Bill Lee of the Harvard Business Review writes the following:
“Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.”
Lee supports his claim by stating that buyers are no longer paying attention to traditional forms of marketing — and for this, I agree with him. Traditional marketing — via television, radio, out-of-home, print, and even web-based ads (that push marketing messages out to consumers) just aren’t reaching people in the same ways that they used to. For the most part, people have simply learned how to tune out these once-pervasive messages.
So what works now? Enter digital marketing.
These days, people tend to associate digital marketing with social media, but there’s more to it than that. Content strategy, inbound marketing, landing pages, analytics, engagement, and email marketing are all disciplines of digital marketing. The advantage here is engagement, and reaching people on a one-to-one personal level.
In general, engaging consumers via social media and keeping that relationship going will create loyal customers (influencers) who will act as advocates for your brand. In turn, brands can give these influencers early access to new products, information, discounts, or preferred-customer status. These influencers tend to recruit their peers to become engaged with the brand, and the process (if monitored and executed properly) will replicate itself.
So is traditional marketing dead? Not quite. Marketers have simply found a better way to engage consumers through digital channels. Traditional marketing is still very useful in reaching people on a large scale and in keeping awareness levels up. When it comes down to where the rubber meets the road — the sale — this relationship-based, peer-influenced, community-oriented marketing is now what’s driving sales (and sustained growth).Tags: business, digital marketing, marketing, picture, social media, work