Episode at a glance: In this Behind the Brand roundtable, Kelly, Taylor, and Michael from Moxie Creative explain how integrated campaigns blend traditional tactics like billboards, radio, print, and direct mail with digital tactics like SEO, paid search, and social ads. They share Moxie’s own launch, client examples, and budget-friendly steps. The key takeaway: start with your audience, not the tactic, and make the handoff from awareness to search effortless.
Listen to Episode 037 of Behind the Brand
Apple Podcasts · Spotify · YouTube
Episode chapters
- 00:00 Introduction to Integrated Marketing
- 00:32 Meet the Hosts and Guest
- 00:52 Diving into Integrated Campaigns
- 01:55 Traditional Marketing Explained
- 03:42 The Evolution of Digital Marketing
- 07:43 Combining Digital and Traditional Strategies
- 10:50 Challenges and Solutions for Small Businesses
- 12:16 The Power of Integrated Marketing
- 12:37 Choosing the Right Marketing Tactics
- 13:15 Digital vs. Traditional Marketing
- 13:48 Targeting Your Audience Effectively
- 14:41 Case Study: Marketing for a Hop Farm
- 16:23 The Importance of Strategy in Marketing
- 18:29 Traditional Marketing Favorites
- 19:34 The Value of Tangible Marketing Materials
- 20:37 Conclusion and Final Thoughts
In today’s marketing landscape, it can feel like digital is the only game in town–social ads, Google campaigns, email blasts, and endless dashboards to track it all. Meanwhile, traditional tactics like billboards, radio, print, and direct mail sometimes get dismissed as “old school.” But here’s the truth straight from our Behind the Brand roundtable: the businesses seeing the best results aren’t choosing one or the other. They’re combining both. Integrated campaigns blend digital and traditional to create a cohesive story that reaches your audience multiple times, in multiple ways—and at the right moments.
This episode breaks down why integration works, how to do it effectively, and how small businesses can get started without blowing up their budget.
What is the difference between traditional and digital marketing?
When Kelly talks traditional, she’s talking mass media and tactile touchpoints: billboards, print, radio, TV, and direct mail. These channels are proven brand builders. They’re the “top-of-mind” plays that help people learn your name, remember it, and search for you later.
Digital, on the other hand, is everything from your website and SEO to paid search, display, and social ads. It’s measurable, adaptable, and often feels more cost-effective because you can see clicks and conversions in real time. But “trackable” doesn’t automatically mean “cheaper”—the right digital plan still requires real investment and ongoing optimization.
The bottom line? These aren’t competing schools of thought. They’re complementary tools in the same toolbox. And when you combine them strategically, the whole is absolutely greater than the sum of its parts.
A quick history (and why it matters now)
Michael and Kelly have lived both eras: the pre-website, hand-coded HTML days and the rise of search, social, and DIY site builders. What’s changed most since those early digital years is the quality, targeting, and accessibility of digital tactics—and the breadth of options. But that doesn’t mean traditional has lost its value. In fact, as AI and automation increase, Michael is seeing renewed appetite for tactile, “real-world” brand experiences: thick mailers you keep, posters worthy of a frame, and stickers people slap on water bottles and laptops.
Integrated campaigns work because humans live both online and offline. We drive past billboards, scroll on our phones, talk to friends, and search when we’re ready to act. Smart marketers show up in all the right places with consistent creative and clear next steps.
How did Moxie Creative use an integrated campaign for its own launch?
When we launched Moxie Creative in mid-2023, we did what we recommend to clients:
- Digital foundation: Get the website right, invest in SEO, and run targeted search where it makes sense.
- Traditional awareness: Place a well-branded print ad in the Chamber magazine to introduce (and re-introduce) the brand.
- Scale what sticks: Over time, we tested more digital and added a bold billboard. The result? People noticed. They talked about it. And, crucially, they knew to search for us.
That “search trigger” is the integrated magic. A billboard won’t tell your whole story (it shouldn’t!), but it will plant your name in someone’s mind so that when the need arises, they Google you. That’s why we focus on a seamless handoff: brand awareness → search → website → inquiry.
Pro tip: We don’t put QR codes on billboards. Drivers shouldn’t be scanning. And we’ve even removed URLs on billboards—because most people will simply Google your name. Make that journey effortless by ensuring your SEO and branded search are on point.
How do you choose the right marketing tactic for your audience?
We get asked for the “new hot tactic” all the time. But there isn’t a universal best. There’s only the best for your audience, your timeline, and your goals.
Kelly’s rule of thumb:
- Who are your people? Where are they? If they’re Googling your service with intent, prioritize search and SEO. If your business is hyper-local and consumer-facing, mass media (billboards + radio) can be fantastic awareness drivers.
- Short-term push or long-term brand? Short windows (events, launches) often lean more heavily on digital for speed and targeting. Ongoing brand building benefits from traditional placements that reinforce your presence consistently.
- Don’t market to yourself. Your own media habits aren’t your customers’ media habits. Trust the demographics, the research—and yes, the algorithm. If you’re not seeing your own ads, that might be a good thing.
Real-world examples that make the point
High-identity niche (national)
We support a hop farm whose audience is breweries and homebrewers. Putting a billboard on I-94 would be broad reach with tiny relevance. Instead, we use industry publications, targeted email lists, pinpointed social, and a website designed to serve that specific audience. The ROI comes from relevance, not reach.
Local restaurant (consumer, local)
For a St. Cloud restaurant, we’d lean mass media for broad awareness—billboards and radio—backed by social to reinforce promotions and visuals. Search plays a role (especially for “near me” queries), but tactile repetition in the market often drives foot traffic.
Premium event (time-bound)
For the YMCA Promenade, digital ads build momentum and retargeting keeps the event top-of-feed. But the final “this is special” signal is a premium, tactile piece delivered to a mailbox. It sets the tone in a way pixels rarely can.
Retail promotions vs. brand narrative
Don’t flood your organic social with nonstop “SALE!” posts—save that aggression for paid placements. Keep your organic feed a balanced mix of brand, community, and helpful content so people actually want to follow you.
Tracking matters—but don’t worship dashboards
Digital is beloved for its measurability. You can see performance quickly and iterate fast. Traditional media is harder to attribute precisely; you may rely on lift and “I saw your billboard!” anecdotes. That doesn’t make it less effective—it just makes it a different measurement story. The point of integration is to let each channel do the job it’s best at: traditional sparks recognition and credibility; digital captures intent and converts it.
How can a small business build an integrated campaign on a budget?
You don’t need a Super Bowl spot to do integration well. Start small and intentional:
- Nail the foundation.
A strong website with clear messaging, fast performance, and SEO basics (technical + on-page) is non-negotiable. If you’re not findable, no amount of media will save you. - Pick one awareness channel + one intent channel.
- Awareness (traditional): billboard, local print, radio, or a high-quality mailer.
- Intent (digital): branded search, local SEO, and retargeting.
- Keep the creative consistent.
Your billboard line, ad copy, and site headline should sing the same tune. Visuals too. Aim for instant recognition across touchpoints. - Make the handoff obvious.
The offline impression should naturally lead people to a clear, compelling search result and landing experience. Keep the message match tight. - Right-size your targeting.
Don’t pay to reach “everyone.” Pay to reach the right ones. Geography, interest, and list-based tactics beat spray-and-pray every time. - Measure what matters.
Track leading indicators (impressions, CTR) and true outcomes (calls, forms, foot traffic, revenue). For traditional, note flight dates and look for lift. Over time, patterns emerge. - Iterate with discipline.
Test headlines, visuals, and formats—especially in digital. Scale what performs; sunset what doesn’t.
What integrated marketing mistakes does Moxie Creative see most?
- QR codes on billboards. Please, no.
- Stuffing every feature on a billboard. You get 6–8 words. Use them wisely.
- Copying your friend’s playbook. Different business, different audience, different media mix.
- “Set it and forget it” websites. SEO is not one-and-done. Keep investing.
The Moxie POV: It’s not about the money, it’s about the strategy
Yes, budgets matter. But the real difference-maker is clarity: who you’re talking to, what they need to hear, and where they’ll actually encounter you. As Kelly says, marketing is your message and to whom you deliver it. When those two are aligned—and your channels reinforce each other—you get momentum. That’s integration.
Tune In and Get Inspired
Want the full conversation? Catch our Behind the Brand episode “The Power of Integrated Marketing Campaigns” featuring Kelly, Taylor, and Michael. If you’re ready to turn your brand touchpoints into a connected journey—from billboard to Google to your best-performing landing page—Moxie Creative is your team. We’ll help you choose the right tools, craft the message, and build an integrated plan that actually moves the needle.
Frequently Asked Questions
Should you put a QR code on a billboard?
No. The Moxie Creative team says drivers should not be scanning QR codes, and they have even removed URLs from billboards because most people will simply Google your name. Instead, make sure your SEO and branded search are strong so the handoff from billboard to search is effortless.
How many words should a billboard have?
The Moxie Creative team recommends about 6 to 8 words on a billboard. Stuffing every feature onto a billboard is one of the mistakes they suggest skipping.
How do you measure traditional marketing like billboards and radio?
Traditional media is harder to attribute precisely, so the Moxie Creative team suggests noting flight dates and looking for lift, along with “I saw your billboard!” comments. Over time, patterns emerge. That does not make traditional less effective, just a different measurement story.
What is the best first step for an integrated campaign on a small budget?
Kelly, Taylor, and Michael recommend nailing the foundation first: a strong website with clear messaging, fast performance, and SEO basics. From there, pick one awareness channel, like a billboard or radio, and one intent channel, like branded search or retargeting, and keep the creative consistent.
