In the modern business landscape, the promotion of diversity and inclusion has become increasingly prominent and crucial across various industries, including marketing. The notion of embracing diversity in marketing campaigns, ensuring inclusivity, and upholding accurate representation is of utmost importance. In this blog, we will delve into the reasons behind the significance of diversity and inclusion in marketing and introduce the IMM Institute, an institution dedicated to preparing marketers for success in this vital facet of their profession.
Traditional marketing mediums still have a key role to play
Traditional marketing is done offline and without any digital media sources. This form of marketing reaches an offline audience and is often seen as old school because of the evolution of the internet and digital marketing. But, traditional marketing still has a place because of its many advantages.
What is traditional marketing?
Any media that takes place offline is a form of traditional marketing. Examples of digital marketing are billboards, telemarketing, print ads, and TV ads.
- Billboards, often placed on the side of buildings or along busy roads, are seen by large audiences each day who are passing by. If the billboard is placed in the right spot, it can be seen by hundreds of thousands of people each day.
- Telemarketing is still a common practice in marketing. Telemarketing is when a salesperson calls a potential customer to try and sell a product or service. This may be invasive or annoying to some people, but it proves successful, depending on the product and buyer.
- Print ads are preferred by some people, and advertisers, who enjoy physically connecting with a brand or customer. Examples of print ads are catalogues, newspaper ads, and flyers.
- TV ads, as well as radio ads, have hundreds of thousands of people see and hear them each day.
The advantages of traditional marketing
Although digital marketing has taken over the mainstream, there is still a place for traditional marketing mediums. The advantages this type of marketing offers are:
- Traditional marketing is prominent. Digital marketing reaches wide audiences but can easily be skipped or moved on. Traditional marketing is different as it is often difficult to avoid a large building or ad on TV.
- Some customers have shown more trust in traditional marketing than digital marketing, and this has been because many traditional marketing methods require less from customers than digital methods. For example, a TV ad only requires you to watch it. Email marketing often requires the person to follow a link, which may seem like a scam to some.
- Traditional marketing does not target a specific target market but as many people as possible. Because of this, sometimes traditional marketing methods may reach more people than digital marketing methods.
Although traditional marketing has its advantages, it also has disadvantages.
The disadvantages of traditional marketing
Businesses should understand that traditional marketing has its downsides. Examples of these are:
- It is harder to track traditional marketing campaigns than digital ones. For example, digital marketing campaigns allow you to monitor them. Knowing the number of people that have seen a billboard, a newspaper ad, or a TV ad is difficult to track.
- It is difficult to market to a target market with traditional marketing. Digital marketing allows marketers to target an audience or niche community, while traditional marketing targets the general public.
- Traditional marketing methods are more expensive than digital marketing methods. Posting an ad online is much cheaper than printing newspaper ads or putting up a billboard.
Traditional marketing should be used with digital marketing methods
By using traditional and digital marketing methods, businesses can reach larger audiences. Digital marketing is more targeted and often works faster to achieve results than traditional marketing, but traditional marketing can reach wider audiences and make a brand more recognisable if the campaign has been successful.
The bottom line
Although traditional marketing has become less of a priority than digital marketing, traditional marketing still proves to be useful to many brands. If brands correctly integrate traditional marketing methods with their digital marketing methods, they would be able to reach larger audiences and increase their profits.
As consumer behaviour constantly changes with trends, marketers face the ongoing challenge of adapting their strategies and having to practice tailored marketing to resonate with different generations. Enter Generation Z, the cohort born roughly between the mid-1990s and early 2010s. As the torchbearers of the future, understanding the unique characteristics and preferences of Gen Z is paramount for businesses seeking to thrive in the coming years.
In an era where heightened attention to data privacy is prevalent among individuals and in the mainstream media, marketers are confronted with a pivotal moment. They are forced to reassess strategies and adjust to the changing regulatory landscape. The General Data Protection Regulation (GDPR) and other, similar data protection laws have enacted a change in how businesses gather, handle, and utilise personal data. Because of this, the marketing industry is experiencing a significant shift, placing a strong emphasis on transparency, accountability, and obtaining user consent.
As we are in the final month of 2023, it’s an excellent time to ponder what we’ve achieved over the past year and consider our goals for the upcoming year. The year 2024 holds the promise of fresh opportunities, personal development, and career growth. If you’re looking for strategies to position yourself for success in the coming year, one effective option is to explore the offerings of IMM Institute’s short courses.
Johannesburg 9 November 2023 | The IMM Institute South Africa (IMM) is pleased to announce the winners of this year’s IMM Marketing Excellence Awards. The winners
received their awards at a gala dinner held at The Venue in Melrose Arch last night, 8 Nov 2023 as part of the 2023 IMM Marketing Conference.
In the modern digital landscape, effective communication is imperative for businesses to flourish and connect with their target audience. WhatsApp, a widely used messaging platform, has recently introduced a revolutionary feature known as WhatsApp Channels. This innovation empowers businesses to thrive by effectively communicating with a broader audience, sharing vital information, and engaging with customers in a more personalised and efficient manner. In this blog, we'll delve into the concept of WhatsApp Channels, outline their advantages for businesses, and provide insights into leveraging this tool to elevate your communication strategies.