When we first meet with a client we talk about their business, their ideal customer, their goals. Many obsess over social media, which platforms they should be on, should they do video. Often the conversation will lead to this one question… “should I bother with traditional marketing?” “Is traditional marketing dead?”
Here’s what we think…
Let’s first explain what we mean by “traditional marketing”.
Traditional marketing is often thought of as the use of traditional mediums such as television, radio, print and billboards. But others think of traditional marketing as the actual content of the message rather than the medium it’s displayed on.
There are many advantages to digital marketing due to the vast growth in this area over the years. Digital Marketing can provide insights that tell us how successful our advert has been and can be switched on and off at the touch of a button. But the downside is that the online world has become very busy. You are now fighting to get your message across to the customer in a very noisy environment.
On the other hand, you have the more traditional mediums of advertising that are riskier in terms of initial outlay and the fact they are not so interchangeable. But potentially when a customer sees a billboard their mind is clearer as they will be driving or walking without potentially the noise of digital marketing.
Marketing has always been about the 4 P’s – Price, Promotion, Placement, Product, so our main focus should always be about being in the right place at the right time. For example, having an A-Board outside a restaurant when you are looking for somewhere to eat could be a very successful marketing strategy. That same restaurant also might consider Facebook Advertising at significant times of the year such as Christmas to increase advanced bookings and potentially attract new customers. This is what we like to call a successful marketing mix.
So, is traditional marketing dead? In our opinion no it isn’t. We believe in today’s busy world it is more necessary than ever for businesses to have a marketing strategy that looks at all mediums and decides the best way for that particular business to market itself.
Further reading… Is Facebook organic reach dead?
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