienced users, according to a Ghostery/Censuswide report — it’s even harder for digital ads to break through.

Traditional marketing channels, on the other hand, face far less competition for attention. You’re more likely to stand out when you use a traditional tactic, especially if you bring in a bit of tech. Integrating digital tools into traditional channels gives you the best of both worlds and opens up fresh, creative ways to reach consumers without breaking the bank.

2. Customers want an omnichannel approach.

Often-cited research from Harvard Business Review shows that 73 percent of consumers use multiple channels during their shopping journey, and omnichannel customers spend more both online and in-store than single-channel shoppers. If you ignore the offline portion of that experience, you may miss chances to show up where customers actually want to engage with you.

The 2026 State of the Customer Experience report backs this up. Many consumers feel overwhelmed by brand outreach: 70 percent say they get so many messages that they stop paying attention, and 59 percent have even deleted important messages because they assumed they were marketing. When communication isn’t coordinated across channels, people tune out instead of engaging.

Bringing your online and offline channels together helps you deliver consistent, relevant communication at the right moments, whether that’s a social post that drives in-store traffic or a postcard that supports an email campaign.

3. A combination of tactics creates unexpected personalized experiences.

Personalization has always been one of digital marketing’s biggest strengths. When you bring that same personalization into your traditional tactics, you can create standout experiences that drive real engagement and sales. For example, Nike integrated NFC chips into limited-edition sneakers that unlock exclusive content and rewards in the Nike app. This is a great way to connect a physical product with a digital moment.

QR codes are another simple bridge between offline and online experiences, and their use has exploded. According to a 2025 Bitly survey, 93 percent of marketers said they increased QR code usage in the past year, while 88 percent noticed more positive consumer sentiment toward QR codes. The most common placements include product packaging (46 percent), events (43 percent), in-store displays (40 percent) and print ads (40 percent).

Together, these examples show how traditional touch points, whether it’s packaging, signage or a physical product, can deliver rich, personalized digital experiences with a single tap or scan.

4. A combination approach brings a new level of convenience.

Modern consumers expect smooth handoffs between online and offline experiences. And nothing shows that better than BOPIS (buy online, pick up in store). According to Capital One Shopping research, 68 percent of U.S. shoppers used buy online, pick up in store (BOPIS) multiple times, and 22 percent use it regularly. Younger consumers use BOPIS at even higher rates. That’s a clear signal that customers value the flexibility of browsing online and grabbing purchases on their own schedule.

Retailers are leaning into this behavior, too. Target’s app lets shoppers add items to their cart while walking the aisles and skip the checkout line entirely. Home Depot’s app surfaces real-time inventory and aisle locations so customers can find what they need faster.

A hybrid online-offline approach isn’t just convenient: It removes friction. When you meet customers where they are, whether that’s on an app or in a store, you make it easier for them to buy from you.

Stand out and be seen with a combination approach

When you’re building your company’s marketing plan, don’t overlook traditional marketing or leave potential leads on the table. An integrated approach that thoughtfully blends traditional and digital channels can boost campaign effectiveness significantly. When you tailor a mix of tactics to your target customer and choose your media carefully, you make a bigger impact on how consumers find, understand and engage with your brand.

Even better, as more marketers pour their budgets into digital, many traditional channels have become more affordable. That puts tactics like print, radio and local TV within reach for small businesses, giving you more ways to stretch your budget and stand out.