The old and the dying – this is how the traditional methods of marketing are characterized by marketing professionals.
Is it really dying? Critics of the traditional methods feel that these methods should be put to rest. But before we go in any deeper, let us first enumerate what is viewed as traditional. For purposes of discussion, let us consider the following advertising methods part of what is believed to be traditional:
• Television and radio air times
• Yellow pages
• Print posters, brochures, flyers
• Newspaper and magazine advertisements
Now take a step back and answer this question very candidly: Do you think these methods are obsolete? Do you think they do not and will not bring any new business to the company? Do you think they are useless? If you answered 'NO' to all these questions then you are one of those who believe that yes, they still serve their purpose.
Critics attack these traditional methods on very flimsy grounds such as people don't keep their yellow pages or that they just throw them away. Or poster printing is costly but the returns are marginal. These people believe that these old methods have been replaced by the 'sexiness' of the Internet. They contend that newspapers, magazines and direct mail pieces have all been affected by the Internet primarily because it puts information close at hand and provides the viewer access to more details at the click of the mouse.
If you think watching tv or listening to radio is no longer achieving results because people change channels during commercial breaks, then this truism is also applicable to the Internet. Do you think people care about the insurance commercial every time you open your email? Do you think people give a damn if they see ‘click here' advertisements? Most often than not, they are more annoyed and just like switching channels during commercial breaks, they just close the pop-up altogether.
Moreover, the Internet is dependent on several things: access to computers, power supply, and internet connection. Remove one from the equation and you say goodbye to this much touted breakthrough. On the other hand, consider print posters in eye catching colors in an otherwise dull surrounding or a flyer stuck to your fridge.
Well… I think you got my point.