Is Conventional Marketing Still Relevant?

As you stand by your balcony, sipping your coffee, chances are you may have noticed a large banner of the brand of beverage you consume. Yes, that’s conventional marketing for you! The digital era may have caught on. Yet you’d see print ads, billboards, TV commercials, etc., all clamoring for your attention.

Digital marketing has been welcomed by businesses globally, creating new and exciting opportunities to engage with consumers through various modes such as social media engagement, search engine optimization, and email marketing. Yet you would see many companies continue to use conventional marketing channels as part of their overall marketing mix.

1. Print Ads: Newspapers and magazines are still customary, particularly among Gen Z and prior generations. So you shouldn’t be surprised to see full-page advertisements before even turning a page!
2. Television Commercials: People may now be more entertained by their smartphones. But the humble tube has not been forgotten yet. In fact, the small screen is only growing larger and fancier, and so are the commercials displayed on them.
3. Billboards: Remember the large banners of the coffee brand you consume? Businesses still pay to place these on highways and busy streets, just so their product reaches your table.
4. Mailers: Public postal services may be losing their relevance. However, as long as these are in service, brands will continue to show up at your doorstep via free samples or discount coupons. If anything, brands could be reaching out to you more than your loved ones!
5. Cold Calling: You may block as many numbers from promotional agencies as you like. Yet, cold calling still works as many brands continue to get some business out of it. If done right, cold calling can help generate leads, gather effective feedback, and reach and retain new customers.
6. Sponsorships: This broadly overlaps with other types. You might see your favorite actor in a TV commercial sipping your brand of coffee! Or you may see your favorite sports team donning a small logo of the brand on their jerseys.
7. Promotional Events: Have your children come home excited with some freebies they got from school? Or have you at your workplace been given some goodies at lunch time from people dressed in fancy brand-centric clothes? This is just one among many ideas companies use to promote their brand and products/services.
8. Word of Mouth: Let’s circle back to your favorite brand of coffee! The billboard ad may have worked for you, and now you’re spreading the joy with your friends. Word of mouth often works that way, reducing marketing pressure on the brand, as consumers become the endorsers. Digital marketing has already become a part and parcel of businesses. However, conventional marketing is likely to stick around for years to come. Here’s why.
9. Wider Reach: Conventional marketing can help target a broader audience through various mediums. For example, a television advertisement can reach millions of viewers simultaneously, making it an effective way to reach a large audience in a short time.
10. Tangibility: Conventional marketing materials such as brochures, flyers, and billboards are easily accessed by the audience. This form of advertising can have a more significant impact on consumers as it allows them to physically interact with the product or service.
11. Trust: Conventional marketing channels such as newspapers and magazines have been around for a long time and have established trust with their audience. Consumers are more likely to trust advertisements in these conventional marketing channels than digital channels, which can be susceptible to fraud and scams.
12. Brand Awareness: Conventional marketing helps in creating brand awareness by increasing the visibility of a product or service. For example, a company that runs a series of television ads of your coffee brand is likely to have higher brand awareness than a company that only uses digital marketing.
13. Personal Touch: Conventional marketing channels such as direct mail and telemarketing can provide a personal touch to the advertising process. For instance, you may have received a small thank you note on the first order of your coffee. This approach can help companies establish a personal connection with potential customers and improve the chances of converting them into paying customers.

While digital marketing has become increasingly popular, conventional marketing still offers several advantages that make it a valuable strategy for businesses. By leveraging the benefits of both conventional and digital marketing, companies can develop and follow a comprehensive marketing campaign that reaches a wider audience and achieves better results.

Conventional marketing strategies may not have the same impact as these once did. But they can still be effective when used in conjunction with digital marketing strategies. Ultimately, the most successful marketing strategies will be those that integrate both traditional and digital techniques, tailored to the specific needs of the business and its target audience. So the next time you sip coffee, you could be amused by the efforts the brand has put to reach you.