Traditional marketing isn’t dead. Far from it, in fact.
While the industry is making strides toward embracing digital, traditional marketing is still alive and well.
Businesses are still using the tried-and-true tactics of traditional marketing because they’re effective. Although new technologies have come into play, some classical forms of advertising won’t just lose their appeal.
They’ll keep their popularity and value for many years to come.
What makes traditional marketing such a strong contender? Put simply, it works — and here’s the proof:
One of the biggest reasons businesses continue to rely on traditional marketing is because it’s affordable. While some platforms may provide more exposure at a higher cost, many forms of traditional marketing won’t break your budget.
Traditional marketing is a strategy that can be tweaked to fit just about any business. It’s flexible enough to accommodate different messaging, target audiences, and even timeframes.
Some forms of traditional marketing (like print and radio ads) aren’t going anywhere anytime soon. Even though new technologies have popped up since their inception, they’re here to stay partly because society (sort of) relies on them.
It can help shape your brand identity
With traditional marketing, you can create a clear image of what your company represents. Being able to craft this image requires more than just words—it also means presenting your brand with consistent imagery and colors that are reflective of your mission and values.
It gets results
Traditional marketing has staying power because it works. It’s proven to be an effective direct-marketing tactic, so don’t count it out just yet. Whether you’re using radio ads or billboards, your potential audience is bound to see them over time and remember them too.
It may take a hefty investment to create a TV commercial, but once it’s out there, that ad is going to be seen by everyone who tunes into the channel. Traditional marketing makes scaling your business easy because it’s accessible and can cover a large physical range.
It builds trust
Time and time again, traditional marketing is the go-to tactic for building customer relationships. Whether you’re using print ads or billboards, people respond to them because they establish a sense of familiarity and credibility—two factors integral to building strong customer relationships.
Traditional Marketing Statistics to Note in 2022
Although the digital market share has eaten up a large portion of advertising revenue, traditional marketing still commands the biggest share.
According to Oberlo, traditional marketing still accounts for the lion’s share of advertising revenue—about 56% in 2021. While digital has grown exponentially since its infancy in the early 2000s, it hasn’t managed to pass up traditional forms of advertising just yet.
Let’s look at what statistics have to say about this:
- TVs still rule the roost. In 2021, TV still reigns supreme as one of the leading advertising platforms—ranking first overall. They account for more than 30% of the total ad spend globally (source Marketingedge)
- Traditional Out-of-Home advertising is projected to hit $10.74 billion by the end of 2021 (Statista, 2021).
- The growth rate for magazine ad spends fell by 5% in 2021 (Statista, 2021)
- 71% of people say they’ve been consciously engaged by billboards (source: Harleydream)
- Radio delivers a 12: 1 Return on Investment (source: Adweek)
- Radio as spend is expected to hit $18 billion by the end of 2022 (source: Statista)
7 Examples of Big Brands Still Using Traditional Marketing Strategies
Here are a few real-time examples of brands still profiting from traditional marketing:
Toyota Motor Corp is a prime example of a brand that has continued to use traditional advertising tactics with great results. Not only does the company continue to deliver TV commercials, but they’ve also taken their marketing efforts outdoors by sponsoring billboards and running print ads in magazines.
KFC is another brand that has embraced the power of TV commercials to drive sales—they continue to deliver ads on both local and national channels. The restaurant chain also keeps its branding fresh by sponsoring billboards, print ads, and digital banners.
Coca-Cola has made use of traditional advertising formats throughout its hundred-plus-year history. By running print ads in magazines and newspapers, sponsoring billboards, and promoting their products on TV shows, they’ve built a strong name for themselves across the world.
The Cadbury logo is almost iconic—the image is so familiar to people that it’s become synonymous with chocolate. They continue to use traditional marketing tactics to build their reputation, such as sponsoring billboards and print ads in magazines.
Like KFC, Listerine runs local and national TV commercials that promote their mouthwash brands—Spearmint, Total Care, and Listerine Daily Clean. They also run print ads in magazines and newspapers.
Nike is one of the most recognizable athletic brands globally—thanks, in part, to their consistent use of traditional marketing tactics. They’ve successfully tapped into the traditional advertising media for decades, from running local and national TV commercials to promoting their products on billboards and sponsoring radio ads.
Whether you’re visiting a McDonald’s in Amsterdam or Amarillo, Texas, you can expect to see the same golden arches. And one of the reasons for this consistency is that they’ve successfully tapped into traditional marketing opportunities— TV commercials and print ads, primarily.
Types of Traditional Marketing Methods Used by Big Brands in 2022
The following are just a few of the traditional marketing methods used by big brands in 2022:
- TV commercials: TV commercials are one of the main driving forces behind traditional marketing tactics.
- Print ads: A print ad is a type of advertising that uses text, graphics, or both to promote a business idea.
- Billboards: A billboard is a large outdoor advertising structure, typically found in high traffic areas alongside busy roads. The average billboard advertisement reaches about 500 people per hour.
- Newspapers: A newspaper is a daily publication containing news, editorials, and advertising.
- Radio ads: A radio ad is a form of advertising which uses radio broadcasts to target consumers.
- Movies: A movie is the most expensive ad, charged per second, but it also has an enormous return on investment (ROI).
- Sponsoring: A sponsorship is a form of advertising in which a company pays an event organizer or media outlet to associate their brand message with the event.
- Product Placement: Product placement is a marketing tactic that involves placing branded goods and services into film, television, and video games.
- Direct Mail: Direct mail sends an unsolicited commercial message (may also include e-mail), typically addressed to a mass audience.
- Digital Out of Home: Digital out of home is a form of electronic advertising involving digital screens for advertisements outside relevant venues such as at bus stops or similar sites or in other public places.
- Pedestrian Marketing: A form of guerrilla marketing, pedestrian marketing involves using media to advertise a product or service through means that attract attention at the point of purchase. Usually, it involves distributing items such as leaflets and stickers on busy sidewalks.
Predicting Where Traditional Marketing Will Go in 2022
Based on the success of traditional marketing across the world, it’s fair to say that many companies will continue with their ongoing campaigns. Technology may be used in some new ways for advertising—and there are bound to be new forms of traditional media emerging as the year goes by.
Companies Will Broadcast TV Commercials Online
This prediction may sound strange, but in 2022, advertisers may use the power of the internet to distribute TV commercials —through YouTube and other video-sharing apps.
TV Commercials will Become More Personalized for each Consumer
The advent of targeted marketing has revolutionized the way companies view consumers. In 2022, it’s possible companies will know even more about their target audience and use this knowledge to make TV commercials more relevant and impactful for each consumer.
Digital Screens will Replace Billboards
In 2022, companies will stop printing billboard ads and switch to placing ads on electronic billboards instead.
Billboards will be Used to Deliver Targeted Ads
Rather than having billboards display generic advertisements, companies will use the static nature of billboards to target consumers with relevant information. They’ll do this by using different messages on each billboard or changing them based on the time of day and location.
New Types of Media Platforms will Emerge
In 2022, companies may discover new forms of media to advertise on –like holograms or other virtual reality platforms.
TV Commercials will Become More Interactive
In 2022, companies will try to create a two-way conversation with their target audience by making TV commercials interactive. For example, a consumer may be able to text or call a number on the commercial and receive special deals or discounts as a result.
Billboards will Deliver Deals to Consumers Based on Their Location
By 2022, companies will find ways to use billboards to deliver deals or discounts directly to consumers based on their location. For example, a consumer in the East Village may see an advertisement for a nearby coffee shop with a special deal if they walk by before 10 am.
The Pros and Cons of Traditional Marketing
Traditional Marketing is Often very Targeted
Conventional advertising is still one of the most effective ways to deliver content directly to an audience. Companies can precisely target their message, be it by a billboard, flyer, or direct mail.
It’s Familiar and Established
Traditionally media have been around for many decades, and consumers are often familiar with them. Companies may find it easier to get started with traditional advertising because they know their target audience is familiar with these marketing campaigns.
Can Be Distributed Anywhere
Printed materials, such as magazines and newspapers, can be distributed anywhere. They can be distributed in the doctor’s office, on the train, at a restaurant, or by the roadside.
It’s Flexible and Easy to Implement
Traditional media campaigns are quick and easy to implement. If a company wants to increase its presence in a particular area, all they have to do is print out some fliers and start distributing them. Companies don’t have to wait to develop a new app or website to get an advertising campaign started.
Perceived as More Credible by Consumers
Traditional marketing is more likely to be perceived as credible by consumers. In fact, some consumers believe TV commercials are the most trustworthy form of advertising today.
Works Across Channels
You can use traditional marketing across different channels. For example, you could make a radio commercial and then turn it into a YouTube video.
People may be more likely to pay attention if they’re reading your advertisement in a magazine or newspaper rather than on their smartphones.
Developing Digital Literacy May Weaken Its Effectiveness
The internet and social media have created a generation of consumers who are more likely to believe in online sources than traditional marketing. That means that if consumers search the internet about your brand, they’re more likely to trust an online source than your print advertisement.
It’s Not Targeted Towards the Right Consumers
Traditional marketing is often one-size-fits-all. A billboard may not be relevant to a consumer who walks by it, and a newspaper ad can reach anyone from children to the elderly.
It’s Monitored Less Effectively than Digital Methods
In 2022, traditional media will likely be less monitored and tracked than digital media. For example, if I see an ad for a restaurant on my morning commute and decide to go there for dinner that night, the restaurant owner will not be notified of my visit.
Costly and Time-Consuming
Printing materials such as flyers, pamphlets, and magazines can be costly. Additionally, companies must print them in bulk to distribute them all over their target area, which means they also take up time and require a lot of workforce.
Is Traditional Marketing Bound to Disappear with Time?
There’s no doubt that traditional marketing has been going through a major transition, and its influence will likely continue to change over the next ten years. Studies show that consumers are becoming increasingly less willing to pay attention or trust traditional advertisements.
However, despite the increased availability of digital advertising options, many companies continue to invest in them. It’s clear that, even in 2022, traditional media will continue to be an integral part of some marketing campaigns.
How to Effectively Incorporate Traditional Marketing into Your Digital Strategy
The reality is that marketers are still using traditional marketing techniques to promote their products and services. For example, some restaurants have flyers printed for customers to take home with them, while others have billboards on the road for people to view during their morning commutes.
If you want to incorporate traditional marketing into your digital strategy successfully, you should consider doing the following:
i. Have a Strategic Vision
Don’t rush into doing anything. Instead, take a step back and plan everything. Focus on creating an integrated marketing plan that balances traditional and digital media. Decide on how you want to position your company in the market based on your unique value proposition (USP) and communication goals.
You can start by asking yourself, “how well does traditional marketing meet my needs?” Then, you can move on to asking yourself, “how well does digital marketing meet my needs?” You may find that your USP is most effective when paired with a specific type of media.
ii. Create Personas (for Both Traditional and Digital Marketing)
Once you have your marketing strategy in place, it’s time to create personas for both traditional and digital media.
A persona represents your ideal client or customer based on their demographics, psychographics, behavior patterns, interests, education level, etc. They are the people who are most likely to buy from you.
For example, a persona for a 30-something female might be a coffee shop worker who is looking for a new brand of coffee to try. She is likely to have an average income and is slightly more traditional in her media preferences.
iii. Use CRM Software
Marketing automation platforms can help you track your customers, so you don’t have to do everything manually. That is especially crucial for tracking where your customers came from and what digital media attracted their attention the most.
Consider using software such as Datorama, which allows you to view all the campaign data in one place. This tool also allows marketers to manage customer accounts by grouping them, running reports on those account segments, and using that information to manage campaigns.
iv. Reach Out to Influencers
Influencer marketing is increasing in popularity, and it’s highly improbable that this trend will become obsolete anytime soon. If you want your campaign to be successful, choose the right influencer for your product or service. Choose well-established individuals within their niche market with a good track record of providing honest reviews.
Choose influencers that your ideal customers are likely to follow and respect. For example, if you’re selling coffee machines, you could contact an influential barista known as the “Coffee Queen.”
v. Consider Public Relations
One way to promote your business is through public relations (PR). That involves pitching stories about your company to the media in hopes that they’ll be picked up. You can create unique content, such as blog posts or infographics, then send it to journalists who might find it interesting enough to initiate a story.
vi. Hire a PR Agency
If you don’t have the funds to invest in PR, hiring a public relations agency could be helpful. Keep in mind that these agencies usually charge by the hour or day, not by project. It also helps to take note of the agencies’ size and clientele before you can go ahead and hire one.
viii. Embrace Event Marketing
In addition to traditional marketing, it’s worth considering event marketing as a way to promote your business. You can start with social media events that allow your customers to engage in a more intimate setting. Or, you could attend local events where potential clients and customers are likely to be present.
viii. Monitor Your Traditional Campaigns
Once you’ve created your marketing strategy and rolled out your campaigns, the next thing you want to do is go ahead and monitor their performance. If one campaign doesn’t bring in the desired results, then try something different. You might need to tweak certain aspects of that campaign or end it altogether if it isn’t doing well enough.
ix. Don’t Discount Traditional Media
Even though some media are on the decline, traditional marketing strategies will likely remain effective for the foreseeable future. Bear in mind that different customers respond to different types of campaigns. If you want your business to thrive, it’s important to be flexible and adaptive as new trends emerge.
x. Expand Your Marketing Team
To be successful, your marketing department should have a wide range of skills. For instance, you might need someone to write content, create infographics, or monitor your paid campaigns. As you grow your business into the future, consider hiring experts in various fields to expand on your traditional marketing strategy.
xi. Test & Iterate
Consider testing your traditional marketing strategies before investing a lot of time and money into them. You can do this by setting up a simple website where visitors can leave their feedback. This way, you’ll know which campaigns are worth promoting and which ones aren’t as effective.
x. Don’t Forget the Basics
Don’t forget the basics of traditional marketing when you formulate your campaigns. For example, stick to one message and avoid using too many sales pitches. Be sure to include a call-to-action on each of your advertising materials. Last but not least, be creative when you’re writing content for your campaigns.
A Comprehensive List of Traditional Marketing Media
How to Take Advantage of this Media
It turns out people are now watching a lot more TV than they previously did. A recent study conducted by Nielsen found that American adults spend nearly five hours watching TV every day. Besides promoting products and services on TV, you can also advertise through television programs or shows.
Our preferences are constantly changing, but radio is still one of the most popular media. For instance, it’s estimated that 83% of adults listen to the radio at least once a week.
3. Outdoor Advertising:
Outdoor advertising is yet another traditional marketing tactic that’s still highly effective for promoting businesses and products. It isn’t cheap to print ads on billboards, but you can potentially reach many consumers if your campaign is successful.
4. Print Ads:
Print ads are still popular among various demographics, including millennials and Baby Boomers. In fact, it’s estimated that 48% of the population gets their news from print sources every day. Be mindful of the needs of your target demographic when creating print ads for maximum results.
5. Event Sponsorship:
You can advertise your business with product placement or pay for event sponsorship. For instance, you could sponsor a local event or even host your own video game marathon to promote your brand.
Business signage is still very relevant today, and it can be highly beneficial if you use the right signage. You should carefully consider how to format your sign before putting it up somewhere. According to a study conducted by Kinesis, 80% of people would like their local business district to provide wayfinding signs that indicate where various businesses are located.
7. Co-operative Advertising:
In addition to traditional marketing, you can join forces with other businesses to help promote each other’s products. For example, if your company sells beauty products, you might consider joining a cooperative advertising program with a local spa or salon. In fact, co-operative advertising is increasing in popularity as more and more companies take advantage of this opportunity.
If you want to get your name out there, consider using the press to promote your business. According to a study conducted by Burson Marsteller, 95% of people surveyed say they trust earned media — or public relations efforts — more than any other form of advertising.
9. Public Relations Plan:
In addition to partnering with other businesses and using the press, you can also invest in a public relations plan. For example, PR Newswire’s State of the Media Democracy Survey revealed that approximately 24% of consumers trust newspaper articles about products more than any other form of advertising.
10. Other Methods:
If you really want to promote your business, then the last thing you should do is put all of your eggs in one basket. Instead, consider testing out other forms of marketing as well.