Traditional Marketing, An Argument For It

An Argument for Traditional Marketing

An Argument for Traditional Marketing

There are few aspects of life that have not been affected by living in a digital age - traditional marketing included. As technology continues to develop and improve, so grows the need for marketing to evolve and expand.

There has been talk in recent years that traditional marketing is on its way out – that we are close to seeing the death of conventional marketing. While digital marketing has taken center stage and has forever changed the way we do business, could it be true that it has eliminated the need for more traditional methods?

For the purposes of this post, traditional marketing refers to mediums before the digital age, such as newspapers, magazines, radio, billboards, and TV. While the Internet is the predominant way in which most businesses use marketing, it is unfounded to say that traditional media is dying, considering that the defined traditional medias are still in use all over the world. In fact, TV is still the favored media in the United States. While TV marketing may not be as advanced or as high-tech as its digital counterparts, it still has a very wide reach when it comes to certain psychographics and demographics. TV has the ability to reach the less connected individuals of our society; so to say that it is dying seems to be a preposterous claim.

Even though the amount of money spent on traditional marketing has dropped over the years, it has continued to be an option and is not likely to disappear any time soon. Traditional marketing has an age advantage to digital – it is more likely to be trusted by certain groups of people, specifically individuals who fall in the Generation X and Baby Boomer categories.

Social media and digital marketing are clearly the most effective ways to market a business, but does that mean that traditional marketing has to be on its way out? This simply means that there has been a shift in how people are gathering their information. For the foreseeable future, there will always be markets in need of traditional marketing methods.

Integration is where balance is found. Traditional media is far from perfect, but digital media has its own set of struggles as well. Businesses that have found a way to use both traditional and digital mediums are the brands that are most likely to come out on top. It would be senseless to only use one or the other, especially in dealing with diverse audiences. When both are used together, the result is a broad reach, as well as necessary engagement, which will result in a strong marketing plan.

Marketing is not a static mechanism; it will always evolve with society and culture. There will never be only one audience or market, and this is why there is a need for different types of marketing. New markets are bound to be created, and within them, new sets of rules and a need for different types of marketing.

So yes, digital is at the top of the food chain, but traditional tools still hold a decent size claim on the marketing world. While the face of marketing has changed in recent years, it does not mean that the two worlds of marketing cannot work together. In fact, it is the businesses that understand the essence and reach of both digital and traditional media that are bound to be the most successful.