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Is marketing dead?

Is marketing dead? Marketing has always been the key to the success of businesses. It allows you to have visibility and communicate with current or future consumers. Without it, your business is doomed to failure.

Marketing is the set of techniques for implementing your business strategy. When you hear marketing, many people think of newspapers and billboards. This is true, but marketing is constantly evolving, especially in recent years with new technologies.

What is traditional marketing?

It is about communication that can be done without the need for the internet. The internet is well and truly on its way out. We have all noticed changes in our daily life. Nowadays, we don’t go door to door to sell our products, we receive far fewer magazines in our mailboxes, and we don’t see as many ads in the newspapers.

picture of magazines to ilustrate traditional marketing

Why is traditional marketing endangered?

Several hypotheses have been put forward. 

  1. Marketing is no longer necessary in the consumer’s buying decision path. They now make their purchasing decisions by other means, often using internet research and other consumers’ opinions. 
  2. CEOs have lost their patience with marketing. According to a study, 73% of CEOs of large companies do not believe marketing is essential in selling their products or services. But keep in mind that this does not apply directly to small businesses!
  3. Consumers look for valuable content, which means finding what they want at the right time. 
  4. Our view of marketing is too narrow. These days, we have new possibilities for making marketing content, and we should explore and use them to the maximum. However, many companies do not embrace change and fear the unknown.
  5. Don’t “sell” using marketing. You should continually “educate” using marketing. Companies spend too much time trying to convince people that their quality of life will be improved through their products and services. Right now, they get that through traditional sources.
  6. Finally, following the development of social networks, traditional marketing has had difficulty finding its place. Indeed, there is a big gap between the logic of traditional marketing and the world of social networks.

Traditional marketing has given way to a new one: digital marketing.

Digital marketing was born following the appearance of the internet. Indeed, it is the new communication thanks to the internet and notably through social networks, e-mailing, PPC, etc.

Its main difference from traditional marketing is that digital marketing reaches the public via smartphones, computers, tablets, and various screens.

And its most significant advantage is that with just one click, the consumer can have all the information they want with them all the time.

Moreover, it reaches more people and increases interaction with new potential customers. Because now, most people use their smartphones and computers daily for work, communication, shopping, etc. These new technologies are part of our daily life.

Is digital marketing the answer to the constant changes brought about by technological developments?

Digital marketing doesn’t only have good sides. In fact, you and I already encounter disadvantages like spammy e-mails and popups, clickbait, being redirected all over the internet, being told what to think and what to buy, etc. Also, if implemented incorrectly, it costs more than it should and may not deliver the results your business needs.

Can a company rely solely on traditional marketing?

Of course, you know it’s still there. You still get mail, see posters in the streets, watch TV ads, etc. And it’s not about to disappear! Indeed, it is an essential part of our daily life. It has the advantage of directly addressing a targeted group of people and maintaining customer relations and a climate of trust.

Moreover, we know that only 41% of people over 65 use the internet daily, and they still prefer to buy their product or service from someone they can talk to and trust. 

This is why we cannot do without traditional marketing. It still has a vital role to play in many marketing strategies.

However, it only needs to be improved! 

It is increasingly found in tandem with digital marketing campaigns. Indeed, we can notice changes in our daily life, like digital posters on bus stops, which is an excellent example of the mix between traditional and digital marketing.

The different possibilities of solutions for effective marketing:

There is much speculation about how we can change, improve, and adapt traditional marketing to our new daily lives.

  1. Restoring community marketing means asking for a customer, you know, and trusting some advice about his own experience with a product or service. Therefore, companies should try to replicate this model as much as possible. 
  2. Find your customer influencer. It’s someone who has considerable web followers and uses your product or service. If this person promotes it, it can only be good for you. You should help them build social capital so that they can build networks, increase their reputation, and get access to new knowledge.
  3. Get your customer advocates involved in the solution you provide because, as we said earlier, people tend to listen mostly to other customers they know and trust (lead generation
  4. Use affiliate marketing, which is when other people market our product

In conclusion: Is marketing dead?

Nowadays, digital marketing is becoming increasingly important and could lead to the death of traditional marketing. But on the contrary, marketing is not dead. It’s more alive than ever. 

However, we still need traditional marketing, but we need to improve it to fit the logic of social networks and our new daily life with the internet.

Indeed, your company needs to be supported by a quality marketing team. It must make your marketing campaign multi-faceted and effective to find its place in the market.

As technology improves, everything we know about marketing will have to be rethought in the next few years. 

However, this is an opportunity for marketers to develop new channels, methods, and tools to reach consumers.

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