With the growing presence of social media marketing and online marketing, the whole marketing world is changing rapidly. For those who are used to the traditional marketing channels and strategies, the current environment presents significant challenges. The question asked is this: are traditional marketing strategies useless now?
The answer is: no, but they are definitely changing. Let's cover some of the changes.
Visibility isn't as much of a driving force as it once was.
A popular strategy for marketing was to create as much visibility as possible for a brand. The strategy implemented blasted the brand logo, name, image, etc. all over the place. We see this traditional strategy used today. Watch a NFL football game and you'll see it in full force. Beer companies, restaurants, car companies and car dealers use this strategy a lot as they want face time in front of their target audiences. To a point, it works for them. For most businesses, though, it's not that simple.
During the “dot-com” crash, technology companies spent millions of dollars on traditional advertising. Billboards, TV and radio ads, newspaper ads and direct mail flyers were all over the marketplace. Although it may have worked to promote themselves to prospective shareholders, it didn't necessarily work as well for them to sell their products and services. After that time, it appears that buyers are now more discriminating and maybe even slightly skeptical about traditional advertising.
If buyers are looking at the advertising, and that's not for certain that they will, they are looking at the context of the advertising in the environment they receive it. For example, if someone sees an ad for a new prescription medicine in a baseball stadium, they may not even acknowledge or think about it. Traditional marketing strategy may still think that interaction – or lack of it – is okay because it would contend that the brand name was introduced or reinforced. However, with the overwhelming amount of advertising out there, the effectiveness of that presentation is in question now more than ever.
Measurement and ROI is more powerful than ever.
With the advent of the Internet and more effective measurement tools, it's a whole lot easier to see the effectiveness of a marketing strategy. Big marketing budgets are still there, but they're driven on better measurement. As much of our current marketing is to drive people to websites and social media channels, we can better see where a marketing message is effective or not. Even when it comes to traditional marketing channels, they're fulfilling more of a supportive role, not a leading one. It's a better environment as we can see how to spend our money more wisely. It's also becoming more data-driven. Even though there is a creative element to create the message which will never go away, the data that confirms that message's effectiveness is now more important than ever.
The website, not the physical brand's office or store, is the end destination.
For many customers, the “end destination” is generally the brand's website. Even if they need to go to the physical “brick and mortar” location, most customers look at the brand's website to meet their needs. With that in mind, the website is now the main place to make the sales proposition, not the physical location. Brochures, catalogs, and other printed materials are less effective as a ordering resource. They are more of a motivating factor to contact the brand through the Internet.
So what can be used from traditional marketing?
Traditional marketing channels are still effective, but in a different role.
The website is the virtual store or the virtual office to close the deal. If we want to enforce the influence of our brand, we can still use traditional marketing channels to do that. Traditional and progressive marketing channels, including social media, focuses on driving traffic to the brand's website.
The marketing message focuses on meeting the customers' needs.
Now that we are less impressed with the constant electronic messages we receive, due to the increased content and frequency, we need to focus on the effectiveness of the message. Commit to meet needs.
The marketing strategy balances and integrates components.
Even though social media marketing is now the rage, we still need to be committed to maintaining a balanced approach. We need to use print, electronic, promotional give-aways and online-based channels to enforce the brand and to attract new customers. For example, brand and sticker decals are currently an up-trending way to promote a brand. Even though it's simple, it is an effective way for customers to promote your brand to their friends.
When it comes to traditional marketing, you don't have to throw it away like an old typewriter. You simply need to find its place and space in your plans.
What do you do from traditional marketing? Let us know!