Why Traditional Marketing Is Dead

Originally posted on The Inspired Inkwell

Sorry marketers, but traditional marketing is dead. Nonetheless, this should not be a surprise. As the online world continues to evolve, ways of communicating to your audience evolve with it. Out are the marketing campaigns filled with printed collateral and a singular message. In are the ways of social media marketing and communicating through intriguing content.

What is Traditional Marketing?

Traditional marketing involves tactics that have proven history and success when executed. They usually include heavily branded promotions of the organization, product, service or all the above. Most of the time traditionally refers to “offline” marketing. But, broadcast and telecommunications do still fall under this umbrella.

The four main areas of traditional marketing are usually categorized as broadcast, telecommunication, print and direct mail. Broadcast refers to radio and commercials, while telecommunications simply implies cold calling. The two offline categories, print, and direct mail emphasize a variety of printed materials sent directly to the consumer. These printed materials include newspapers, newsletters, magazines, brochures, fliers, postcards, letters, catalogs and more.

Yes, plenty of companies still deploy these types of marketing strategies on a daily basis. But, consider the world today. When was the last time you opened up a direct mail piece you were not expecting and looked at it? When was the last time a magazine ad resonated with you? Have you actually responded to a cold call without getting annoyed within the past year? Have you actually ordered supplies through a catalog you received in the mail within the past year?

Odds are your responses to these questions prove that traditional marketing no longer has the same effect it did 10 years ago. Heck, even 5 years ago. Which leads to the question, is traditional marketing in fact “dead”?

Yes, But Why is it Dead?

Most customers see traditional marketing as focusing solely on “the sell” and not serving any other purpose. In the past, it was all about pushing a branded message and not communicating with the target audience. This lack of communication most likely no longer affects the majority of your target audience. For example, Millennials, who are now seen as the largest generation, want to be a part of the conversation rather than just talked to. Direct mail pieces, brochures, fliers, etc. all push one singular message, that millennials don’t want to hear. So, why if the largest generation is not affected by these strategies should organizations continue to do them?

The differences between traditional marketing and today go beyond the selling of a singular branded message. These differences prove why traditional marketing is dead:

• Traditional campaigns are temporary, but content lasts forever.
• Consumers today like to build relationships, while advertisements are too quick.
• Traditional marketing is all about the organization, while today should emphasize the consumer.
• Today’s world is fast-paced and constantly changing, while traditional marketing efforts are a slow, planned-out process.

What does this Mean for Marketers?

The next time you are planning out a marketing campaign or trying to figure out how to reach out to your audience, consider those bullet points. Don’t plan out a long “offline” marketing campaign to just sit back and watch it slowly execute. Consider multiple online campaigns, on multiple platforms, at the same time. Put in the effort to understand the target you are trying to reach and figure out how to truly connect with them.

Build relationships with content. This continued emphasis on relationships with your audience is no coincidence. It is important to go beyond getting a sale and moving on. One way to do this is joining conversations on social media. Whether it is Facebook, Twitter, Instagram or any other platform, social media is a great place to connect with your audience, especially if your audience includes millennials.

Once you are on social media or connecting with them in other ways, it is time for your content to do the talking. Once something is written, vlogged, tweeted or posted, it’s there forever! Putting a lot of time and effort into your content is key. Developing the right content can go a long way in forming relationships and increasing your chances of not only a sale now but also a customer for life.

Take a look at your current marketing efforts. Is all your time and effort going to waste because of the wrong strategy? Times change and so should your marketing strategies.

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