Traditional Marketing
It is easy for people involved in Relationship Marketing and Social Media to be very negative about Traditional Marketing. But Traditional Marketing is still a big player and necessary for traditional businesses.
The purpose of traditional marketing is to reach a broad market with commonly used products. Television advertising seems to be dominated by Insurance, Cell Phones, and Fast Food. Everyone uses these items.
Traditional advertising also includes newspaper advertising, direct mail, emailing, and cold calling.
Traditional advertising loses its impact when trying to reach markets without knowing whether the targets are in need of the Sellers products or services. This is where it loses efficiency to Relationship Marketing.
Many industries like insurance and point of sale machines send commission sales people into the field for intrusion marketing. They suspect the targets use the services, but do not know if they are ready to switch. This invasive process not only irritates the Buyers, it wears out the salespeople.
If you are purchasing advertising to do the same, it has become extremely ineffective because of a low return. Notice how newspapers are disappearing, Tivo machines have come into play, people can delete and unsubscribe from emails, and you have to have permission to participate in some Social Media.
The proliferation of products, services, media, devices and the long tail are leading to the demise of Traditional Marketing. Now people do not want to be massively targeted. They want specific messages for their interests. Therefore, they sign up for their own information to be delivered by trusted sources. Anything else becomes an intrusion.
Information is easily accessed on the internet from any number of devices. Most executives and consumers want to interact at the time of their own choosing. This usually follows research and comparison of several possible providers. Then they start selecting the ones they trust and who seem to be most in alignment with their own objectives.
