Traditional marketing involves traditional channels (billboards, printed media, and
Cetera).
Before the 1990s, when the internet was not developed, the leading marketing
channel was traditional marketing. However, digital marketing (websites, social
media) is becoming a more effective marketing communication tool.
The main distinction between digital and traditional marketing is how the audience
obtains a marketing message. Traditional marketing did not lose its actuality in
modern marketing approaches. It is still an effective tool for communicating an
organization's statements.
• Traditional marketing channels
I will discuss two types of traditional marketing channels.
Broadcast Marketing (Television and Radio Channels)
Media Marketing (Newspapers and Magazines)
Broadcast marketing allows companies to reach large audiences and enhance
brand awareness.
Broadcast marketing allows companies to reach large audiences and enhance
brand awareness.
Television and Radio advertisements effectively demonstrate the qualities and
features of the product or services that the organization attempts to show to its
potential customers.
Print media marketing maintains the advertisement of products and services in
newspapers, magazines, and publications.
It is a mass-marketing strategy considered a niche-marketing strategy that allows
reaching specific customer groups.
A group of potential customers for the organization is defined as a target audience.
These people have demographic parallels like age, location, or socioeconomic
status. It is essential to determine a target audience to design an effective
communication strategy. However, it is necessary not to focus on explicitly on a
target audience as other potential customers can be left out of scope.
Traditional marketing channels
Baby Boomers
(people born between
1946 and 1964)
Generation
X
(born
between
1965 and
1979)
Generation Y or
Millennials (born
between 1980 and
1999)
Generation Z (born
from the year 2000)
Broadcast
marketing
• most are
retired,
• TV and radio
consumption
is high.
• advertisement
on TV and
Radio is
highly
effective
most can
still be
reached
through TV
ads.
• most still
watch TV,
• less
traditional
cable, and
more prefer
video
streaming
services.
• not active
TV
consumers
• video
streaming
services.
Print
media
• heavy
consumer of
newspapers
and
magazines.
• appreciate
coupons,
different
deals, and
discounts.
most reads
newspapers
and
magazines
• most of
them do not
buy
newspapers
• prefer
reading
news online
• social media
users
• the primary
information
source is
online
• choose
video
games and
social
media
• Innovative Traditional Channel
I believe that it is necessary to consider traditional and digital marketing channels
together. We should never underestimate marketing opportunities like TV,
newspaper ads, people collecting coupons, and taking flyers in the street.
Ultimately, not everyone is present online, and traditional marketing channels
significantly influence the development of brand awareness.
• Milestone Two marketing ideas
The target audience of the Parkes will be generation Y, and generation Z.
Traditional marketing channels are not effective for them; therefore, the parks
should invest in digital marketing channels. It is essential to use SEO (search
engine optimization) and social media platforms, especially the company
should work with influencers who can promote our services to their followers.
Surveys can be the most effective way for consumer research; they can provide
information about the level of satisfaction of our customers. It will also reveal any
problems that the company has. Analysis of the surveys will allow the park to
choose the most effective marketing strategies for the reopening.
Reference:
Kasasa (2021) https://www.kasasa.com/exchange/articles/generations/gen-X-gen-Y-gen-Z
