Marketing in the Modern Age | Poppy Sello

We have witnessed the emergence of marketing strategies like influencer marketing, social media marketing, and others as a result of the growth of the internet. The effectiveness of traditional marketing techniques could be questioned. Customer behaviour and purchasing habits have evolved as more individuals spend time and money on digital platforms. One might believe that "old-school" marketing is no longer effective in light of these changes and that digital marketing tactics have taken its place.

The field of marketing is one that is constantly evolving, and changing along with the global and consumer trends. And while the marketing landscape might shift, the fundamental ideas of traditional marketing are still very much relevant in the current digital era.

Digital marketing is facilitated online through organic or paid advertisements, and its most popular strategies include videos, emails, and influencers. Traditional marketing is an approach where brands interact with people through print ads, TV and radio commercials, billboards, and face-to-face interactions to get their message across.

Can traditional marketing strategies endure in the modern era of technology? The truth is you won't achieve much if you only use digital or only use traditional techniques. It's critical to remember that consumer behaviour, trends, and preferences vary. Multiple target audiences can hear your message by using online as well as offline methods. Your adverts can be seen online by the younger, more technologically savvy population and you simultaneously spread your message to older, traditional, and offline consumers.

For this reason, brands continue to use billboards, radio commercials, and newspaper ads, and still maintain a strong digital presence. Mobile Network Operators (MNOs) are an excellent example; their market consists of consumers from the age of 16 and older. This is a result of their extensive range of products.

Because of this, Mascom, BTC, and Orange can be seen everywhere, including on billboards, street poles, social media, newspapers, and radio. They also continue to engage in experiential marketing, such as sponsorships and events. Their marketing departments are aware of the value of communicating using both traditional and digital methods.

Global companies such as Coca-Cola will forever advertise and take advantage of whatever marketing tactic is trending because they too understand the importance of maintaining a strong brand presence as the generations evolve. For a brand to stand out and get the desired attention, it needs to be more creative in how it implements traditional marketing methods.

Guerrilla advertising tactics are used in this instance. Billboards, radio ads, and printed materials shouldn't be unappealing. So, marketers ought to develop catchy copy and effective content marketing campaigns that not only inform or educate consumers but also pique their interest.

The South African-based insurance company Pineapple began a viral billboard campaign in 2022. Their success wasn't a result of the products or services they provided but the creative use of content to grab their attention and spark consumer interest and engagement. They became well-known by ridiculing the constant barrage of insurance marketing communications that consumers encounter.

Therefore, traditional marketing strategies do require creativity in order to differentiate themselves from digital ones, but it would be beneficial for an organization to employ both ways in their marketing plan. In order to remain up and advance in the changing times, marketers must learn how to upskill and adapt traditional marketing knowledge for digital platforms.