The article explains two different types of marketing. One is the traditional way of marketing products and services to customers, and the other is the non-traditional way. Traditional ways of marketing include the use of media such as television, radio, billboards, magazines, and other media to reach customers. Traditional marketing tends to be more appealing and attractive than non-traditional ways of marketing. Life span can easily be captured in the case of traditional marketing. For instance, magazines have the longest life span. It reaches from one person to another. In the same way, newspapers have a short life span yet present appealing messages to customers.
Non-traditional ways of marketing include event marketing, cause marketing, person marketing, and place and organizational marketing. Digital marketing has also become a part of non-traditional ways of marketing products and services to customers. Digital marketing has also opened a new window of opportunities for non-traditional methods of marketing. Marketers cannot only market their products online but also tag customers’ browsing history, such as how much time is spent viewing a particular ad or how frequently bit is viewed. Tracking browsing history helps marketers to carry out personalized marketing efforts. One challenge that marketers have to meet is to penetrate the marketing activities and make them appealing through the noise. There is a lot of content on the social media. It is difficult for marketers to build credibility and trust with customers.
The article carries out a research study to find out which form of marketing can be much more effective e, either traditional or non-traditional method of marketing. The results of the study confirmed that marketers must select the method based on the nature of the product and target market. Due to rising challenges in non-traditional marketing, marketers are returning back to traditional ways of marketing (Geraghty, 2016).
References
Geraghty, G. a. (2016). The Study of Traditional and Non-Traditional Marketing Communications: Target Marketing in the Events Sector. 12th Annual Tourism and Hospitality Research in Ireland Conference, (pp. 1-26).
