Issue link: https://maltatoday.uberflip.com/i/228594
46 Information Technology maltatoday, SUNDAY, 15 DECEMBER 2013 Integrating traditional and digital marketing DANIEL COLEIRO KINGSWELL GETTING the right balance between the marketing channels has become a challenge, even more today with the explosion in digital marketing. Marketers struggle to understand the complex relationship between traditional and digital marketing. Marketers should do their best to complement their traditional marketing strategies with online marketing strategies. When it comes to traditional and digital marketing, instead of thinking 'either-or' one should think of bridging the two channels to make sure to capitalise from both of them. Traditional marketing still work wonders especially when it comes to top of mind awareness. On the other hand online marketing is perfect to drive potential buyers to loyal customers and maintaining customer relationships. So the question is how to balance these two? Each and every business has its own characteristics which results in different marketing needs. However one of the most important things is that your brand message is the same on all platforms, be it traditional marketing, online marketing and also social media. Choose a brand message, a colour theme and a logo so customers can distinguish your product and services from your competition. Mentioning your website and your social media channels on TV adverts, newspapers and radio is the most common way in connecting the marketing channels together. By directing offline customers to your website and social media you will attract new customers, increase conversions and may also increase search engine rankings. However there are other ways which could be more effective than just mentioning your online presence in traditional marketing. One of the most effective ways to connect the two channels together is that of QR codes. A QR code is a square box which appears in printed publications such as magazines. When someone scans the QR code with a smart phone, it gives actionable information such as a website and also additional contact details. QR codes are also ideal to be used on business cards, which keeps someone in touch with your website or personal social media accounts. Many local businesses are starting to use this type of technology, which is proving to be an ideal way to connect the marketing channels. While traditional marketing is an ideal way to reach broad consumers, digital marketing can be effectively used to create and maintain customer relationships, resulting in customer retention. Therefore, depending on your specific goals, no one has to look at the whole picture as 'traditional vs digital' but as recognising the opportunity in merging traditional and digital marketing. Communicating online and offline marketing is time consuming, and can also be expensive. However the efforts will help you generate better customer relationship and also increase your revenue. Daniel Coleiro Kingswell is a Search Engine Marketing Specialist at Alert eBusiness (Internet Marketing Division) – www.alertemarketing.com Tarragon wins an unprecedented 9 Restaurant Awards INCLUDING the Overall Best Restaurant in Malta, Best Food, Best Service, Most Mentioned, Best Business Entertainment, Most Romantic, Best Vegetarian options, People's Choice wine list and Best Maltese wine list. The Definitive(ly) Good Guide to Restaurants Awards Ceremony held at the Xara Lodge on Monday 9th December celebrated the outstanding achievement of Malta & Gozo's top survey rated restaurants as voted by diners out who participated in the Malta & Gozo Restaurant Survey online at www.restaurantsmalta. com. Out of over 1800 restaurants on the Maltese Islands only 150 make it to be included in the latest 2014 new look edition of the Definitive(ly) Good Guide to Restaurants in Malta & Gozo and their official portal www.restaurantsmalta.com The results were revealed by Lisa Grech MD of the Definitive(ly) Good Guide Co and presented by Mrs Michelle Muscat, Mr Josef Formosa Gauci CEO of the MTA, Mr Brian Tortell from HSBC and Mr Alfred Cuschieri of Continental Purchasing on behalf of Villeroy & Boch who supplied the beautiful commemorative award plates for the occasion. The Malta & Gozo Restaurant Survey was conducted in September and had a fantastic response of over 1980 surveys returned, with reviewers who dined out on average 2 times per week equivalent to over 205,920 dining experiences in a year! Of the survey respondents 52% were women and 48% men. This year sees 33 new restaurants to the new look, larger sized, altogether more colourful The Definitive(ly) Good Guide to Restaurants in Malta & Gozo with a stunning front cover commissioned from local artist Stephanie Borg. Announced on the evening was that the Restaurant survey is now open for voting throughout the year at www.restaurantsmalta.com giving diners the opportunity to vote directly after their meal. Award restaurants were chosen from the highest rated restaurants, both overall, and in the various price categories for Malta and Gozo, taking into account not only the Overall rating but also individual Food, Service and Ambience ratings, the number of people rating, value for money, comments and other data from the survey. The results of the Restaurant Survey can be found in the 2014 edition of The Definitive(ly) Good Guide to Restaurants in Malta and Gozo and is now available to purchase online for €8 at www. restaurantsmalta.com which will also entitle you to the Guide online and a free hard copy in the post. It is also available at leading stationers and bookshops in Malta & Gozo. New to the readers this year is that we are opening the survey not for the month of September but for the year. The survey is now open for voting and will close at the beginning of September giving restaurant patrons the opportunity to vote directly after their meal. For more press information please contact Lisa Grech at lisa@restaurantsmalta.com