Embracing The Old In A Pivot Back To Traditional Marketing

It may be a surprise, but many retailers are eschewing digital in favor of old-school marketing this Christmas. As CNBC highlights, ongoing privacy changes in the Apple sphere, and controversy over Facebook’s data practices, have led many businesses to question the value they can derive from digital marketing campaigns. This is an unexpected turn from businesses, but not one that’s necessarily a bad thing. As market forces have shown, there is a definite space for traditional marketing – and it can have huge benefits for businesses while saving money along the way.

 

 

One of the classic ways in which physical marketing is directed is through flyers and leaflets. When done tastefully, in small runs, they can help to inform people of ongoing events and sales in a way that sticks long in the memory. Businesses can get flyers designed with thought-provoking branding, with a high print quality, that can be recognized as cultural works in their own right, and retained instead of thrown into the recycling bin. This idea, of an artistic presence, is very important. As Forbes highlights, one of the main benefits of physical marketing is the ability to create small, and bespoke marketing moments. This is a crucial concept in modern marketing. In the post-consumer era, customers want to feel a real connection to the company and its products – a physical presence and connection can really help to create that.

 

 

The vehicle is still America’s favorite medium. According to the World Economic Forum, just 10% of Americans use other forms of vehicle to commute to work. As such, the average American will see hundreds, perhaps thousands, of vehicles pass every single day. That’s a massive marketing opportunity. Livery on a car, or a simple bit of branding that doesn’t mean the entire vehicle (work or home) is encompassed, can be a wonderful way to promote a business. The same goes for billboards; even a small billboard can have huge reach if placed at the most appropriate places within the road network.

 

 

Digital marketing and social media marketing has obviously been on the ascent for a number of years now, but it hasn’t been able to shift the spend of traditional marketing. As Search Engine Journal highlights, there is a general decline in traditional spending, but only by 0.2% per year. Significant value can be found from radio, TV, print and livery, that produces a solid foundation to operate behind the medium of digital advertising. This can also help to ensure that customers are attracted from across the demographic spectrum, providing valuable new sources of sales.

 

Traditional marketing declines a little each year, perhaps, but its decline has slowed. There’s a serious move from companies to tone down their digital efforts and start renewing a focus on those methods, such is the demand from a traditional market. Focusing on physical marketing, TV, radio and print, and generally looking for a more relaxed marketing mix is the key.