Traditional marketing
What is Traditional Marketing ?
Traditional marketing refers to any type of marketing that is not online. This means printed,
broadcast, direct mail, phone, and outdoor advertising like billboards. From newspapers to radio,
this method of marketing helps reach targeted audiences.
Traditional marketing is not only one of the oldest forms of marketing, but also one of the most
researched. Marketers lean towards this method because it’s tried and true. Everyone encounters
some sort of traditional marketing in their everyday lives, whether it’s getting the mail or your daily
newspaper.
Traditional marketing plays an important part in reaching local audiences. Ads can be kept for a long
period of time, if they are physical. Next , there is an audience who is easier to reach through
traditional marketing than online marketing such as in rural area.
Categories and example of Traditional Marketing
Print Media
Marketing - Marketing
Newspaper and through Direct
magazines Mail
Marketing
through sales
staff through Categories
face to face
meetings, and
phone calls,
events, direct
example Broadcast
selling Marketing-
Television and
Radio Channels
OOH Marketing
– Public Transits
like Buses and
Trains,
Billboards,
Street Furniture,
and Cabs
Advantages and Disadvantages of Traditional Marketing
Advantages Disadvantages
Easy to reach local audience Lack of time to update message
When your target group of customers are the local In traditional marketing, you will not get time to
consumers, then a radio ad is definitely one of the respond to the changes you wish to make in the
most useful marketing method to employ. advertisement as compared to the new modern
online marketing
Promotional materials can be kept and recycled Static text
While online ads certainly do not require the use of In traditional marketing, static text is used for
physical resources such as printing materials, advertisement. For example, if you place an ad for
posters and flyers have the sole advantage of being your product in a newspaper and you run out of
hard copies that can be taken anywhere and re- stock, then you cannot edit your ad, and there will
read anytime, even where there is no internet be many unhappy customers, and in this method,
connection. Additionally, these promotional you cannot interact with the customer.
materials can be kept for reuse, or recycled.
It’s familiarity makes it easy to understand Expensive compared to online marketing
With older folk already used to traditional methods For putting ads on newspapers, or distributing any
of promotion, they don’t need much explanation as flyer or pamphlet, you need to pay for it every time
to what these promotional material are for. They you plan for running a campaign. But in online
can just simply accept a flyer or two, read it when marketing, for any changes in the website, you
they have time, and know that it’s an don’t require any additional costs.
advertisement for a brand or a product.
Greater exposure Customized Marketing not possible
Traditional marketing always has a high success In traditional marketing, the specific customer
rate. This method of marketing is tried and tested cannot be targeted; the only specific market can be
method, and thus every businessman believes that targeted. For example, in traditional marketing, an
the traditional method will prove and provide them ad is created for young ladies of a new style of
success. Online marketing might reach most of the purse or handbag. But in online marketing, you can
population, but there is no guarantee of reaching it look at what a viewer is looking for and thus
to all the targeted audience. suggest products of her choice.
New audiences Forced on the consumer
Traditional marketing will allow you to reach a Traditional marketing is mostly forced on the
large population and across many demographics. customer, as it is a part of their daily life. This type
When using billboards, television, and radio for of marketing has a low response rate.
advertisement. These will also spread your message
to your targeted audience, and it might be possible
that new audiences might get connected to your
brand and business.
References
1. Ansari, Asim , Koenigsberg, Oded , and Stahl, Florian , (2008), “Modeling Multiple
Relationships in Online Social Networks,” working paper, Columbia Business School,
Columbia University.
2. Box, George E.P. , and Jenkins, Gwilym M. , (1970), Time Series Analysis: Forecasting and
Control. San Francisco: Holden-Day.
3. Chevalier, Judith , and Mayzlin, Dina , (2006), “The Effect of Word of Mouth on Sales:
Online Book Reviews,” Journal of Marketing Research, 43(August), 345–54.
4. Coleman, James S. , Katz, Elihu , and Menzel, Herbert , (1966), Medical Innovation: A
Diffusion Study. Indianapolis: Bobbs-Merrill.
5. De Bruyn, Arnaud , and Lilien, Gary L. , (2008), “A Multi-Stage Model of Word of Mouth
Through Viral Marketing,” International Journal of Research in Marketing, 25(3), 143–
225.
