Marketing: Digital, Traditional
or Both?
Author: Bart
Permalink| 2 Comments »
07 Mar 07
Mixed-Up Media
Newspaper and magazine subscriptions are down; radio markets are splintered by satellite radio, mp3 players and iTunes; television is diluted by its many factions.
Consumers in certain demographics are leaving traditional media in droves. Some, like those from Generation Me (born after 1970), never embraced it to begin with.
Marketing today is in a transitional time where businesses often need to create different campaigns or adapt existing ones to target multiple audiences who prefer to be communicated with in very different manners.
Targeted and Integrated
To reach GenMe individuals, your integrated marketing campaign should be a mix of digital (website, email newsletter, blog) and non-traditional marketing that uses existing social networks (viral, guerrilla, YouTube, etc.) to create publicity and word of mouth (WOM) buzz about your product or service, and ultimately demand for it.
However, the rest of your target market may still respond only to traditional print and broadcast communications.
With proper planning, strategic thinking, and creative execution, brand messages and benefits can be delivered successfully to all segments.
Image source: Gabriel Passarelli
October 4th, 2007 at 7:20 pm
I believe a mix of the two (digital and traditional) is required. But before you know where to put most your “eggs” you have to identify who are your potential customers (customer segmentation).
If your customers are mostly elderly people then you should not invest so much on digital marketing.
If your customers are mostly teenagers then you have to enter the “coolest” social networks and spread the word there. Placing an advertisement in the local newspaper might be a waste of effort in this situation.
December 12th, 2010 at 12:51 pm
consumer electronics these days are mostly composed of gadgets that are more into phones and internet connection `*.