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Why Traditional Marketing is Still Pivotal for Success in the Digital World

Posted on November 21, 2022 | Read time: 4 minutes

While the marketing industry continues to make great strides toward the digital world, traditional marketing is far from dead. Print, broadcast, and radio advertising are not only alive and well, but continuing to grow. A recent study has shown that the top five most trusted and engaging ad forms worldwide are all traditional, with print (82%) and television (80%) ranking the highest. Not only have these ads proven to be more engaging, but they also provide opportunities to reach a large audience in ways digital marketing cannot. Let’s dive deeper into how traditional marketing is still leading to success for real estate developers across the globe.

Television is Here to Stay

Although the internet has become the number-one source of news and information across the generations, television continues to rank as the second-largest advertising medium in the world. Whether streaming or traditional, television has proven to be more effective in reaching and connecting with a broad audience. According to a study by TV Scientific, audiences claim that they find ads on TV less annoying than on social media, websites, or in mobile games. Additionally, ads on TV garner higher ad recall, with viewers remembering ads more than 46% of the time. This shows that people are not only less likely to skip an ad on tv, but also are more willing to interact and engage with the content they see.

Listeners Pay Attention to Audio Ads

Radio is a powerful advertising medium that not only reaches millions of Americans weekly, but its affordability can lead to a higher return on investment. According to Audacy, when compared to screens, audio commands 60% more of listeners’ media time than social media, and 54% more than broadcast tv. Radio is one of the only traditional marketing mediums that truly spans across the generations, reaching people of every age, gender, and ethnicity. Adults 18-49 are the demographic that tunes in the most, with 132.4 million listeners (98% of the population) tuning in every month. Not too far behind, 93% of teens and 91% of people over 50 are also active listeners. Due to the broad range of listeners, advertisers are able to reach a greater number of people every day than any other advertising technique.

In the digital world, podcasts have brought about a new wave of audio advertising. Podcast listeners genuinely trust their host’s endorsements, and studies have shown that an astonishing 60% of podcast listeners take action after hearing a product advertised by their favorite host.

Given that the target market matches the podcast ad content, loyal listeners give endorsements from podcast hosts and radio DJs much more weight than they would a website ad.

Print Boosts the Effectiveness of Digital Ads

tesoro print ad - Traditional Marketing
While the average attention span on the internet is only 8 seconds, print readers usually spend around 20 minutes or more with their publication in hand. Studies have shown that readers not only spend far more time looking at print ads, but they also recalled more information about the ad, and had a stronger emotional connection to the content. Integrating print-to-web features, such as QR codes that link readers to the website for more information, can also boost the effectiveness of other forms of advertising. Newspaper ads have been shown to make television ads twice as effective, and they make digital marketing efforts four times as effective.

Additionally, compared to other digital marketing outlets, creative freedom reigns supreme in the newspaper industry. Advertisers can work with publications directly to choose the exact size, location, and design for their ads.

A Comprehensive Marketing Approach is Key

From primary housing for first-time homebuyers to second and third vacation homes for seasonal luxury residents, the most important focus for any real estate developer should be creating a comprehensive program that expands your reach while targeting the proper consumers. While many try to decide whether digital or traditional marketing is the best tool, Cotton & Company utilizes them both to help their clients stand out from their competitors. Combining new technological advances with tried-and-true traditional methods has led to more quality leads and closed sales for their growing portfolio of more than 1,700 communities worldwide.

Cotton & Company is a full-service real estate marketing firm specializing in the luxury segment, with clients including luxury condominiums, country clubs, marina residences, resort residential, and master-planned communities. Visit to learn more about their full scope of services which range from branding and website development to sales support, lead generation, and digital/social marketing.

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