Anyone who knows anything about business knows that marketing is the key to building your consumer base. If the public doesn’t know that your business exists, then you won’t make a profit.
However, it is important to decide early on if modern marketing or traditional marketing is right for your business. Both strategies have advantages and disadvantages, and it all comes down to the nature of your business.
Traditional marketing is an umbrella term which covers most of what pops into your head when you hear the word advertising (think Mad Men).
There are four categories of traditional marketing: print, broadcast, direct mail, and telephone. Ad agencies have been using all of these methods for years with high success rates.
Print marketing is the oldest form of marketing. It refers to ad space in newspapers, magazines, and other print media. Broadcast marketing refers to commercials either on the radio or the television. Direct mail marketing refers to sending postcards, brochures, fliers, or catalogues to the consumer by mail. Telephone marketing, or telemarketing, is the strategy of delivering the sales pitch right to the consumer over the phone.
Since it covers so many different types of marketing tactics, nearly every business uses traditional marketing in one or more ways.
Companies generally choose their marketing methods based on their budget. For example, typically only larger companies use TV commercials because they can be expensive.
Small businesses with more limited marketing budgets are more likely to use print marketing. This is a cheaper way to reach local clients.
Before you commit to a marketing strategy, you should weigh the pros and cons. It’s important to keep in mind that although modern marketing strategies are fresh and exciting, some tried and true methods are still applicable today. Here are some reasons why you should consider using traditional marketing methods.
Traditional marketing is still around because it is guaranteed to bring in an audience, plain and simple. It has been around for generations, meaning that various methods have been through trial and error to the point of perfection.
Despite popular belief, traditional marketing isn’t dead, and depending on your circumstances traditional marketing can have a higher success rate than digital marketing. Consumers who aren’t internet savvy may only hear about your business through traditional means.
With internet ads, the consumer can choose to simply click out of your internet ad window. They can skip your Youtube ad.
What they can’t do is click out of your billboard while stuck in traffic. Large and eye-catching, this form of traditional marketing is truly impossible to ignore. Even if the consumer only looks at it for a second, the impression a billboard makes can be a lasting one.
Billboards are unique because they are completely free to the viewer; they don’t need to buy anything in order to see it. You will have full control over the ad space, which will be showing 24 hours a day, 7 days a week.
Traditional marketing campaigns have the benefit of the ability to become household names.
For example, modern marketers still look to Doyle Dane Bernbach’s “Think Small” Volkswagen campaign for inspiration. Nowadays, audiences can’t imagine Geico without its iconic gecko coaxing us to buy car insurance in a soothing Australian accent. Nike has been urging audiences to “Just Do It” since 1988, and it’s still seen next to their “swoosh” logo on t-shirts across America.
Thanks to traditional marketing, all of these marketing campaigns and more have become integral to the brands themselves. Millions of people can instantly recognize the brand based on an image or a slogan.
The majority of modern marketing involves using the internet. Social media tools and online ad campaigns may seem like the hottest, newest marketing tactics in the business.
However, not everyone has the money or technological knowledge to use the internet or have a social media account. Do you want to leave out a consumer just because he or she can’t afford a smart phone or doesn’t know how to use one?
Modern marketing completely misses entire groups of people. Traditional marketing doesn’t leave them out. This is important to keep in mind when targeting specific demographics for your advertising.
If you are tech savvy, then you know how easy it can be to absentmindedly scroll through your social media feeds for hours.
But how much of this information are you actually retaining?
Consumers are overloaded with information when they go online. Do you want your business to get lost in the abyss of internet advertisements?
Research shows that print ads are easier to process and recall than digital ones. The human brain is more likely to connect with something tangible than something digital.
Radio is a readily available, easily understandable medium. It is also still very popular among blue collar workers, who make up a vast consumer base that you can tap into.
Hundreds of millions of Americans still listen to the radio on their commute to work. Just because there are new streaming services out there doesn’t necessarily mean that radio is dead. In fact, Nielsen reported that more Americans are listening to the radio now than ever.
Overall, traditional marketing is not something to be overlooked. Although we live in an increasingly digital world, much of modern marketing is still in experimental stages. Digital marketing sometimes misses large swaths of people who aren’t connected to the internet or prefer to listen to the radio or read the newspaper, and traditional marketing laid the foundation for many of the most successful brands on the market today.
Do you think there are more advantages to traditional marketing? Let me know in the comments!
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LAWYER & ONLINE ENTREPRENEUR
After graduating from law school and passing the bar, I struggled to find work, pay my bills, and make ends meet. That's when I decided to take control of my future and start working for myself. Now, several years and a handful of companies later, I'm sharing how I launched a successful business, and how you can do it too.