In a world of a hyper-track to complete digitization, traditional marketing sounds like a buried relic of the past. Young entrepreneurs are often wondering if they should just dedicate their whole budget to digital marketing, believing that investing in traditional marketing would only squander it without obtaining any tangible results. The truth is that if you keep obsessing about thinking out of the box all the time, this new conceptual framework becomes a new box with new limitations. In that sense, dusting off the good old traditional marketing methods is the best way to formulate an informed opinion about how marketing techniques can benefit you, in general.
If you’re wondering why big companies continue to incorporate traditional marketing campaigns in their business plans, keep on reading.
What’s Meant by Traditional Marketing?
Since traditional marketing is an umbrella term for any strategies or approaches used before digital marketing, a distinction should be made between the most popular traditional methods to ascertain their viability to big companies. The oldest methods include newspapers, magazines, radio ads, TV ads, and even little ad columns in telephone books. Before digital marketing, finding out about a product through the previously listed mediums meant a great deal for businesses, until digital marketing emerged. The landscape of traditional marketing had to evolve to make a noticeable dent in its uphill battle with digital marketing.
Utilizing Big Budgets
Big companies started following a more pronounced approach by utilizing and streamlining their marketing budgets to big-scale events that generate buzz for a while. While digital marketing is useful in maximizing reach, it can’t exactly create the same kind of impact as sponsoring concerts, sports events, and other regional and international events. Small businesses are taking a page from big companies’ books by utilizing their relatively small budget in the smaller kinds of local events that can spread the word like wildfire.
The process of engaging with a brand directly is one of the best methods used in traditional marketing that can get multiple key points across. The more tangible and memorable the experience, the more the brand becomes recognized. If you live in the UK, for instance, then you know that experiential events can cost a lot of money depending on the location, budget, and size of your business. According to expert marketers at Alfred London, engaging the audience with real-life experiences can allow brands to become thought leaders and content pioneers. Whether it’s a huge conference or direct to consumer tours, experiential events can leave an everlasting mark that digital media cannot provide to consumers.
Using print marketing is a staple of traditional marketing that has never ceased to be important, no matter the number of new platforms available. Big companies often utilize it to reach the widest range of audience possible, regardless of targeting techniques except for minor ones. Mass-marketing done by big companies can be seen on the front pages in newspapers, big-name magazines, and other mass-printed media. Small businesses are able to streamline their targeting methodology to print marketing, thanks to their extremely cheap prices and availability. In the meantime, please can you add a full stop onto the end of the sentence containing our anchor so it reads as follows: In addition, small businesses can create their own materials with digital print finishing equipment or utilize lesser-known magazines with a well-known niche market, allowing them to target specific demographics with little effort.
Advertisements on TV and radio have gotten cheaper, but they’re still far from being affordable to smaller companies. In the age of digital platforms, big companies are using broadcasting to target older demographics who may not be adept at using these new platforms. TV ads are known for having big budgets as they usually require a lot of work from different creative fields, in addition to the licensing and broadcasting fees that have to be paid.
We’ve all become familiar with emails and how they are used by almost every business. Direct mail, the ancestor of emails, is still popular amongst big companies today. According to recent studies, direct mails are opened more than 80% of the time, compared to 20-30% of marketing emails. The feeling of authenticity in holding a catalog or brochure is actively affecting consumers because it’s still considered a fresh feeling after they got used to digital ads. It’s also easier for people to remember and recall brands if they hold the material in their hands.
While it’s easy for people to dismiss the impact of traditional marketing in this day and age, you should not underestimate the true potential of classic marketing methods. It’s recommended to always mix different types of marketing techniques to get the best of both the digital and traditional worlds.