Traditional marketing encompasses several different mediums. All of these mediums essentially existed and were the chosen method for companies to reach their target markets, and those target markets to be exposed to advertising prior to the invention and rise of the internet.
Traditional marketing can be broken down into five main categories:
Direct Mail Marketing
The advertisement and product placement in magazines, newspapers, and other printed publications. According to the American Magazine Association, magazines and newspapers have the highest ROI at 125% compared to other traditional mediums.
The spoken advertisements on radio, podcasts, and commercials on TV. When streaming services first hit the scene, many industry experts worried that broadcast marketing would be rendered ineffective. However, according to IBISWorld Reports, broadcasters have adjusted well to the digital age, and the industry revenues have grown by 3.6% in the last five years.
Direct Mail Marketing
Using snail mail is especially effective in communities and to reach target demographics that are accustomed to direct print marketing. If your target consumer is older and perhaps doesn’t spend as much time on the internet as younger generations, this marketing avenue makes sense. In fact, Alliance Business Services found 56% of customers perceived this form of marketing as the most trustworthy amongst other avenues.
This includes telemarketing with phone calls or text messages. According to statistics, telemarketing calls are the least popular method of marketing. In just one year, the Federal Trade Commission receives close to 18,000 complaints about telemarketers. Telemarketers make about 148 million junk calls a day according to Private Citizen. It’s also dangerous- the National Fraud Information Center says Americans lose $40 billion a year to fraud calls, diminishing trust and reception for the industry overall.
This type of advertising typically includes billboards, posters, and fliers. The outdoor advertising industry is one of the oldest forms of traditional marketing and is still one of the most effective. This is because commuting creates captive audiences all over the globe that spend hours in traffic or on the road for various purposes. According to Fit Small Business, 7 out of 10 consumers make buying decisions when they are commuting, and 30% of drivers visited a business after being prompted by a billboard.