Henry Ford once said “ Half the money I spend on advertising is waste, and the problem is I do not know which half.”
Traditional marketing used to be semi successful decades ago, when consumers only had access to certain mass media, like Television, Radio, Yellow Pages, Letter Box Drops and Newspapers. Due to the high cost of traditional advertising, not many brands could afford to advertise consistently or well.
While this type of marketing used to work, sometimes, consumers have become much more technology-savvy in recent years. In particular, technology has changed how people interact with brands and marketing messages. Now a consumer will spend plenty of time researching what products and services best suit their needs, who is the best person or company to get it from and how they want to get it.
Here are 3 simple reasons why traditional marketing is dead and why you should invest your time and money more wisely than ever before:
Traditional Content Is Only Temporary Digital Can Hang You Forever
Unlike online content, traditional content is temporary. Consumers are not able to search for magazines, newspapers and TV shows once they have been published or finished airing. On the other hand, content on the internet is for good or bad there forever. All the blog posts you uploaded online will still be accessible years later, for as long as your servers are up. As such, consumers can always have access to your message, as long as you don’t take the content down. Likewise social media and reputation sites allow the consumer more access than ever before to praise or punish you for your products or services
Traditional Marketing Is Not Specifically Targeted
Historically traditional marketing involved producing content for the masses. Advertisements in newspapers and shopping malls will catch the eye of everyone who walks by, and are not able to speak to a specific audience clearly or in a compelling manner. Now, digital marketing allows marketers to target a particular group of individuals accurately. With the use of email marketing, digital marketers can also personalize their emails to the recipient, and track the actions of the recipient after these emails are sent. This is particularly powerful when directed at your past and present clients – if you aren’t talking to them just remember, someone else will be.
Traditional Marketing Is Hard To Track Without Guaranteed Meetings
Traditional marketing does not allow marketers to track their progress and their marketing returns from a particular channel. For instance, they are not able to analyse the increase/decrease in revenue from a particular advertisement in a shopping mall. The same can be said about digital marketing which they will tell you allows marketers to analyse the return on investment for a particular ad on a particular platform. This just isn’t the case very often and is often a waste of money doing branding and image building activities. They will also tell you that they can choose the best performing ads and platforms and reuse them for the next marketing campaign, in other words they will use your money to experiment as to what message on what media gives the most “likes” rather than guaranteed appointments with people who have a genuine interest in your products or services that you can actually meet with.
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