Dynamic of Traditional Form of Mraketing

With the emergence of digital media and the enormous growth of it over the last decade, companies have widely focused on marketing their deliverables through digital platforms, apart from their traditional marketing ways. Therefore, if one asks what traditional marketing is, the simplest answer would be that it involves platforms other than the web for the promotion of a product, service, or idea.

What is traditional marketing?

Traditional marketing is that form of marketing, which relies on traditional marketing modes such as advertisements on print, radio, and broadcast. The reason why this form of marketing is known as traditional marketing is that companies have been primarily using these modes for promoting in a traditional manner, which is to say, they have primarily depended on these modes for marketing their products and services throughout history. Traditional marketing can be of any form, except digital marketing, that has been in use for a company for many years in the past, and has yielded high success for the company. Companies generally prefer to stick to these forms of marketing, which look to work out for them in the market, thereby calling these forms of marketing management as Traditional. However, the form of digital marketing has been readily replacing it in recent years.

What are the benefits of traditional marketing and which company uses it?

Following are the benefits of traditional marketing:

• Traditional marketing makes it incredibly easy and cheap to reach out to local audiences.
• Promotional materials in the marketing mix could be kept intact, and recycled for the future.
• This form of marketing is widely popular, and therefore, the familiarity of this form of marketing makes it easier to understand in the marketing context.
• Research suggests that hard copy advertisements and other marketing tools are easier to recall for the audiences.
• This form of marketing has been proven to have a high success rate.

The most prominent Traditional marketing example would be Apple. This company has not been very much active in reaching out to its target audience through digital media. The company has spent a total of $18 million dollars in traditional marketing, compared to its $850,000 budget of digital marketing, last year.

Advantages and disadvantages of traditional marketing

Following are the advantages of traditional marketing:

1. It is highly effective in reaching out to specific and a desired section of audiences.
2. Personal selling is a type of traditional marketing, which allows for face to face interaction, thereby building customer relations and getting accurate feedbacks.
3. It offers for tangibility. This refers to promotional tools that clients could come in contact with, during their spare time.
4. It sets the platform for product testing, which is critical for any company for product development in the future.

However, the disadvantages of traditional marketing are as follows:

1. The main problem with this form of marketing is the fact that it is highly expensive. Therefore, the customer acquisition cost (CAC) through this form of marketing is mostly unaffordable by many small to medium-sized organizations.
2. It is difficult to measure the efficiency of traditional marketing, due to a lot of middlemen involved in the process.
3. It is believed that this form of marketing is a forced strategy since the consumers are not really searching for your product in the first place, and you are just making strategies to make them bump into it.

Traditional marketing tactics and tools

Following are the tactics and tools for traditional marketing:

• Direct mail: This refers to sending out emails with postcards, brochures, letters, or fliers through the mail.
• Print: This refers to printing advertisements in newspapers, magazines, or any canvas on which advertisement could be printed and published or distributed.
• Broadcast: TV or radio could respectively provide platforms for audio-visual or audio pieces that could be designed to promote a specific product.
• Referral: This is also known as word of mouth, and is a free promotional tool, which could be used to influence a much-targeted group of audiences to buy a product, service or an idea.

Effective traditional marketing strategies

Following are some of the most useful traditional marketing strategies:

• Localizing to build trust
• Networking in Person
• Organizing Local Events
• Guerrilla Marketing Through Trade Shows
• Printed Pieces in the Physical World
• Consider Your Audience
• Handwritten Cards
• Put an Effort Into Press.

Strategies tend to differ from company to company based on the marketing goal which a particular company is trying to accomplish. The above marketing strategies are only some of the useful strategies that usually pay off for organizations. However, the strategy to precede them would be to align the marketing strategies with the marketing goals and organizational philosophy of the company.

What kind of Traditional marketing techniques matters the most?

Of the several traditional marketing techniques that have been discussed so far, there are few that are the most important for any company to follow. The first thing to follow would be to make sure that there is enough face to face interactions between representatives of the organization and the clients of the organization. This is to make sure that customer trust is built and feedbacks are taken in a very accurate manner. This is critical for client retention and the sustainable development of the organization. It is a form of a public relations effort.

Phone calls are also important for an organization. This is because of the fact that the organization must show its concern for the clients who have done business with the organization. It is important to keep that relationship by following things up.

Direct mail is also a very effective technique. This is particularly when an organization is unsure of who its target audience should be or when the target audience is too vast. In such instances, direct random emails could be an effective marketing tool for the purpose of promoting a new product, service or idea, at a very cheap cost.

Advertisement is by far the most effective tool of traditional marketing that matters the most. Advertisements have a trait of credibility in them, meaning that products, services or ideas that are advertised to the public, are perceived as credible, thereby enhancing brand image.

Which is better: Traditional marketing or Digital Marketing?

This is a topic that has been debated for years. To be specific, the form of marketing that a company wishes to pursue depends solely on the marketing goals of the organization.

However, there are certain advantages in both of these forms, which make them purposeful in their own way. Firstly, digital marketing is a lot cheaper than traditional marketing, when reaching out to the masses. Digital platforms have been heavily replacing mainstream media, and this is why audiences on digital media are easier to reach out to. This is why one may argue that digital marketing is better.

However, one cannot properly target its marketing messages to a specific section of the audience through digital media in a very effective manner. It can reach out to anybody across the globe. However, localizing messages on a global scale is possible through traditional marketing. Therefore, it is more influential than digital marketing on a number of occasions.

Is digital marketing replacing Traditional marketing?

A Reuters report in 2018 suggested that global spending on online marketing had reached $100 billion. It is expected to cross $400 billion in the next two years. The current global expenditure on traditional marketing is just over $1000 billion dollars. The share has significantly shifted from traditional marketing to digital marketing in the last 5 years. This is why it can be said that digital marketing is indeed replacing traditional marketing.

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