I received a call in the office this week from a well-known non-profit business directory of sorts, requesting to confirm some information about our agency. When we came to the “Business Category” section, the gentleman on the phone asked me to confirm whether “Internet Marketing Services” was still appropriate. It’s not that it’s inappropriate, but it doesn’t capture the full breadth of our service offering, so I asked what else was available under the “marketing” umbrella. To which he replied, “Digital Marketing”.
Oh, I see. So, I decided that out of these options, Internet Marketing Services was slightly less ambiguous, and we left it at that.
But it started me thinking about how far we’ve come in the marketing realm, and how much validity is still placed on what has now been deemed ‘traditional marketing’.
Traditional marketing is defined as: any type of promotion, advertising or campaign that has been in use by companies for years, and that has a proven success rate. Methods of traditional marketing can include print advertisements, such as newsletters, billboards, flyers, and newspaper print ads. Other forms of traditional marketing include television spots or commercials, as well as radio spots advertising a business, product or service.
In other words, traditional marketing still touches our lives on a daily basis, it’s simply been overshadowed by the prevalence of the online world.
To this day, I have a fondness for traditional advertising. I guess because when I started my marketing career, that’s all there was! Not taking anything away from the wonderful analytics and other data that we have as tools in our online marketing efforts of today, but what I love about traditional advertising is that it often leads to real relationship formation.
How often have you discussed a television commercial with a co-worker (I’m talking to you, Superbowl!)? Or maybe a really annoying radio commercial that you always hear during your commute; Do you get to work and ask your colleagues if they’ve heard it too? Personally, I’m a sucker for a great and innovative direct mail piece – if I receive something in the mail that tickles me, I’ll tote that thing around and show it to everyone I know. The fact that I’m usually the only one who finds it cool is irrelevant; I’ve now shared that marketing message with all of my long-suffering friends and family, so it received more traction than it otherwise would have.
The fact is, traditional marketing pieces done well can truly be akin to works of art – if they’re created in a way that’s compelling, people will notice. Whether it’s a trade show booth, a poster, a print ad, a bus bench, we’ve been known to create some pretty cool stuff that gets tangible results for our clients.
On this #throwbackthursday, I thought I’d use an online medium to give a shoutout to the mediums that came before and helped to make the wonderful world of marketing into what it is today.