Traditional activities still deliver
In today’s digitally saturated world, it is tempting to wonder if traditional marketing is still important. But traditional marketing isn’t dead, it’s not even sleeping. Traditional marketing techniques are alive and well in many B2B and B2C marketing strategies. They offer businesses valuable ways to connect with and grow their target markets in 2020.
But what exactly is “traditional marketing” and how can your company get the most out of traditional forms of marketing? Continue reading as we answer these two questions and more.
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What are traditional marketing methodologies?
Traditional marketing is founded on the 4Ps of Product, Price, Promotion and Place. The techniques used in a traditional marketing approach involve market research to identify the right target segment/s. Specifically, an understanding of their motivations and pain points through the development of buyer personas and incentives to promote a particular service or product. Location and channel preferences are also filtered into the traditional marketing mix.
Historically, traditional marketing mediums such as print, broadcast, telemarketing and direct mail concentrated upon maximising impressions to a broad audience. The rise of digital marketing led to the creation of 3 more Ps to reflect the complexity of modern day marketing. The addition of Process, People and Physical Evidence correspond to changes in customer interaction, social media and ecommerce.
However, unchanged is the importance of creating a marketing strategy and a marketing plan that works for your business.
Traditional marketing advantages
The benefits of adopting a traditional marketing approach are many and we could easily get lost in specifics. Did you know that 71% of companies that exceed revenue and lead goals have documented personas?[1].
The main advantage of traditional marketing lay in that it is established, tried and tested with proven results. 4Ps or 7Ps, you must identify who to target and how to – a timeless way to help success.
Arguably, traditional marketing techniques such as market research and persona development are more relevant than ever. As touch points and opportunities for marketing outreach increase, brands can quickly burn through budget on campaigns that deliver little if not focused on who and how.
But won’t digital marketing replace traditional?
Can traditional approaches to marketing really withstand the digital revolution?
When every penny of your marketing budget counts, knowing where to invest your precious cash is key. But traditional marketing and digital marketing should not be seen as an either/or situation. Neither are the two adversaries; this is not traditional marketing versus digital marketing. Rather, when the two are integrated and work in unison businesses can supercharge their ROI. The big question here is: is your marketing strategy ready?
Forms of marketing for your business – traditional, digital and other
Think Beyond is a marketing and business consultancy that helps you answer this question. Our team of Chartered Marketers work across the UK to deliver marketing strategies that get results. From research through to planning to full campaign management, we are here to take your marketing further.
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