Every day is a new day when it comes to marketing. Adapting to the changes is the only way to survive in the market today to meet the needs and desires of the people. The competition is tough as the existing business has increased making it difficult to attract the attention of their target audience.

Do you all still watch television Ads, read newspapers, read a message on the billboard while stuck in traffic, and love to listen to the radio even today? These all are traditional advertising methods that have been used for a long period. Over years with the invention of new technology like Search Engine optimization, search engine marketing, pay-per-click marketing, and Google advertisement there is a shift in the marketing trend into the digital space. 

Therefore it has become critical to stay up to date with the current updates to thrive in the market. This has led to a decline in traditional marketing. But even today most successful businesses prefer a combination of both digital and traditional marketing to achieve their ultimate goal. Hence traditional advertising has not yet faded away as claimed by most marketers

What is traditional advertising?

Traditional marketing refers to the old conventional way of marketing via print media, television advertisement, callouts, billboards, and event marketing to reach the audience. These channels provide direct messages about the product and service to the consumer. It is used for a larger audience and hence referred to as above-the-line marketing.

It helps to create more trust among the target audience through physical contact and surveys. Moreover, it can be used by marketers who are not tech-savvy to build brand awareness and generate leads using conventional marketing strategies.

What are the modes of traditional advertising?

Traditional marketing is still very effective today despite the evolution of the internet. Phone calls are still very much relevant and one of the best strategies to build a strong relationship with your customer. Below are some of the traditional marketing strategies which give a good ROI even today.

Print Ads: It is a physically printed form of media that is used by businesses to reach a wider section of the target audience through magazines, newspapers, direct mail, and brochures.

Billboards: Large outdoor advertising boards that you will typically find while traveling, near traffic signals, highways, and main roads are billboards. It has more visibility not because of its size but the creativity and personalised touch given by the marketers.

Television Ads: You will find a television in every home. It has been used by people for different purposes ranging from getting information, entertainment, or for educational purposes. Therefore it is one of the best tools that can be used by marketers even today. 

Reasons for Traditional Advertising in 2024

Traditional advertising is still very relevant in today’s market despite the boom of the digital industry. There are many reasons why it cannot be erased easily soon, the primary reason being the rise in the usage of the internet. People still prefer conventional methods of connecting with the audience via print media, TV advertising, and billboards.

You will find a wealth of information online today on any subject at any given point in time. This has led to a decline in offline marketing. But at the same time confuses and makes it difficult for the audience to focus on the most important message. This is where traditional marketing comes in to provide the most useful information to the consumer according to their needs and wants.

In short, traditional advertising is still very effective today to reach your consumer in many ways and will stay with us in the coming years as well.

Here are 5 reasons why traditional Advertising is still used over Digital Advertising

Breaks digital barriers

Consumers spend half their time on their phones using Instagram, Facebook, watching movies on Netflix, or shopping online. While they do enjoy using the internet they are annoyed and disappointed with ads when they want to read, browse a website or play video games. As per the report, 57% of consumers disliked ads that played right before a video and 43% didn’t even watch them. 

As a result, traditional marketing is used by marketers to break digital barriers. There is a higher engagement rate in traditional advertising as reported by MarketingSherpa. In addition, the cost of online marketing has also increased owing to click, impression, and conversion fraud. The cost of traditional marketing has fallen considerably.

More Transparency And Trust

People have more trust in the traditional marketing techniques of print media, television marketing, handouts, broadcasting, and event marketing when compared to social media marketing as there are higher chances of scams and fraud. Since this strategy involves a person-to-person interaction there is more transparency as well.

Pocket-friendly

While few mediums are costly, the majority of the forms of traditional marketing are affordable and will not burn your pocket. This is one of the biggest reasons why marketers still use traditional marketing strategies.

 Integration of traditional and digital marketing

Using only Online marketing will not contribute to the success of the brand. An in-depth study of the brand must be done before applying the right strategy for the brand. For emotional storytelling, television is still the best medium, such as the“ Welcome Back” by Guinness that marked the reopening of pubs and restaurants post the Covid-19 lockdown.

Leaves a longer impression

Even though we are seeing advancements in technology every day, few forms of offline marketing are here to stay for a longer duration. Marketing channels like radio, television, and print media will remain prominent because people still rely on them.

While digital marketing is a powerful tool it cannot be used by all business types, typically smaller firms. However traditional advertising of branding can be used by all types of businesses irrespective of their size. Thus it is simple for all types of business.

Not only this, around 54.8% of marketers track their digital performance in real time, and 35.2 % of them do it weekly or quarterly. The business is now sceptical about its return from digital media as the platform controls both the advertising inventory and its measurement. This has aroused credibility concerns about Ad fraud. But in traditional marketing, there are very less chances of fraudulent activity.

Conclusion

According to Think with Google study conducted in 2016 there is a decline in television advertisements by 47%. These numbers do not mean that traditional marketing has been eroded. The medium to advertise has changed. If we blend digital space with conventional marketing it will create a whole new world of marketing. Although traditional advertising methods are old, it is here to stay because it still works.