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As conventional marketing strategies fade away, it seems that everybody these days is on the lookout for the next big thing in marketing. The digital world moves at such a furious pace that by the time most B2B marketers catch up with current trends, the Next Big Thing has already arrived. B2B marketers are tired of being left behind, but they're still unsure whether the same factors that are driving the B2C market can be applied to B2B marketing.

The solution isn't as simple as it seems. The reality can be found somewhere in the centre. Old postcards that have seen better days are just that: old. And emails (which, believe it or not, are becoming increasingly traditional) can only be successful if they include concise subject lines, A/B checking, and relevant calls-to-action. However, combining certain conventional marketing techniques with a forward-thinking digital approach will yield significant results.

Although social media marketing has been popular for many years, so many businesses still believe they can adapt old marketing techniques to this new medium.

Whereas conventional marketing relied on one-to-many modes of communication — think of a TV advertisement advertising a new product — today's marketing, which is dominated by social media, is more one-to-one. 

At the same time, today's tools enable you to exponentially expand from a one-to-one to a mass audience, because each person you communicate with can easily spread the word to their own networks, which in turn have connections to other networks, and so on. However, getting there necessitates a more intimate, human approach. 

Consider this: In today's marketing landscape, a YouTube star or an Instagram model may have more impact and engagement than some of the world's biggest brands, which saturate the internet with advertising content but gain little traction. The explanation for this is that social media users crave human interaction and two-way communication, rather than advertisers just putting out their own narrative without bringing customers into the discussion. 

Traditional marketing, on the other hand, does not have to die because everyone can make this change to humanize their brand and succeed in this new age. There are a few simple steps to follow, including: 

• Creating social media content that appears and sounds more like something an individual might share rather than corporate. 

• Emphasizing the brand's personality, and highlighting the employees who work there and the consumers who help make it what it is. 

• Rather than just auto-liking comments on social media, take the time to react in a personable, meaningful way. 

• Recruiting consumers and employees as brand ambassadors, such as by allowing them to create content for the company's social media platforms or by holding a contest for them to enter. 

• Refocusing expectations to focus on smaller, more profitable sectors, such as forming a private community to engage superfans. 

It is very much clear, combining certain conventional marketing techniques with a forward-thinking digital approach will yield significant results. The Harvard Business Review published an article titled "Marketing Is Dead" in 2012. The author claimed clearly that buyers were not paying attention, that 73% of CMOs had lost their credibility, and that traditional marketing had no position on social media. In 2012, however, the Harvard Business Review lacked a crystal ball. I came across several posts, including one from Entrepreneurship Life recently, that extolled the many benefits of conventional marketing, including lower costs, face-to-face interactions, and ease of access. From Forbes to The New York Times to B2B bloggers, everybody has an opinion about whether conventional marketing has a place in your marketing plan. If it's part of a strategic integrated strategy customized to your target buyer personas and business objectives, we believe it does.

Here are some more ideas for integrating conventional marketing tactics into the overall digital strategy.

1. Think about your overall goal.

Consider what you intend to accomplish. Are you looking to raise brand recognition among business executives in companies with annual revenues ranging from $50 million to $200 million? If that's the case, a print ad in an in-flight magazine may be ideal for you. You may also buy an ad in local high school football programs if you're looking to aggressively seek business from parents of sports-minded teenagers in your city. Consider a regional mobile tour that visits music sites or trendy shopping centres if you're introducing a new product that will cater to millennials. There are several things you can do to increase brand recognition and drive sales that are complementary to conventional marketing methods.

2. It's all about the brand.

Whatever you choose, make sure it all looks and feels the same. You don't want to get your target audience confused. Ensure that your efforts are all consistent. A print ad in a trade magazine and a digital ad on LinkedIn can send the same message about the brand to the audience.

3. Put it to the test.

Do you believe a direct mail campaign would be ineffective? Check the findings by sending out a few different items to a smaller sample. Include a strong call to action and keep track of your progress. Alternatively, you might combine a direct mail piece with a targeted email campaign and see if they complement each other.

Don't make the mistake of dismissing any traditional marketing tactics entirely. With relevant packaging, creative graphics, and a compelling call to action, some marketers are discovering that old-fashioned direct mail is more successful than ever.

So, what's the deal?

Traditional marketing isn't going anywhere anytime soon. With a little reinvention, savvy B2B marketers with an active streak of innovation will zero in on time-tested strategies that can function well again.