Have you ever seen this quote?
“Doing business without advertising is like winking at someone in the dark. You know what you’re doing, but nobody else does.”
It made me smile when I first read it years ago and I still think about it now. In a world dominated by digital marketing, does traditional advertising still have a place?
Absolutely. Advertising — whether print, outdoor, radio, or digital — still plays a valuable role when used as part of an integrated marketing strategy.
Here’s why:
✅ Message Control
Timing is everything. Whether you need a single, perfectly timed call-to-action or want to reach thousands, advertising allows you to control:
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When your message appears
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Where it appears
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Exactly what is being said
While PR and social media are essential, you don’t control when coverage lands or how others interpret your message. Advertising ensures your message is delivered exactly how you intend, when you need it most.
✅ Credibility and Visibility
Studies show that brands maintaining visibility during economic downturns are more likely to bounce back stronger (IPA Bellwether Report, 2024).
When customers, prospects, and competitors see your business advertising, it signals stability and confidence — even if it’s a modest local radio or sponsored social media campaign. It shows you are active, relevant, and investing in your brand, which builds trust.
✅ Supports and Amplifies Other Marketing
We live in an omnichannel world. Advertising no longer operates in isolation; it enhances and supports your online and offline activity.
It takes an average of 7+ brand touchpoints before a customer takes action, and people see over 4,000 brands daily. Advertising helps ensure your brand is part of those touchpoints, supporting your organic content, social media, and email campaigns.
✅ Brand Reinforcement and Positioning
Your brand should communicate your values and set expectations for your customers. Advertising keeps your brand visible and top of mind, helping your audience understand who you are and what to expect when they interact with you.
It also positions you where your audience is, whether that’s a local lifestyle magazine, a targeted Google Ads campaign, or digital radio. This visibility helps extend customer lifetime value by reinforcing your brand promise consistently.
Advertising isn’t about shouting into the void
It’s about making sure that when you’re “winking,” people actually see it.
If you’re ready to get your brand seen, but aren’t sure where to start, we can help you find the right advertising mix to complement your social, digital, and content strategy.