Traditional Marketing isn’t dead if you don’t believe me ask Pepsi. In 2014, following the hype of Social Marketing, Pepsi moved their entire ad spend from television to social media. They quickly dropped to third place in market share and lost a lot of money. Today they have resumed a more omnichannel marketing strategy including traditional in the mix, even recently getting into hot water for a commercial that featured Kendall Jenner.
Last year, Deadpool surprised everyone when it opened north of $132 million in the US alone and eventually went to gross almost $800 million worldwide. Deadpool’s omnichannel marketing strategy uniquely blended traditional and digital (Read: The Deadpool Strategy) to achieve the volume of success it did at the box office.
So yes, traditional marketing is still very alive. The main reason people think traditional marketing is dead or it doesn’t work anymore is because unlike digital, they are unable to accurately measure it. There is nothing better than having a precise figure for your conversions or your Returns on Investment (ROI). The ability to calculate every dollar spend and every dollar earned is the game changer that put digital ahead. But in an ever-evolving market place, the mistake most traditional marketers have made is sticking to an old model or completely abandoning the system.
Quoting from How to Integrate Traditional and Digital Marketing by Samuel Scott, “Marketing does not really change that much because people do not change and anyone who says differently is selling something.” Scott isn’t wrong, marketing as a discipline was in a large part motivated by the need to dissect in greater detail relationships and behaviors that existed between sellers and buyers. The study of marketing led sellers to recognize that adopting certain strategies and tactics could significantly benefit the seller/buyer relationship. In the old days of marketing (pre-1950s) this often meant identifying strategies and tactics for simply selling more products and services with little regard for what customers really wanted. Often this meant companies embraced a “sell-as-much-as-we-can” philosophy with little concern for building relationships for the long term.
But starting in the 1950s, companies began to see that old ways of selling were wearing thin with customers. As competition grew stiffer across most industries, organizations looked to the buyer side of the transaction for ways to improve. What they found was an emerging philosophy suggesting that the key factor in successful marketing is understanding the needs of customers.
So, the core definition for marketing hasn’t changed since the 1950’s, marketing has always been about the needs of the customer. What has changed is the channels to access the customer and the ability to measure marketing efforts more precisely.
Traditional marketing can be in the form of billboards, TV commercials, print ad, flyers, banners and newsletters. Traditional marketing should not be done in isolation. Many people believe they are creating an omnichannel strategy when they include their website address and social media handles at the end of a tv commercial or on print ads. Then they go ahead to separate their metrics, calculating traditional marketing with projections and calculating digital marketing with defined analytics.
How then are they able to truly measure the effectiveness of the ad?
When building an omnichannel marketing strategy, regardless of your business type or size, it’ll be a mistake not to include traditional. Even companies that were born in the digital age and exist solely because of the internet, companies like Amazon, still use traditional advertising pretty extensively.
But an omnichannel marketing strategy means you should create it all together and measure it all together. Create unique URLs, unique hashtags and unique landing pages for your traditional campaigns so that you’re able to measure them more precisely. Your omnichannel marketing strategy should be inbound. You can include a special code for people to download a guide or a whitepaper. Use your marketing platform (i.e. Hubspot) to collect data, create reports and build workflows (automation).