Out with the old, in with the new? Not so fast!

by Tracey Horn, Owner, Helken & Horn Advertising

Digital advertising and social media may be all the rage, but here in the Northland traditional marketing in print, radio and television is still the most popular way for people to learn about your business. Folks still like their morning paper, and most, if not all, of you are holding a magazine to read this!

Many small businesses struggle with which marketing method to choose. So, what is the difference between traditional and digital marketing? Traditional marketing is based on an “outbound” strategy – ads that bring a company’s message to you, the public.

Traditional marketing includes advertising in magazines, newspapers, radio and TV, newsletters, coupons, flyers, brochures and billboards. Even distributing business cards or joining the local chamber of commerce falls into this category.

Digital marketing, on the other hand, is fairly new and based on an “inbound” strategy. Businesses put information about their products or services on the internet via websites, blogs, articles, pay-per-click ads and social media platforms, like Facebook and Twitter, for their potential customers to find, often as a result of a search for information.

But which will give you the most bang for the buck? There is an old advertising adage that states, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” Ask an expert for a plan to help you figure out the proper balance between both forms of marketing. If you invest your dollars wisely, it is possible to achieve your goals and increase your market share.

Founded in 1995, Helken & Horn is among Northern Arizona’s leading full-service advertising agencies, with a broad base of both business and nonprofit clients throughout the Quad-City region. To learn more, visit online at or call 928-776-0234.