Many people question the validity of traditional marketing—print, direct mail, and the like—especially business owners whose primary concern is to create more revenue. With more and more digital resources at our fingertips, it begs the question: how relevant is traditional marketing? Traditional marketing typically includes any type of marketing done in print (newspapers, magazines, books), as well as television and the radio.

While the internet is creating new means of marketing—resulting in ever-changing tactics to business strategies every day—it’s not the only route to take. Businesses still value traditional methods because they still work. Relying on the internet alone isn’t a surefire way to connect with clients, especially since there’s a vast majority of people who rely on print mediums every day for information. Adapting to technology is necessary, but it doesn’t require the old ways to completely fade away.

There’s still a big aspect to print that digital marketing hasn’t figured out—longevity. Things like magazines and books can sit on a coffee table for weeks, months, and even years. They are a way to both decorate and to keep around for practical reasons. Whether it’s dog-earring a story that resonated with you, a recipe for safe-keeping, or tearing out contact information to put on the fridge, these traditional means are still a regular part of everyday life.

Change is inevitable in the marketing world, and keeping an eye to what’s next is important in any business. However, getting your name out there through conventional tactics can still have big pay-offs. The longevity is a large factor in this, but so is the difference in quality. A print publication still has the esteemed coffee table badge of honor—something that a digital marketing tool has yet to measure up to. You can also reach your target audience in a more effective way, whereas modern marketing can get lost in the crowdedness of the internet.

It’s important to recognize the pros and cons of all aspects of marketing, and to not get bogged down by all of the different options. Think about what works best for you and your business, rather than only looking at what’s trending. Traditional marketing methods are still a vital part to your strategy, and shouldn’t be brushed under the rug in the age of innovation. Next time you go to brainstorm ways to reach current and potential clients, don’t forget about the effectiveness of more standard tactics that are anything but out-of-date.