TRADITIONAL APPROACHES IN MARKETING

What is traditional approach in marketing?

Traditional marketing refers to any type of marketing that isn’t online. This
means print, broadcast, direct mail, phone, and outdoor advertising
like billboards. From newspapers to radio, this method of marketing
helps reach targeted audiences.
Traditional marketing refers to any type of marketing that isn't online. This
means print, broadcast, direct mail, phone, and outdoor
advertising like billboards. From newspapers to radio, this method
of marketing helps reach targeted audiences
 Building a product that operates and fulfils customers’ demands
online. For example, a washing machine.
 Using a pricing strategy that’s not dependent on online
channels.
 Using offline channels of distribution to reach out to the
customers.
 Promoting the product using offline channels like TV, radio,
newspapers, etc.
What are the Features of Traditional Marketing?

Traditional marketing predominated until the 1990s when the internet began
to take off. It is still considered a viable method for marketing with a core
focus on the product offering. Here are the features of traditional marketing:

 Offline Channels: The traditional marketing mix involves

techniques, strategies, and tools that don’t involve digital
channels at all. The product, price, place, and promotion are
strategised and executed using offline channels.
 Less Segmentation: Traditional marketing delivers the
message to the masses. The traditional marketing strategies
can’t micro-segment the target audience based on of age, sex,
income, behaviour etc. 
 Strong Relationships: Traditional marketing channels help
create credibility and build relations among the parties through
physical contact, question answering, suggestions, etc.
Moreover, the local audience trust traditional marketing efforts
more than digital marketing efforts.
 Better value: Traditional marketing also involves physical touch
where the brand connects with the customers through
salespeople that lead to better value creation and more loyalty
on the part of the customers.
 More Credible: Since it’s an old form of marketing, customers
consider it more credible than digital marketing and often make
 important decisions after being triggered by traditional
marketing activities.
 Captures a Larger Audience: Traditional marketing strategies
ensure to reach a bigger group of people from various
categories. Because these marketing strategies are extremely
individualised, marketing media sources such as direct mailer
tactics provide excellent client engagements.
The Importance of Traditional Marketing

Traditional marketing is highly important even in the digital marketing age.

Although digital marketing has taken over the world, marketers cannot
completely neglect traditional media channels like TV, radio and newspapers
to promote their business. It is considered a vital part of the promotional
mix.

Today, there are still niches, places, locations, etc. where digital marketing
doesn’t work. For example, rural areas or places where the internet is rare. In
such cases, people are well aware of the traditional marketing techniques
that they have seen in their lives.

Moreover, traditional marketing often plays a very important role in

marketing to the local audiences as they are much more likely to trust
traditional methods than digital marketing.

Even pricey items and complex products require marketers to use traditional
marketing as it is more effective than digital marketing in most cases.

Traditional Marketing Channels

Traditional marketing is not extinct in the age of digital marketing. Cold

calling is still a popular way to create leads and revenue today. Even as the
digital revolution continues, traditional marketing is far from obsolete, and
linked firms are thriving as well. Traditional marketing approaches continue
to be a valuable secret weapon for interactive, face-to-face, and expert
marketing. Below is a list of various traditional marketing channels that have
an outstanding ROI even today.

1. OOH Marketing: Out-of-home marketing, often referred to as

OOH, is a marketing and advertising method used to
communicate with customers or audiences outside of their
homes and businesses. That’s in the form of visual advertising
media. Traditionally, out-of-home marketing relies more on
images than words to communicate a message to the audience.
In addition to billboards, signs, and street furniture such as
 benches and bus shelters, this advertising method also
incorporates mediums such as stadiums, retail malls, and
cinemas.
2. Broadcasting: Broadcasting refers to the act of transmitting
information or programmed through mediums such as radio and
television. Businesses may reach a significant amount of people
quickly by using such broadcast marketing methods like
television ads and radio to increase brand awareness. Television
allows marketers and advertisers to create more compelling
commercials since it allows for the visual presentation of items
and demonstrations of their functionality. The radio broadcast
can help brands reach a local audience in a more effective way
than other mediums.
3. Print Media: Print media marketing comprises advertising
products and services through newspapers, magazines, and
other print media mediums such as books and journals. As a
mass-marketing approach, printed advertisements allow firms to
reach significant individuals, irrespective of how keen they are
on the product or service. It is also used to target specific groups
of people, such as magazines for women or fashion.
4. Direct Mail: Direct mail refers to commercial literature that is
sent to potential clients by postal mail. Different types of direct-
mail marketing methods such as brochures, letters, postcards,
catalogues, flyers, and other printed material are distributed
directly to customers to build awareness about various products.
Information is passed on to a specified target audience or market
in this style of marketing. Direct-mail marketing is a great tool to
have at one’s disposal to generate new leads and increase
revenue.
5. Telemarketing: Different businesses hire sales employees to
make phone calls for promotional or marketing activities in
telemarketing. It is often referred to as cold calling. A cold call is
one that involves contacting, informing, and persuading potential
consumers over the phone. Due to its many uses, organisations
can utilise it for various purposes, including marketing their
products and services or gathering data for lead generation
purposes.
Advantages Of Traditional Marketing

 Diverse Audience: Traditional marketing allows brands to

reach a large and diverse range of demographics.
Advertisements done through billboards, television, and radio will
extend the message over different geographical areas and reach
the targeted audience. It is also feasible that new audiences will
become acquainted with the brand and product offering.
Reaching a more varied audience can aid in the growth of the
 brand and its product offering. As a result, traditional marketing
may be a preferable alternative for bringing in new customers.
 Enormous Brand Exposure: Hard copy marketing materials
can be more easily processed and perform better in terms of
brand recall. A public multi-media campaign can help brands
surround the prospect with value proposition, message, and
products. When the advertisements are out in public, the brand
has a huge opportunity to expose them to many people.
 Credibility Builder: Traditional marketing offers brands more
credibility than online marketing. Printed content and
advertisements on larger mediums are frequently regarded as
more trustworthy. One reason for this is that traditional
marketing is associated with established larger budgets.
A corporation that can afford to run an ad in a commercial on
television or radio must have the financial resources. As a result,
the brand’s image is one of growth and stability.
 Reusable Promotional Materials: Traditional marketing
approaches are more sustainable and leave a lasting effect on
the brand’s target group. The same TV ad, flyers, business cards,
or brochures can be used more than once. As a result, one won’t
need to create fresh content as frequently to market the
product.  But in the case of digital marketing, to maintain the
viewers’ attention, brands must present a continual stream of
promotional information.
 Better Connect: Traditional marketing methods can make it
easier to reach and connect with the local audience. Radio is
unquestionably the quickest way to advertise the business and
convey the message to a local audience. Traditional marketing
strategies, such as marketing brochures, newspaper ads, local
TV commercials, and billboards, place the brand at the heart of
the community and consumer base. As a result, the efforts to
reach the target audience will appear more authentic and less
artificial.
Disadvantages Of Traditional Marketing

 Expensive: Businesses need to pay for putting advertising in

newspapers or distributing any leaflet or brochure every time
they plan to start a campaign. They may have to pay for the
development of the ads in addition to the cost of purchasing TV
spots. To reap the benefits of broadcast advertising, they may
need to purchase a large number of spots, which may
necessitate a large financial investment before they can see
returns. However, any updates to the website or using new forms
of media like Facebook and Instagram do not incur any additional
charges in digital marketing. The sales team simply
accomplishes this for the product.
  Not easily measurable: Traditional marketing is not always as
quantifiable as digital marketing. While services exist to estimate
TV viewership and billboard drive-bys, they are only
approximations. From page landings to click-throughs to
transactions, digital media can identify KPIs along the whole
marketing funnel.
 Less information communicated: Traditional advertising has
far less message delivery carrying capacity than emerging kinds
of communication. If marketers can drive people to the website
with the click of a banner ad or link, brand have practically
limitless potential to provide customers with page after page of
information. They must deliver the message in a few square
inches of space or few seconds with print and broadcast media
channels.
 Harder to target and sub-segment: Aside from direct mail,
most traditional marketing approaches cannot and do not
provide the same level of segmentation and targeting that digital
marketing channels can target. Thanks to advances in
technology, marketers may now more precisely target potential
consumers depending on the number of personal information
websites collect about users. In turn, digital marketing helps the
marketer get the ads in front of a specific audience.
 More time-consuming: Unlike modern online marketing,
traditional marketing does not allow businesses the time to
respond to adjustments they wish to make in the advertisement.
Even if they want to print their ad in the daily newspaper, they
must prepare their ad well in advance, as in the case of all
conventional advertising. Then, when the ad is developed, one
cannot redo it again. In contrast, digital ads may be evaluated
and altered in real-time to optimise their efficacy.
Traditional Marketing Examples

Traditional marketing is everywhere. From the salesperson visiting the

customers’ house to the big billboard on a busy street. The examples of
traditional marketing are endless. Here are a few of the well traditional
marketing campaigns that stood out of the crowd:

What are the Features of Traditional Marketing?

Traditional marketing predominated until the 1990s when the internet began
to take off. It is still considered a viable method for marketing with a core
focus on the product offering. Here are the features of traditional marketing:

 Offline Channels: The traditional marketing mix involves

techniques, strategies, and tools that don’t involve digital
 channels at all. The product, price, place, and promotion are
strategised and executed using offline channels.
 Less Segmentation: Traditional marketing delivers the
message to the masses. The traditional marketing strategies
can’t micro-segment the target audience based on of age, sex,
income, behaviour etc. 
 Strong Relationships: Traditional marketing channels help
create credibility and build relations among the parties through
physical contact, question answering, suggestions, etc.
Moreover, the local audience trust traditional marketing efforts
more than digital marketing efforts.
 Better value: Traditional marketing also involves physical touch
where the brand connects with the customers through
salespeople that lead to better value creation and more loyalty
on the part of the customers.
 More Credible: Since it’s an old form of marketing, customers
consider it more credible than digital marketing and often make
important decisions after being triggered by traditional
marketing activities.
 Captures a Larger Audience: Traditional marketing strategies
ensure to reach a bigger group of people from various
categories. Because these marketing strategies are extremely
individualised, marketing media sources such as direct mailer
tactics provide excellent client engagements.
The Importance of Traditional Marketing

Traditional marketing is highly important even in the digital marketing age.

Although digital marketing has taken over the world, marketers cannot
completely neglect traditional media channels like TV, radio and newspapers
to promote their business. It is considered a vital part of the promotional
mix.

Today, there are still niches, places, locations, etc. where digital marketing
doesn’t work. For example, rural areas or places where the internet is rare. In
such cases, people are well aware of the traditional marketing techniques
that they have seen in their lives.

Moreover, traditional marketing often plays a very important role in

marketing to the local audiences as they are much more likely to trust
traditional methods than digital marketing.

Even pricey items and complex products require marketers to use traditional
marketing as it is more effective than digital marketing in most cases.

Traditional Marketing Channels

Traditional marketing is not extinct in the age of digital marketing. Cold
calling is still a popular way to create leads and revenue today. Even as the
digital revolution continues, traditional marketing is far from obsolete, and
linked firms are thriving as well. Traditional marketing approaches continue
to be a valuable secret weapon for interactive, face-to-face, and expert
marketing. Below is a list of various traditional marketing channels that have
an outstanding ROI even today.

1. OOH Marketing: Out-of-home marketing, often referred to as

OOH, is a marketing and advertising method used to
communicate with customers or audiences outside of their
homes and businesses. That’s in the form of visual advertising
media. Traditionally, out-of-home marketing relies more on
images than words to communicate a message to the audience.
In addition to billboards, signs, and street furniture such as
benches and bus shelters, this advertising method also
incorporates mediums such as stadiums, retail malls, and
cinemas.
2. Broadcasting: Broadcasting refers to the act of transmitting
information or programmes through mediums such as radio and
television. Businesses may reach a significant amount of people
quickly by using such broadcast marketing methods like
television ads and radio to increase brand awareness. Television
allows marketers and advertisers to create more compelling
commercials since it allows for the visual presentation of items
and demonstrations of their functionality. The radio broadcast
can help brands reach a local audience in a more effective way
than other mediums.
3. Print Media: Print media marketing comprises advertising
products and services through newspapers, magazines, and
other print media mediums such as books and journals. As a
mass-marketing approach, printed advertisements allow firms to
reach significant individuals, irrespective of how keen they are
on the product or service. It is also used to target specific groups
of people, such as magazines for women or fashion.
4. Direct Mail: Direct mail refers to commercial literature that is
sent to potential clients by postal mail. Different types of direct-
mail marketing methods such as brochures, letters, postcards,
catalogues, flyers, and other printed material are distributed
directly to customers to build awareness about various products.
Information is passed on to a specified target audience or market
in this style of marketing. Direct-mail marketing is a great tool to
have at one’s disposal to generate new leads and increase
revenue.
5. Telemarketing: Different businesses hire sales employees to
make phone calls for promotional or marketing activities in
 telemarketing. It is often referred to as cold calling. A cold call is
one that involves contacting, informing, and persuading potential
consumers over the phone. Due to its many uses, organisations
can utilise it for various purposes, including marketing their
products and services or gathering data for lead generation
purposes.
Advantages Of Traditional Marketing

 Diverse Audience: Traditional marketing allows brands to

reach a large and diverse range of demographics.
Advertisements done through billboards, television, and radio will
extend the message over different geographical areas and reach
the targeted audience. It is also feasible that new audiences will
become acquainted with the brand and product offering.
Reaching a more varied audience can aid in the growth of the
brand and its product offering. As a result, traditional marketing
may be a preferable alternative for bringing in new customers.
 Enormous Brand Exposure: Hard copy marketing materials
can be more easily processed and perform better in terms of
brand recall. A public multi-media campaign can help brands
surround the prospect with value proposition, message, and
products. When the advertisements are out in public, the brand
has a huge opportunity to expose them to many people.
 Credibility Builder: Traditional marketing offers brands more
credibility than online marketing. Printed content and
advertisements on larger mediums are frequently regarded as
more trustworthy. One reason for this is that traditional
marketing is associated with established larger budgets.
A corporation that can afford to run an ad in a commercial on
television or radio must have the financial resources. As a result,
the brand’s image is one of growth and stability.
 Reusable Promotional Materials: Traditional marketing
approaches are more sustainable and leave a lasting effect on
the brand’s target group. The same TV ad, flyers, business cards,
or brochures can be used more than once. As a result, one won’t
need to create fresh content as frequently to market the
product.  But in the case of digital marketing, to maintain the
viewers’ attention, brands must present a continual stream of
promotional information.
 Better Connect: Traditional marketing methods can make it
easier to reach and connect with the local audience. Radio is
unquestionably the quickest way to advertise the business and
convey the message to a local audience. Traditional marketing
strategies, such as marketing brochures, newspaper ads, local
TV commercials, and billboards, place the brand at the heart of
the community and consumer base. As a result, the efforts to
 reach the target audience will appear more authentic and less
artificial.
Disadvantages Of Traditional Marketing

 Expensive: Businesses need to pay for putting advertising in

newspapers or distributing any leaflet or brochure every time
they plan to start a campaign. They may have to pay for the
development of the ads in addition to the cost of purchasing TV
spots. To reap the benefits of broadcast advertising, they may
need to purchase a large number of spots, which may
necessitate a large financial investment before they can see
returns. However, any updates to the website or using new forms
of media like Facebook and Instagram do not incur any additional
charges in digital marketing. The sales team simply
accomplishes this for the product.
 Not easily measurable: Traditional marketing is not always as
quantifiable as digital marketing. While services exist to estimate
TV viewership and billboard drive-bys, they are only
approximations. From page landings to click-throughs to
transactions, digital media can identify KPIs along the whole
marketing funnel.
 Less information communicated: Traditional advertising has
far less message delivery carrying capacity than emerging kinds
of communication. If marketers can drive people to the website
with the click of a banner ad or link, brand have practically
limitless potential to provide customers with page after page of
information. They must deliver the message in a few square
inches of space or few seconds with print and broadcast media
channels.
 Harder to target and sub-segment: Aside from direct mail,
most traditional marketing approaches cannot and do not
provide the same level of segmentation and targeting that digital
marketing channels can target. Thanks to advances in
technology, marketers may now more precisely target potential
consumers depending on the number of personal information
websites collect about users. In turn, digital marketing helps the
marketer get the ads in front of a specific audience.
 More time-consuming: Unlike modern online marketing,
traditional marketing does not allow businesses the time to
respond to adjustments they wish to make in the advertisement.
Even if they want to print their ad in the daily newspaper, they
must prepare their ad well in advance, as in the case of all
conventional advertising. Then, when the ad is developed, one
cannot redo it again. In contrast, digital ads may be evaluated
and altered in real-time to optimise their efficacy.
Traditional Marketing Examples
Traditional marketing is everywhere. From the salesperson visiting the
customers’ house to the big billboard on a busy street. The examples of
traditional marketing are endless. Here are a few of the well traditional
marketing campaigns that stood out of the crowd

DAY 2

GOAL OF MARKETING

What is the goal for marketing?

What are Marketing Goals?

Definition – Marketing goals are defined as numerous objectives and
growth-driven benchmarks that a company aims to achieve by making
marketing strategies. A marketing goal is also understood as a marketing
objective that provides clarity to a marketer to focus on what is essential and
what is unnecessary.

For example, a digital marketing campaign can have marketing goals like
increasing website traffic, growing email lists, gaining more social media
followers, converting target audiences, etc. Setting marketing goals give
direction to a company’s marketing efforts. As per research, marketers who
set goals are 376% more successful than those who did not have set goals.

The purpose of marketing is to reach your target audience and communicate the benefits
of your product or service — so you can successfully acquire, keep, and grow customers

3 MAIN GOAL OF MARKETING

1. Acquiring customers

2. Retaining customers

3. Turning customers into brand ambassadors

Let’s take a look at each of these.

1. Acquiring customers

Top of mind for most businesses, acquiring new customers means new
revenue for growth. This goal is the most complex out of the three
goals because you have to get new customers all the way through
your sales funnel.

First, customers need to become aware of you through ads,

colleagues, social media or other means. Then they have to be
interested enough in your brand, your quality content, or your offering
to consider your services. Then, they engage with you through things
like signing up for your newsletter, following you on social media, or
reading a blog. Lastly, the engagement has to be valuable enough for
them to want to learn more about your product or service and
eventually buy it.
Phew! That’s a lot! You can see how someone who has already
heard of your brand may be a much easier sell for your services
(warm lead) than someone who is not yet aware of you (cold
lead). However, don’t fear! Acquiring new customers is fun, exciting
and rewarding.

When your marketing efforts are engaging enough to bring a

customer through the sales funnel, it means you are doing something
right. It means you have marketing strategies and activities focused on
each part of the sales funnel: awareness, consideration, and
purchase. It also means you’ve taken the time to understand your
customer and are patient enough to see them come through each part
of the sales funnel.
Consistency is key!

2. Retaining customers

Somehow people forget about this goal! And what an amazing goal it
is. Retaining customers is a lot more cost-effective than acquiring
new ones since they already know you and have used your
services.

Marketing strategies that don’t focus on retaining customers are

missing out! Strategies can include things like rewards programs,
discounts for repeat customers, and, last but not least, providing a
great service with amazing customer service.

Customers won’t come back if your service doesn’t meet their

needs. That means you should be talking to your customers and
learning how to improve your products and services continually. It
means making your buying process easy and user-friendly. And it
means you have great employees that give good customer service.
Gathering this feedback is important and can be done in the form of
surveys or customer interviews.

Since retaining customers is a main goal of marketing, your marketing

team should be involved in the development and updates of your
products and services as well as your buying process and customer
service.

3. Turning customers into brand ambassadors

Customers fall in love with good brands -- with what they stand
for and the story they tell. Having an emotive brand story is
important in both acquiring customers and retaining customers. And
when a good brand story can turn customers into brand ambassadors,
you’ve hit a home run.

Brand ambassadors will go to bat for you, not just because of the
service you provide, but because they are deeply connected with
your brand’s higher purpose.

If we think about the sales funnel, people who hear about your
company from brand ambassadors will automatically go into the
consideration part of the sales funnel. This means you don’t have to
spend as much time or money in marketing activities focused on
awareness. These people also are more likely to consider a purchase
because of the increased trust from hearing about you from someone
else.

Word of mouth, hands-down, has THE highest conversion rate of

any type of marketing activity. Therefore, any way that you can
increase the number of people committed to your brand, the more
successful you will be.

Building brand ambassadors should be a key focus of any marketing

team. This would include strategies like developing a compelling and
emotive brand story that resonates with your audience. It also includes
things like referral programs and creating free high-quality content
that educates or entertains (with no sales ask).

Having brand ambassadors should be the ultimate outcome of any

business!
3rd day

Contemporary Marketing refers to theories that stress the importance of customer

orientation versus the traditional market orientation

Contemporary Marketing  also known as modern marketing strategies refers to theories that stress the
importance of customer orientation versus the traditional market orientation. They are strategies that,
when implemented, offer greater support for their client base with a product range that varies depending
on what the target market desires. Rather than what the company wants them to have.

Contemporary Marketing practice by organizations contains many

facets that have to be approached while conveying the statistics
pertaining to a particular Product or Service and should entangle every
possible answer to the following questions:

. Why? 

The customer should be made conscious of why the product or service

is needed, why the customer should prioritize availing the product or
service and its features over others. Why? becomes the first and
foremost to be couched by the customer in the provider’s forefront,
and the provider should be ready with resolution. If the need of a
particular product or service is justified, the customer gets
authentication of the worth that is going to be paid.

Instance: An organization selling integrated software for logistics,

accounts, sales and purchase department should be in preparation to
put forth why their software is a need for every organization. 

2. Which?

After learning about the need, the customer should be made

cognizant about which product or service best offers and concludes
the need. Which? is again a very important part of the marketing
strategy because it is the best way to illuminate the customized
solution to the customer.
 

Instance: An entity selling food products and spices should put ahead
which food products and spices in their merchandise are worthier to
buy in front of a restaurant owner or a chef depending on the
regional, climatic and custom taste trends in the restaurant customers.

3. Where? 

After learning which product or service the customer needs to buy, it is

about Where? The customer is determined to know where or by what
means, the product or service is available, whether the mediums
proposed are available or will be made available to the customer, to
avail the product or service. 

Instance: A Management Consultancy providing manpower or

customer service solutions should, manifest the customers about their
presence, remote assistance, areas of reach and medium, whether the
solutions are remote, online or remote workforce.

4. When?

The Most important attribute When? though it comes at the end is not
totally in the control of the customer, but it is even the providers
accountability. Taking a factual ownership of the time to deliver.

Instance: A software development organization selling CRM software

solutions that are customized, but always put forth the real estimate of
time, thus proposing a potential software with supreme quality in front
of the customer rather than promising it as per the customers
requisition while considering the conciliation of the eminence of the
software.