Almost all aspects of life today are digitized and online. Whether we can survive without the digital has become a point of contention. I would like to think that we have not yet reached that level of superficial living where our lives are so intertwined with the digital space that we cannot appreciate life outside of it.
I know that I am not alone in this mode of thinking; experts in the world of brand marketing also believe that traditional tools still hold great value among us. One of the most important benefits of traditional marketing methods is that it grants brands a presence almost everywhere. Ubiquitous tools like these, should not be phased out.
We also tend to forget that whilst our lives are extremely digitized now, there are a large number of us who also still relish the offline, physical connections. For marketers who know their audiences well, retaining some traditional marketing tools is paramount to achieving success.
What traditional marketing tools still work?
Before the advent of digital everything, ordinary people like you and I picked up the newspaper to learn about what was going on in the world. We also watched television to wind down at the end of a long day or listened to the radio to relax. This is not something that is entirely of the past, as there are still those who look to these ‘old school’ mediums to stay abreast of the news or be entertained.
Often, as marketers, we think about the new age, the new generation, and what makes them tick. We tend to forget that many countries around the world are host to ageing populations. That is a large part of our market and catering to them means, frequently, reverting to the traditional, tried-and-tested tools.
Research shows that Europe and Asia are home to the largest ageing populations in the world. Thus, combining a mix of traditional and digital marketing tools will be a step in the right direction.
Among our arsenal of traditional tools, Email marketing (specifically direct mailers), phone calls, print advertisements, speaking engagements and billboards rank high.
Consider how you respond to a friend calling you to wish you for your birthday, as opposed to just sending you a text message. The thoughtfulness behind the time taken to do so is not lost on you, I am certain, and it also gives you the chance to trade information, catch up, and share a connection. This same level of engagement can be expected from marketing tools such as phone calls and speaking engagements, where people can enjoy tangible connections, alleviate their doubts, be reassured and really get to know your brand. A 2021 survey by Cognism found that 27% of sales teams think that phone calls are the best means of booking meetings with prospective customers.
But why do print media and billboards still fit the bill? Industry players say that as long as the 7 Ps of marketing (product, price, place, promotion, people, process and physical evidence) are still relevant to the industry, print media and billboards will continue to share space with the more modern digital tools of today.
Blog HubSpot says that ‘digital fatigue’ has left many audiences engaging more with print media. Practically speaking, how many of us activate ad blockers on our digital media platforms? Therefore, it does make sense that print media still has a significant hold on people’s attention. Blog HubSpot quotes a neuromarketing study conducted by the Office of the Inspector General of USPS (an independent agency within the postal service) and Temple University that shows that physical ads elicit better brand recall and ad recognition.
Billboards too, reach a wide range of audiences just like print media, but they are unique in that they can also reach audiences you never knew existed. Imagine the number of people who enter and leave major cities each day for work. Placing your advertisement on a billboard at the entry point to these cities will certainly increase your brand’s exposure amongst a larger demographic.
The hard facts
Advertising industry experts say that hard-copy marketing materials are easier to process, as it does not overload the senses as digital tools do, and still manage to convey messages succinctly.
Visuals are better, you say? Perhaps. I would personally prefer a short television advertisement over a 4-minute YouTube video any day; and yes, I am a millennial. However, this has nothing to do with my age. Many people I know (who are much younger than me) who are busy individuals, would rather consume their information in snappy, bitesize chunks.
To corroborate this fact, Oberlo says that traditional marketing brought in the bulk share of advertising revenue in 2021, which was 56%.
This tells us that traditional forms of advertising are far from dead.
The here and now
It just makes sense to refrain from completely writing off traditional advertising in favour of digital methods. Some audiences, particularly those belonging to older generations, can still be averse to digital media and are less tech-savvy. This does not make them less intelligent; it just shows that they seek their information through different channels.
Therefore, the best measure to employ is to use a mix of traditional and digital marketing tools that will bring in better Returns on Investments. A further benefit of this is that you can also make the most of your marketing budget, by diversifying your channels and casting a wider audience net.
And well, there is indeed truth in that well-versed adage, ‘Old is gold.’
(Anouk De Silva)