‘A lot of times people don’t know what they want until you show it to them’ – Steve Jobs
Marketing, the science and art of appealing to masses, understanding human behavior and using the information to sell or make aware of a product or an offering. It is, in other words, the core of any business, and can also be described as, the way we sell and in the manner, we expose the target market to our offerings, and how we manipulate, change and appeal to the perception of potential clients.
Marketing used to be a very complex process that only experts could handle, corporations were solely dependent on third-party corporations to handle and achieve their goals. There were only a handful of mass media marketing solutions that one could hire. Targeted marketing was an even more difficult task.
Newspapers, until recently were the best way to communicate a message to the local masses, by printing them up and exposing potential customers about the brand or the company.
Radio adverts are one of the oldest tools used to market products. Listeners get to tune into a channel and in between music or news get to hear the advertisement regarding a product or a brand. This medium has been largely used as a mass media tool, exposing many more masses compared to newspapers.
Flyers/ Mail, also known as collateral marketing tools, are the newsletters magazines and promotional email many of us have our mailboxes full of. This is a targeted marketing strategy as individual customers are targeted.
Television is perhaps the largest mass marketing tool used abundantly till today, the paid commercials during super bowl are the most expensive slots any corporation could buy along with the 9 o’clock news breaks.
Telemarketing, this is the process of enlightening customers, or potential clients by making phone calls to random people, offering them your products and trying to close a sale while remaining on call. Like the insurance calls you might get from time to time.
Advantages of traditional marketing, even in today’s world are very relevant and stay consistent.
- Tangible: The tools used in traditional marketing are almost all of them tangible, except for radio adverts and TV adverts.
- Less Cognitive: All traditional tools of marketing are familiarized by every generation today, making it easier to target everyone and less of an effort people to understand it.
The disadvantages of traditional mediums of marketing surfaced only after the migration towards digitalization started to occur and marketers started to realize its influence and its impact.
- Expensive: All mediums of traditional marketing are quite expensive, to start, manage and control.
- Uncontrollable: Whatever has been printed, said or shown through this medium can’t be controlled and altered once it is released to the public.
- Localized: Each tool is usable only in a specific geographic location, and can’t target large international markets simultaneously.
- Incalculable: The audience targeted can’t be exactly calculated through these tools, nor can the conversions per ad be calculated.
- One way communication: The tools pertaining to traditional marketing are one-way communication only, this means that the targeted audience can only know about the product or the brand, yet they cannot communicate with the corporation, in order to learn more about the offerings.
- Time Consuming: The entire process of all wings of traditional marketing is very tedious, as well as time-consuming, creating the perfect campaign takes months of preparation as it needs to be completely on point, mistakes are not ignored as no medium is re-callable
Traditional marketing with all of its perks and disadvantages is still the core of any business, however, it has differentiated a great deal since the earlier days, where marketing budgets had to be enormously large.