We all know that Traditional Marketing has a longer history than its counterparts — digital marketing — by far, and audiences tend to trust it more. Similarly, there’s more research on traditional marketing strategies and effects, which means that marketing professionals have more historical info and data to consult when devising traditional marketing campaigns.
Most marketers have ditched traditional marketing strategies for digital ones. This is because most people in the world use the internet at least once a month, with a majority of these people using it at least once a day. This makes digital marketing a very effective strategy for most businesses. However, traditional marketing is still going strong, and we’ve evidence.
That’s why, in this guideline, we’ll look at some traditional marketing strategies and traditional advertising channels that still work today. One thing is for sure, with the increase in competition and the growing popularity of the internet and smartphones, investing in a working and strategic digital online marketing plan is more important than ever.
Not to mention, with just the right set of tools and online digital marketing channels at your fingertips, you can reach billions of potential customers online. And, in that case, you can even do it without spending a fortune if you have the right business marketing strategy — as well as a team of marketers that clearly knows where to put the money.
Understanding The Main Traditional Marketing Definition In Business
Generally, Traditional Marketing is a technique that allows you to reach a wide audience to build brand awareness, establish credibility and attract more customers. Understanding the different types of traditional marketing forms can help you learn when, where, and how to use them in order to build effective strategies that elicit positive campaign results.
In simple terms, it refers to all of the marketing techniques that predate what we now call digital marketing. It’s any form of marketing that uses offline media to reach an audience. Basic examples of traditional marketing include things like newspaper ads and other print ads. But there are also billboards, mail advertisements, and TV and radio advertisements.
Furthermore, knowing the importance of traditional marketing and its advantages and disadvantages can help you use it more strategically. Typically, traditional marketing consists of any promotional materials that appear offline. Marketing professionals may use traditional marketing to interact with their target audience in physical locations.
They typically place these marketing materials in places where their audience is more likely to see, hear or interact with them. Examples of traditional marketing are radio and television commercials, billboards, and direct mail campaigns. Remember, traditional marketing is a type that focuses on promotional campaigns and offline advertising.
The Topmost Traditional Marketing Techniques That Still Work Today
Just because digital marketing has become the primary focus doesn’t mean there’s no place for traditional marketing. A combination of digital and traditional marketing can help you reach a wide and diverse audience, and the right balance of the two depends on your company and product. In fact, some businesses can operate almost entirely on traditional marketing.
So, it really depends on your situation. As long as you consider the 7 Ps of marketing and take best practices into account, you can potentially get great results from a wide range of marketing efforts. While the advertising medium you choose is important, it’s just as important to make sure you’re marketing your products or services the right way.
If you want to get the most out of your marketing budget, chances are you should be utilizing a combination of traditional and digital marketing. For instance, you might consider focusing on traditional marketing if you don’t want to spend money making the switch to digital marketing or training your marketing team.
By diversifying your marketing efforts, you can reach a larger audience and see how different marketing tactics perform versus each other. Overall, it can be very effective if a marketer sets up their targeting correctly using these techniques:
1. Direct Mail
Everyone with a postal box has received some adverts in the past — this is what we call direct mail marketing. To enumerate, direct mail marketing sends print materials like letters or postcards to the addresses of potential customers living in your target area. You can send direct mail to people who have expressed interest in the company or its products.
Another option is to send direct mail items to community members who live close to the business. These direct mail materials can build their awareness of the company and help them realize how conveniently close their home is to the business. In reality, a majority of businesses have been using direct mail marketing to reach people for decades.
Even though direct mail was almost killed by the emergency of the electronic emailing (email) systems for email marketing, it is making a resurgence. Particularly, in part as many businesses realize there is little competition when they use this marketing strategy. Many companies, like nonprofit or fundraising organizations, typically use direct mail.
More so, as an emotional marketing tool. They may use letters to introduce their company and the cause they’re supporting. This can create a personal connection between the recipient and the organization. Businesses that want to use direct mail marketing can create printed marketing materials such as flyers, brochures, letters, and postcards in their plans.
A handout is typically a printed document, like a flyer or brochure, that can promote a business, event, or sale. You can create these flyers to display in public areas that community members regularly visit to tell them about promotional events taking place at your establishment. Brochures can provide details about a company or explain the features of a product.
Eventually, something which you can randomly or evenly distribute at events or when visiting clients. Potential customers can keep these handouts with them or store them for later reference when they want to learn more about a company or product.
A broadcast is a form of marketing that uses both TV and radio to reach a wide audience. Even though their popularity has decreased in the past few years, TV and radio are still in high demand in numerous parts of the world. Many broadcasters have established niches that make it easier for marketers to reach the right people.
For example, The United States has both conservative and liberal TV and radio stations, Christian stations, and the like with inbuilt segmentation already available for marketers. Broadcast marketing is also very cost-effective because you are reaching a broad audience of people in the right demographic, which can lead to excellent results.
If you take a radio station such as SiriusXM, you will find that the weekly spend is less than what some businesses spend in a day on digital marketing. Learn more about how much it costs to advertise on this radio station in detail. Overall, this is a great way to gain either local or national recognition while making commercials for radio and television.
As a marketer, you can make and sell creative ads that help customers learn more about the brand and products you’re selling. Hearing or seeing these broadcasted advertisements can intrigue listeners and viewers, which may lead them to research the company or contact you to learn more.
Typically, you can find billboards along highways or major roads. They display advertisements and company graphics. Billboards often feature images with supporting text that convey a brief but memorable message to the audience as they drive. Creative billboard advertisements can make it easier for your audience to recognize and remember your brand.
In comparison to other traditional marketing methods, billboards can reach a wide audience from a variety of locations, which can be beneficial if your goal is to gain local or national brand recognition.
5. Out-Of-Home (OOH)
Out-Of-Home (OOH) Marketing is any marketing that happens outside your home and out of digital spaces. It takes on the form of visual advertising, and the different mediums used include billboards, street furniture, signs, and other outdoor advertising methods. The OOH marketing strategy relies heavily on images rather than words.
Obviously, this is because the placement of the advertising medium often leaves little time for anyone to read the message on them. However, this kind of marketing can be very effective if the material is placed in busy places such as bus shelters, airports, and next busy highways.
In other words, cold calling is also known as telemarketing — a type of marketing that commonly applies to companies that sell their products or services over the phone. Both business-to-business (B2B) and business-to-consumer (B2C) companies can utilize cold calling. Implementing a cold-calling strategy allows you to interact with potential customers.
As well as your refined target audience ( by niche or industry or demographic) as you try to explain the product you’re selling and how it can solve any challenges that they or their company face. In target marketing, this allows you to build a stronger personal connection and establish trust between your company and your prospective customers.
7. Event Campaigns
With event marketing, you can create advertising materials to showcase at industry events, like seminars, conventions, or conferences. You can create booths and larger materials like signs or banners to attract attendees to your booth to learn more about the company and its products. If beginner, consider setting up similar booths at other local events.
Such as fairs or festivals, to gain local attention as well. You can also participate in sponsorships, like sporting events, to increase your brand recognition and awareness.
8. Door-To-Door (D2D) + Canvasing
On one hand, door-to-door sales may be seen as old-fashioned by some, but it is still a viable marketing channel, especially when compared to more crowded channels. Door-to-door sales (or D2D) — cold canvassing — is a direct selling method, a canvassing technique that is commonly used for sales, marketing, advertising, and campaigning.
In D2D, sales reps visit potential customers in their homes and convince them to buy products or services. On the other hand, by selling door-to-door, you can avoid competition and easily get your product or service in front of potential customers. Generally, it involves a salesperson visiting homes and businesses to sell products or services.
As such, we can clearly say that it’s a form of an outbound lead generation strategy in which you walk up to a cold lead’s doorstep to introduce your product or service and qualify them as a prospect. Mark you, this is where the B2B Sales team and product sellers visit leads’ places of business, while B2C sales reps target residential areas.
This form of direct marketing has been used for centuries and is an effective way for companies to reach potential customers. It propels users to action by reorienting their focus from competitors to alternatives and from customers to noncustomers of the industry. It allows you to visualize how a blue ocean strategic move breaks away from the existing red ocean reality.
That said, have a look at these 18 Techniques for Successful Door-To-Door Sales in more elaborate detail.
9. Print Media Ads
This is another segment that has been thought to be a form of cannibalization marketing by many marketers in the industry, but that is still going strong. Print media marketing can allow a business to reach a broader audience in the case of a newspaper or a niche audience in the case of a magazine. Print advertisements allow you to reach more audiences.
In particular, prospective customers through outlets like newspapers or magazines. If you’re hoping to build more awareness in the community, showcasing advertisements in the newspaper can help others learn more about the brand, its location, and its products. Just determine the types of magazines or reading materials your target audience typically reads.
And then, thereafter, place your advertisements in these materials to generate more sales leads.
10. Word-Of-Mouth (Referral)
Word-Of-Mouth is a marketing tactic used to generate natural discussions about and recommendations for a product or company. Essentially, getting people to talk about your brand, product, or business. Today, examples of word-of-mouth marketing include sharing reviews or recommendations on social media or talking to friends/family about products/services.
Today, in regard to affiliate marketing, leaving reviews on websites. Eventually, this means, that Word-Of-Mouth is an infamous marketing strategy that is very dynamic — it can be applied comfortably in both traditional marketing as well as in the modern age of marketing. From startup business to fortune-fives, it flows quite well to drive great results.
In a nutshell, just like in terms of an affiliate referral website, word-of-mouth marketing helps a company reach new audiences and build a positive brand reputation. By using this unique and organic means of marketing, businesses can attract customers and increase profitability all while strengthening their connection with their existing patrons.
According to Semrush, word-of-mouth marketing is even more effective than paid ads. Whilst, resulting in five times more sales. Suffice it to say, 28% of people say that word-of-mouth increases brand affinity (a customer’s common values with a brand). While 64% of marketers agree that word-of-mouth is the most effective form of marketing.
The Main Traditional Marketing Advantages
Despite the fact that some forms of traditional marketing have existed for centuries, there are still benefits to integrating traditional marketing into your modern strategy. One of the biggest benefits of traditional marketing is the fact that it allows you to have a presence pretty much everywhere.
You can use traditional marketing avenues to reach potential customers when they’re at home on their couch, riding the bus, walking down the street, or driving to work in the morning. This multimedia advertising helps you advertise to as many people as possible, which means you have more chances to convert leads to sales and increase profits.
Traditional marketing can also be a simpler route if your team isn’t familiar with digital marketing and the tools that make it happen. There’s a lot to learn when it comes to mastering marketing, so your digital marketing campaign may take a while to succeed even if your team is dedicated to learning digital marketing.
For some, focusing primarily on traditional marketing is a better financial move. It’s also important to consider the type of audience you want to reach. Digital marketing is great if you want to reach a younger audience that uses smartphones and computers, but you can alienate some of your target audience if you focus too much on the digital side of things.
Traditional marketing may be better suited for an older audience, as well as any potential customers who don’t spend a lot of time on their computers or smartphones. Because digital marketing is unfamiliar territory for many businesses, traditional marketing may offer a safer alternative.
The Notable Traditional Marketing Drawbacks
Traditional marketing may have its benefits, but that doesn’t mean there aren’t any negatives. There are several reasons why digital marketing has become a major competitor of traditional marketing, and weighing the pros and cons of each type of marketing can help you decide on the right strategy for your business.
For starters, traditional marketing is often more expensive than digital marketing. Rates for traditional advertising spaces can be very expensive, especially if you’re trying to land a commercial during a highly watched event or secure a billboard in one of the most populated parts of a big city. With digital marketing, you can advertise across several sites.
As well as other avenues without spending as much. Your ads can be played at the start of Twitch streams and YouTube videos, show up as banners on news websites, and more. In many cases, the results of traditional marketing are harder to measure than the results of digital marketing. You can quantify the number of people who clicked on a link or watched a video.
But, there’s no guarantee a viewer sees your television ad just because they’re watching TV. In fact, some viewers may be counted despite falling asleep with the TV on or leaving the TV on for their dog while they’re at work. With digital marketing, you get more accurate metrics that you can use to make decisions.
Your traditional marketing campaign may also take longer than a digital marketing campaign because of all the potential red tape. Whilst, keeping in mind, that it usually takes time for advertisements to be approved and added to billboards and television, and that time can cost you money.
Traditional Marketing Vs Online Marketing And Digital Advertising
Generally speaking, traditional marketing was a powerhouse for several decades, but that all changed when the internet became popular. Just like the growing popularity of TV in the ‘50s helped advertising grow, the internet has given advertisers a whole new way to reach a worldwide audience without spending a fortune.
Ago, digital marketing and banner ads reigned supreme. These banner ads are displayed right within the layout of a website, whether they’re at the top of the site, on one of the sides, or at the very bottom of the page. Over time, these ads have developed to the point where they may also be embedded into the middle of news stories and other central content.
With the massive boom in the popularity of video websites such as YouTube, online advertising in the form of videos also became a staple of digital marketing. In exchange for free access to massive libraries of videos, users watch a short ad or two at the beginning of their video every now and then.
These video ads became even more popular when Twitch and other live streaming services started to become more popular, with the most popular streams commanding hundreds of thousands of viewers simultaneously. Of course, digital marketing also includes other avenues such as email marketing, search engine optimization, social media marketing, and more.
Which Strategy Is Better For Optimal Business Success?
As a business owner, choosing the right marketing strategy is crucial if you want to get the most out of your marketing budget. The truth is that there’s a good chance both digital and traditional marketing have a place in your marketing strategy. Traditional marketing still offers a lot of benefits, particularly for businesses that have a lot of older or less tech-savvy customers.
Moreover, customers who don’t respond to digital marketing may respond to direct mail marketing or TV advertising, and some people may only hear your ads on the radio. The marketing strategy that’s right for you has a lot to do with the audience you want to reach. Of course, it’s also important to consider what kind of marketing strategy you’re equipped to handle.
Digital marketing training may be a necessary first step if you’re planning on making the switch from print and TV advertising to YouTube and social media ads.
Combining digital and traditional marketing to work toward the same goal is a practice known as integrated marketing to be precise. You can do this by using a consistent and conspicuously welcoming Call To Action (CTA) across all of your marketing materials and advertising channels.
This diverse offering coupled with the potential to reach a worldwide audience has made digital marketing a staple in modern marketing strategies. Thus, a cohesive marketing strategy can help make your brand more unique and identifiable.
According to a certain blog by Mailchimp, the term “marketing” dates all the way back to the 19th century, but marketing as we know it didn’t begin until the 1950s. For several decades, marketing was strictly done through print, including newspapers, magazines, flyers, and other written ads. It wasn’t until radio and television became popular that marketing sprouted.
Perse, it started branching out to other platforms, which led to the advertising boom of the 1950s. Over the years, marketing has changed and grown into one of the world’s largest industries, with the internet and cell phones creating new avenues for advertising. In today’s world, it seems like you can’t go anywhere or do anything without running into an ad of some sort.
Whether you’re driving, watching a video, reading a news story online, or even perusing a blog post (like this one), you’ll come along with an ad here or there. What we now know as traditional marketing is largely a result of the advertising boom of the 1950s. This rising popularity in marketing happened as a result of the massive popularity of television during the 1950s.
Up until this point, people had to read a newspaper, magazine, or billboard to see advertisements. Although radio advertising did exist, those ads couldn’t reach the same kind of audience. With television, advertisers could reach a massive audience in the comfort of their homes, transforming the way that businesses used advertising.
Although digital marketing is the norm these days, traditional marketing can still be a great option for businesses looking for a different marketing channel. There are several opinions to choose from here, and the one you choose should align with your business and marketing goals and objectives. That’s it! Until the next one, thanks for taking the time to read this blog.