There's no doubt that we're living in a digital world, but old habits die hard. Traditional broadcast media advertising is alive and well, and it can be instrumental in increasing website traffic. A recent IAB report found that for 78 percent of adults, watching TV is no longer a standalone experience. In fact, two out of three smartphone owners multiscreen while watching TV. A further 24 percent of users said their online multitasking behaviors are directly related to what they're watching on TV. Clearly, broadcast media like TV and radio can positively impact the traffic to your website. Here's how they drive online activity and how you can take advantage of them in your own campaigns.

Today, more than ever before, viewers are turning to second screens for more information about what they're watching. If your online presence doesn't complement your broadcast ad strategy, chances are good that you're losing leads you've worked hard to generate. Squaring your online presence with your radio and TV leads could mean a huge win for your company.

Fifty percent of Americans with online access second-screen when they're looking at video content (including that on TV) — and a whopping 88 percent of millennials admit to engaging in this seemingly absentminded activity, according to Consumerist.

Of course, many of these people are flocking to social media to share their feelings about their favorite characters, but eMarketer reports that more than half of US internet users are still watching TV commercials. What's more, 62 percent of consumers who paid for a product or service advertised in a TV or radio commercial researched online before buying.

If you're a brand marketer trying to create compelling content to reach a larger audience, you should consider producing original video. With more types of video content becoming available to brand marketers, it's proving increasingly valuable in driving engagement and conversions. According to Hyperfine Media, video content on a landing page can increase conversion rates by 80 percent, and 92 percent of mobile video viewers share videos on social media.

While it may not be practical to produce all these content types at the start, brands should aggressively test their video content options to discover what works best. Check out these 10 types of popular content:

When you're crafting a local digital marketing campaign, you may find yourself working mostly on specific elements like key phrases, search engine optimization or search engine marketing. There are certainly benefits to committing your time to improving a single part of your strategy, but when you focus too closely on one digital component, you could be missing an opportunity to use the power of traditional media to boost your digital marketing campaign.

While traditional and digital media might seem to be diametrically opposed, these two marketing strategies can actually work together in an interesting and effective way.

If you think seasonal advertising is all about the holiday shopper, think again. The summer season can actually help you promote your business, especially if you're in a field related to the changing temperatures, like a garden center or an HVAC company. No matter what your business, if you experience seasonal highs and lows, here are some tips to help you capitalize on the season's trends.

Sponsor the Weather

Whether you're advertising on TV or online, running an ad around a forecast means you've got the attention of an audience interested in what's happening outside. As the temperatures rise, so will interest in products like frozen yogurt shops, tanning beds and air conditioners. A recent article in Marketing Land shows that some 50 percent of consumers research purchases on computers, while a majority (67 percent), still buy in-store. In other words, the path to purchase is complex. Linking your brand with a consumer who is already interested in a core aspect of your business gets you over the hurdle of distraction.