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Why Traditional Marketing Still Matters

January 11, 2017 | By Wayne Cappleman
Young woman holding a tablet and a book

It’s a topic of conversation in the marketing world that has industry professionals pondering when it comes to developing the most effective strategy for their clients. In this digital age where culture has shifted towards the use of mobile technology, the internet has become the marketing medium of choice for most businesses. With such prominence placed on digital marketing it begs the question, are traditional methods still effective or are they essentially redundant?

Reaching your Audience

It’s important to remember that not everyone is online, it may be a small percentage but there is still a target market out there. There is an established audience that already exist, the content just needs to be tailored to suit the demographic for maximum influence. Recognized modes of communication such as TV, Radio and Print are tried and trusted mediums, so why not exploit them?

TV and Radio

A large percentage of your target audience have access to TV or radio in some form. Be that at work, home, car or even in-store. The reach of these mediums is huge and unavoidable. Their invasive nature make them extremely effective when it comes to marketing. The costs aren’t as high as you’d think. Radio can be relatively cost effective and less time consuming to produce. TV is a great opportunity to get the creative juices flowing and embed your story into your audience’s mind. 

People buy from People 

Face-to-Face interactions the most powerful selling tool of all. It has the ability to create an impression and give your product or service a real life, emotional connection. Promotional events yield significant value when creating a brand impression, and physically placing your product in the hands of the consumer. Tangible marketing materials such as business cards, flyers, and samples engage the target audience on more than just a visual level. These traditional tools are utilized worldwide and create a buzz surrounding the brand.

To reach a wider audience, traditional mediums are still an important part of the marketing mix. Factors to take into account include: the industry you serve, your target and your budget. The most effective strategy integrates both traditional and new mediums to have the maximum brand impact. 

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