LESSON 2 - Learning Review

1. Compare and contrast traditional approach and contemporary approach

There are two types of marketing approach: traditional and contemporary. These
approaches pursue promotion and aim to attract and retain customers. Both marketing
strategies introduce product/service to the target and potential customers. As though they
are both related to marketing, they are majorly different on how it is acted upon. Traditional
marketing is an “old” and “outdated” promoting approach but is still used up to this day.
While contemporary is considered the “new” and “modernized” marketing strategy which
is much more engaging to today’s customers. Generally, traditional approach mainly
focuses on sales and profit alone. The examples of a traditional approach are print media
(newspaper, magazine ads, newsletters, brochures, and other printed materials), broadcast
media (such as TV and radio ads), direct mail (including fliers, postcards, and catalogs),
and telemarketing. On the other hand, contemporary marketing focuses on engagements
and opinions of the people online to define whether or not the strategy is good and
beneficial. The examples of this are generally digitalized which includes websites, social
networking sites, content marketing, and banner ads.

2. In your opinion, which marketing approach is better between traditional and

contemporary approach?
In today’s generation wherein people are technologically interested and socially active, it
is safe to say that the contemporary approach is much more adapted and accepted by society
and is much more beneficial for businesses. It is undeniable that us being called the
“modernized generation” could simply explain as to why the digitalized marketing
approach is considered by all businesses today. As we are in the midst of a pandemic, all
of us became more socially active online because that is the only way to connect with other
people while staying at home. The contemporary approach definitely evolved as we
improve and learn the techniques for better engagements online. Many businesses have
boomed during this time as people are constantly on watch to the latest products and
services, they can avail online making it for the businesses to gain sales and customers. I
must say, good digital marketing today can lead to greater opportunities for tomorrow.