If it was 2009, this might be a blog post about how your business needs to have a social media presence. But we’re way past that, right? Most businesses now have a Facebook page, and many are using Twitter and even Instagram, Pinterest and (gasp!) Tumblr to reach and interact with audiences in real time.

So how come I keep seeing billboards up along the highway? What is this break between songs on my favorite radio station? The truth is, traditional media simply can’t be abandoned just because we have new marketing channels to explore. If we are going to truly make an impact, we must learn to integrate traditional and new media in a way that layers opportunities for engagement.

A few ideas for blending old and new:

Develop a unified concept

Your print ad should have the same look and feel as your email marketing, and your Facebook page should have the same branding as your billboard. Each should enhance the other, not compete.

Use traditional and new media at the same time

Not everyone is on Twitter and some older audiences don’t have access to YouTube, so it’s wise to place messages that need to reach a wide audience on all types of media. Don’t ignore the impact of a cleverly placed print ad, but combine it with a call to action that directs tech savvy individuals to your online presence.

Encourage sharing across platforms

If you create traditional media–such as radio spots, tv ads or print ads–that really blow people’s minds, they are likely going to want to share those ideas through social media. And Bam! You’re marketing is working double time.

Interact with your audience:

The best thing about social media and email marketing is being able to track results better than ever. Take advantage of the ability to talk with customers online and ask them what they think of your traditional media as well. You can adjust your strategy much more quickly than waiting to see sales results.

By combining traditional media and new media, you can offer fully integrated campaigns and interact more than ever before with your audience.