They say that what goes around comes around. And in a world that is becoming increasingly digitalised, could we be seeing the return of traditional marketing methods? It may sound like a crazy idea, but data suggests that more brands are embracing what many others would see as old-fashioned or outdated solutions. Here’s why traditional marketing has undergone a sudden resurgence.
When Everyone Goes Left, Go Right
When it comes to marketing, the aim of the game is standing out. While some would argue that trends are there to be followed, others would argue that the most original marketing strategy is the one that no other brand is implementing.
Given the popularity of digital marketing, traditional methods offer an opportunity to stand out from the crowd, offering an element of unexpectedness in a world where more and more material exists in a digital form.
The Saturation of Digital Marketing
Following on from the previous point, there are so many brands competing in the digital landscape that it’s becoming increasingly difficult for your brand and messages to be heard. Not to mention the diminishing return on investment as the space becomes more and more crowded.
The playground of traditional marketing is far more sparse, although you can expect this to change in the coming years. Those who are first to take advantage of the return of traditional can experience benefits such as less competition, lower prices, and greater opportunities for profits.
Growing Privacy Concerns
In terms of digital trust, we appear to have come full circle. Security was the initial barrier to digital platforms, but data breaches and security hacks in recent times have made many customers sceptical of the digital world once again.
This could make it the perfect time to switch back to traditional marketing methods. As more users become worried about cookies and tracking, physical channels offer a more trustworthy way to do business that doesn’t require customers to hand over details.
Blending Traditional and Digital
Technological advancements in the digital world have also benefitted traditional marketing methods, which makes them more appealing to brands today. Technology like augmented reality allows offline methods to feel fresh, current and innovative, allowing physical marketing to be the more original option in many cases.
The promotion of Taylor Swift’s recent album is a great example. Supersize QR codes were placed in physical locations, which dropped teasers when scanned with a smartphone. This is a great example of how online buzz can be generated from the offline world.
Final Thoughts
Traditional marketing is certainly making a return, but this doesn’t mean it’s time to ditch digital. Before you put all your budget back into traditional methods, consider how the two areas can work together. It might be worth reaching out to a content marketing agency that will be able to create a tailored strategy that combines the best of both worlds. Also, consider that there is no one-size-fits-all solution in marketing, whether physical or digital. The key lies in finding a strategy that works for you, your business and, most importantly, your audience.
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Really enjoyed reading this piece on the resurgence of traditional marketing! It’s a refreshing reminder that sometimes, the old-school methods still pack a punch.