Walmart: Traditional Media Alive and Well

SCHAUMBURG, Ill. — Digital should be key to any marketing plan, but traditional media can’t be ignored.

“You can’t be all-digital,” Tony Rogers, Walmart’s senior vice president of marketing, said yesterday in a session at the Shopper Marketing Summit.

Tony Rogers. Photo by Brian Morrison Photography

Not everyone is able to, or wants to, be wired 24/7, so traditional media is still a vital marketing component, said Rogers.

At Walmart, for instance, TV and print still do very well, said Rogers.

“You have to blend your media,” he said.

Read more: Apps Emerge as Key Walmart Strategy

Walmart does so by evaluating all forms of new media, and integrating them into its marketing plan when appropriate, according to Rogers.

Among other efforts, the retailer has built a huge Facebook following, launched a mobile shopping app and is exploring new areas like digital displays, he said.