Learning about marketing needs to be on the to-do list of every current and aspiring entrepreneur. Even the most seasoned business professionals are constantly working to improve their marketing skillset. Ross Kernez of Marble says marketing is how you speak to your customers and find new leads. Without marketing, it’s very hard – even impossible – to grow. A lot of products and genius companies struggle because of poor marketing. It stunts their growth and limits their potential.
Done correctly, marketing can take your products and your brand to new heights. Modern marketing solutions offer a bevy of options at your disposal to reach more people in new ways. Change is the only constant in the marketing world. There are always new marketing channels being created, and teams are hard at work dreaming up new paths to consumers’ minds and pockets. There are, however, still some tried and true marketing techniques that worked years ago and are still very effective today. Let’s explore the world of traditional marketing and how you can use it in a modern setting.
What Is Traditional Marketing?
With so much focus on digital marketing, traditional marketing is almost an afterthought. However, you’re making a big mistake and possibly leaving money on the table if you’re not involved in the traditional marketing game. So, what exactly is traditional marketing?
Generally, traditional marketing covers things like:
- Print media
- Broadcast media (TV, Radio)
- Direct Mail
- Telephone Marketing
These modes of media consumption still have millions of users even though more of our time is spent online. Choosing how and when you use traditional marketing versus digital marketing will depend on your products and where your customers spend their time.
Traditional Marketing Platforms
Let’s discuss some of the most common forms of traditional marketing and how they can be used in the modern business world.
Print Media – One of the oldest forms of print media, this covers advertising in magazines, newspapers, on billboards, pamphlets, and other print mediums. While overall print publications are down, there are still major players in these areas. Also, the right print media placement can increase visibility to the right demographics. It’s done well on a local level, with billboards, for instance.
Broadcast Media – Advertisements on TV and radio have changed to adjust for things like TV on demand and satellite radio. Successful companies use things like stealth media or sponsoring radio shows to get their messages out there. There has also been a broadcast shift into the podcast space where more customer demographic data is available, which helps you find the right customers more easily.
Direct Mail – Direct mail and other forms of direct response marketing can help you capture the attention of people who don’t spend most of their time online. People are often surprised at just how effective direct mailing is and its high response rates. It’s a great way to fill the pipeline with fresh leads to build new relationships.
Telephone Marketing – While some people have disconnected the home phone, but there are still millions of households with landlines. Companies use this to their advantage and make outbound calls to find interested customers. This isn’t just a B2C thing either. A lot of successful companies use B2B telephone marketing to build connections vital to their growth. Modern telephone marketing is done well when you have more information about the people you’re calling any why they need your products.
Using Data Analysis in Modern Traditional Marketing
One of the advantages of the modern digital world is that there is more information available to companies interested in promoting products and services. That’s a huge advantage for people who want to use traditional marketing today. Here’s how you can use data to make your traditional marketing efforts go farther.
Set Goals – Make your performance measurable. Traditional marketing platforms have come a long way in giving companies demographic information that helps them measure how much effect their marketing spend is having. Setting goals keeps you focused on outcomes and helps you adjust strategy as you go.
Match Your Marketing with Customer Needs – Once you have that customer data, match your marketing campaign with where those customers are and how they spend your time. If you know there is a large section of a potential audience subscribed to a certain podcast, then using broadcast marketing there is a great choice.
Make Marketing Personal – As much as you can, create personalized marketing materials that speak to customers’ experience. This is hard to do on a small scale, but any effort to section out your audience and make ads specific to them will yield good results.
Traditional marketing, though not new and sexy, is still a juggernaut where companies spend billions of dollars advertising each year. Find out how your company can use these traditional platforms to form your brand image and speak to your audience.