Marketing techniques such as: email blasts, telemarketing, direct mail, TV, radio etc... Are all good examples of traditional marketing strategies, but the emergence of the online marketplace has completely changed the rules for marketing as we know it. For example when was the last time you talked to a telemarketer? This is largely because of the new technology in place that allows consumers to easily avoid these calls. It is not unheard of for good telemarketers to go an entire day without getting a single lead.
TV advertisements are another good example of dying traditional media sources. Now more consumers than ever are demanding a more mobile and on-demand entertainment channel and TV advertisements are skipped over more frequently than ever. Consumer behaviors are different now with the web, we must all look more to search engines, blogs, and social media to influence consumer purchases.
Here is an example of how consumers are making decisions now. Before going out with friends for dinner the new consumer will start with a Google search for local restaurants. He/She makes a decision based largely on food type and reviews/past experiences then he/she easily uses the listed number to call in table reservations. New marketing techniques are making consumers even easier to reach by using personal computer devices to store the consumers past preferences and purchasing habits. Over time these preferences can build an individualized experience unique to each user. Focusing advertisements strategically by location and personal interests on an international scale is impossible to achieve with traditional media channels.Traditional media still has its place in today’s marketplace but has consistently declined in effectiveness for the past 10 years.
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