These days, it is very hard to have any kind serious conversation about marketing without, at some point, completely wandering off into the cyber realm. And truly, the extent in which internet has affected the entire business landscape, marketing included, is still hard to grasp, let alone assess. So, how does this, seemingly obsolete approach to reaching out to your customers holds up in a world ruled by social media, SEO, and Google ads? The answer is surprisingly well.
Reaching Out to Older Audience
The reasons behind this are numerous. Let us first point out that number of web-literate people who use internet on daily basis, although growing with each second, still covers only a part of potential customer pool. Amongst the remaining people is the older audience which still prefers to receive information about some product through more conventional channels, and does not have too much confidence in marketing messages received on the web.
Raising the Mass Brand Awareness
Still, saying that traditional marketing is appealing only to otherwise hard-to-crack older population would be grossly unfair. Some of the traditional marketing methods can raise the brand awareness amongst the internet-consuming population much more than any of the online marketing approaches. For example, we are currently witnessing a sort of renaissance of appealing personality-fronted TV commercials (e.g. “The Man Your Man Could Smell Like”), so if you have any doubts how you should breach the mass awareness, giving your brand a unique TV persona, would be a good place to start.
As of now, we mostly observed marketing as a complete message you are sending to your audience hoping it will gain their attention, or even better earn sympathy. It takes only a second, however, to remember that traditional marketing also covers various incentives aimed at increasing sales, and see an entire range of “offline” marketing options.
Although it is constantly being looked down on, it is very hard to dispute the efficiency of network marketing. Just remember that Avon fought its way onto the Fortune 500 list almost exclusively by the efforts of the tireless MLM Avon army and you will see that network marketing is actually a force to be reckoned with. If you are running a small, local business, this may also be one of the best ways to make a strong foothold in your area.
Combining Traditional and Online Marketing
Finally, it should be mentioned that traditional and online marketing not only do not have to work against each other, but they are the most efficient when they complement each other. Take for example Starbucks which, in spite of all of its online success and a number of viral online campaigns, still uses various promotional items to reward their loyal customers. Will you use some universal reward, like for example universal gift card, or you will opt for something from your business’s portfolio is entirely up to you.
As we can see number of useful ways in which it can be implemented in today’s internet-ruled world, proves that traditional marketing is far from being dead. Do not write it off yet, your business can only benefit from diversifying its marketing approach.