With all the revolutionary and exciting changes occurring in the marketing industry, there still is a case to be made about traditional marketing. While it is no longer the golden age of advertising and traditional marketing, where businesses can quote on quote “push products to consumers”; there are reasons that we should still utilize this form of marketing. Please note that we are not promoting a regression of marketing or blaming “Millennials for another downfall of the good ole days”, but rather exploring an idea that there are targeted opportunities that still exist within the realm of traditional marketing and advertising. Here is why:
1. Older generations: Before we delve too far into this about older generational stereotypes, we do understand that Boomers and older are adopting and utilizing newer forms of marketing, they still consume, “almost twice as much TV and print media as Millennials”, (Marketing Charts). While portraying older generations as frail and weak is a big no-no, considering the remarkable advancements in medical and dietary practices, marketing to them in ways that resonate is still a big deal, especially if your industry tailors to them. After all, there are approximately 123 million Americans that fall into the Silent Generation and Baby Boomers category; roughly 40% of the total population of the United States (Pew Research)! So what we recommend, is considering using traditional marketing, supported with newer forms (social, email, SEM, etc.) with respectful and relevant messages.
2. Less competition: Expanding on the notion of the previous point, with so many companies shifting the majority of their focus on newer marketing channels, there still remains an opportunity to carve a niche within the traditional marketing environment. With many companies allocating fewer and fewer resources to these channels, the channels need to cope with this decrease in demand. As the law of demand goes, the less demand, the less cost. Which means and a start-up business there may opportunities within the traditional channels that are less competitive.
3. Seasonality, local transportation trends and local events: As always, this depends heavily on what industry you are in, but when school season rolls around and your industry is in selling school supplies, sometimes the best way to hit the most amount of people is through traditional forms of marketing like T.V. Consider this too, a Wisconsin golf course is hosting the U.S. open, one of the largest golfing events in the world. If you are a retailer in an industry the somehow relates to golf, it may be a good idea to hit traditional marketing channels like billboards in Milwaukee airport due to the predictable increase in traffic. Better yet, utilize both forms of traditional and new marketing channels for a campaign like this. With geo-targeting, we are able to push ads onto devices within a certain city block. This is relevant if your target market relies on metro transportation, like commuter trains.
So here is what we think. We believe in never half-heartedly pursuing a marketing campaign whatever the channel is. For traditional marketing, creating smaller scale and targeted touch points focused on converting a prospect by supporting the marketing campaign, is the way to go. This is much easier said than done, we understand that, but it time after time we routinely see companies simply doing marketing activities because it is the norm. We believe that is wasted time, effort and money. Take the time to truly analyze what your business objectives are and how each channel, with respect to your target market, can assist in reaching those objectives. More importantly, understand who your customer is and where they go for information (Forbes).
What are your thoughts on traditional marketing? Is it alive or is it dead?