Modern Marketing vs Traditional Marketing

Marketing isn’t a brand-new concept, but due to today’s technological advancements, marketing a product or service has certainly changed. Thanks to the accessibility the internet provides, a lot of businesses are using the digital landscape to reach a wider audience. However, this doesn’t mean that traditional marketing is down for the count because there are companies that still use traditional marketing strategies.

With two marketing concepts to choose from, many business owners find it challenging to implement a marketing strategy that works best for their brand. It’s no secret that traditional marketing has withstood the test of time, but the appeal of modern marketing is difficult to ignore. Fortunately, this article can help business owners reach a decision by discussing the contrasts of the two marketing strategies.

What is Traditional Marketing?

Traditional marketing has been used and enjoyed by people all over the world, so it’s no surprise that everyone is familiar with this concept. It’s also designed to focus more on selling a certain service or product and uses a variety of mediums to advertise a brand. 

Because of these factors, traditional marketing is easier to understand, and companies won’t have any difficulty explaining their product or service to various age groups. It also works best with a local audience because it can be centralised in a city or region. What’s more, they can be accessed without an internet connection and kept for reuse. 

Some of the most commonly used traditional marketing strategies include the following:

• Business cards. This type of traditional marketing strategy is a quick way for a company or individual to spread their information. As such, it’ll forever endure the ever-changing marketing strategy landscape.
• TV and radio ads. Thousands of people tune in to the radio every day, so advertising a product or service through this channel still works.
• Flyers and brochures. Flyers and brochures are designed to capture the attention of a wide audience. They typically use vibrant colours to convey a message or display an image the reader can easily remember.
• Billboards and signage. Using outdoor billboards and signage are great ways to advertise a business to daily drivers, commuters, and people who are walking around the city.
• Direct mail. This traditional marketing strategy is used to spread awareness of a certain product or service to a specific target market. It uses a mail service to deliver promotional printed pieces like postcards, brochures, and letters.

What is Modern Marketing?

While traditional marketing’s focal point is the company’s product or service, modern marketing is more customer-oriented. Businesses that adopt a modern strategy always put their consumers’ satisfaction above all else, so they’re able to address their audience’s unique wants and needs. 

Since modern marketing uses a digital platform, it’s more customisable. It can also easily adapt to change, so it has no problem keeping up with the latest marketing trends. Plus, it can be accessed on any device, which means companies have a higher chance of reaching a global audience. All of these factors help build customer loyalty and trust, as well as worldwide brand recognition.

The following examples are some of the most popular modern marketing strategies used today: 

• Email marketing. With the highest ROI of all marketing channels, email marketing should be a part of your modern marketing strategy. It allows you to engage with your customers, notify them of upcoming promotions, and more.
• Internet ads. From Google to YouTube to Facebook, there’s no shortage of platforms where you can grow your brand through paid advertisements. And with the right data, you can ensure the ads are reaching your target audience.
• E-Commerce Websites. If you sell physical or digital products, an e-commerce website is a must for your business. It allows customers to purchase your products without visiting a physical storefront, meaning you can reach a larger audience.
• Using social media sites like Facebook, Twitter, and Instagram. Social media platforms have built-in data analytics tools that enable brands to track their performance, engagement, and ad campaigns. It’s also easier to create a buzz using Facebook, Twitter, or Instagram due to online marketing trends like using hashtags.
• Search engine optimisation (SEO). SEO is the practice of optimising your website to improve its rankings/position in search results. With the right technical, on-page, and off-page optimisations, your site will be the first result users see when they're searching for a product or service. 

Which Marketing Strategy Should You Choose?

                                   image source

Traditional marketing and modern marketing have their own set of advantages, but depending on the business’s needs, one might be better than the other. To know which concept suits their goals, business owners need to answer the following questions first before implementing a marketing strategy:

• What’s their budget and goals?
  Although applying both methods will reach a wider market, it can get expensive. Traditional strategies are easier to understand, but they’re more costly to maintain due to the amount of material that needs to be printed regularly. Modern approaches, on the other hand, heavily depend on technology, but they’re more cost-effective. Depending on the business’ budget and goals, one strategy may suit their needs more than the other.
• Who’s their target audience?
  As always, it depends. Depending on your audience’s age, location, and your product, your marketing strategy may differ. For example, if  your target audience is younger individuals, a modern marketing strategy would be best given their use of technology.
• What industry are they in?
  Professionals like lawyers and dentists still rely on traditional marketing strategies because their clients base their search on their location or when they need their services. However, freelancers and vendors are better off investing in a modern marketing platform since it better showcases their merchandise and skills.

Once a strategy has been determined, companies will need to have a professional web designer and/or graphic designer help market their service, product, or brand. Fortunately, top design agencies have experience with both types of marketing.

If you’re looking for a web design or graphic design agency in New Zealand to help market your brand, Activate Design is a name you can trust. We specialise in responsive web designs, graphic designs, smartphone apps, and software development, as well as traditional branded print material. Our company has been providing these top-notch services since 2003 and have been working with various industries in Christchurch and across the country. If you'd like to inquire about our services, please visit our contact page.