The best performing marketing is messaging that resonates and engages the consumer. Where the material appears should be dictated by where the intended audience can be found.
Online marketing performance is easier to track and quantify thanks to the extensive statistical data that can be produced. But this doesn’t necessarily mean it is more effective than traditional media. There’s a reason Internet giants like Google and Facebook utilize both traditional and digital media to market their products.
The most effective marketing plans include multiple touchpoints, which could include a combination of digital and traditional marketing or a variety of “locations” in either.