If you’ve been involved in the business world the past fifteen years you have probably seen significant changes in the marketing landscape. What used to be popular marketing strategies when you first opened your business may not be popular or even what works today. Traditional marketing tactics tend to cost more than digital marketing tactics and it is often difficult if not impossible to track the ROI and success of these campaigns. Some of these strategies are still widely used but some have evolved to fit modern advancements in technology.
We have outlined the basics and need-to-knows of each traditional marketing tactic to help you understand and leverage the marketing techniques that fit your business goals!
Broadcast Marketing
Broadcast marketing is a traditional marketing tactic used for services or products utilizing television and/or radio broadcasts in order to gain viewers’ and listeners’ attention. This tactic differs from other traditional marketing tactics because businesses have the opportunity to reach a wider audience through target demographic selection. For example, if your service or product is ideal for the middle-aged female consumer you will most likely choose a network catering to that demographic.
Broadcast advertising is still used today, but it has expanded to fit newer digital formats including podcasts, YouTube, streaming services, etc.
Cold Calling Marketing
Cold calling is a traditional sales technique that involves calling people with whom you have no existing relationship. It’s still part of the modern salesperson’s workflow, but there are better ways to conduct this outreach. In today’s modern world, marketing strategies typically recommend “warming up” your lead before directly reaching out to them. This can work in many different forms including running targeted ads so that consumers are familiar with your brand, consistently posting on social media – specifically content that is relevant to your ideal consumer, or reaching out to consumers who have already expressed some sort of interest in your brand, for example signing up for your email list.
Direct Mail Marketing
Direct mail marketing is a type of direct marketing that’s delivered physically to a prospect’s mailbox. Some examples of direct mail pieces include:
Email marketing is the digital equivalent of direct mail marketing.
Email marketing is one of the most traditional and widely used forms of Digital Marketing because it has been around the longest. Active email accounts are expected to hit 5.6 billion in 2019, making it one of the most widely used sources of digital communication. According to SalesCycle, 59% of respondents say marketing emails influence their purchase decisions.
Press Releases
Traditionally, press releases were released when a major change or event happened that a large audience would take interest in. These press releases were created and submitted to publications to be printed in magazines, newspapers, etc. Digitally speaking press releases are often submitted and find form in relevant email blasts, or newsletter publications. Businesses may even create their own press releases solely to be published on their own blogs.
Print Advertising
Print advertising is a form of advertising that uses physically printed media to reach potential customers. Print ads were once the standard format for creative advertising. But as more advertising dollars are allocated to digital outlets, print advertising is seen as an expensive, untrackable media format.
Some examples of print advertisements include:
Online paid advertising is the digital equivalent of direct mail. You have a variety of options when it comes to advertising online including social media ads and search ads and you can easily track the ROI and success of these campaigns. The information gained from these campaigns can be used to optimize and continually run better and more targeted advertisements.
Here at Kevin Brown Design, our strategic marketing approach ensures that every part of your marketing efforts is relevant to your end goal, whatever that may be. Want to get started with some of these strategies? Get in touch today for a free consultation with Kevin Brown Design.