dead flowers

Is Conventional Marketing Dead?

Gee Ranasinha Marketing 0 Comments

Spend some time on the internet and within a very short while you’ll run into a common thread running through the various marketing-focused blogs and websites. There’s increasing popularity in the notion that ‘conventional marketing’ is dying out, and is becoming increasingly irrelevant.

Today, all the talk is about social media, customer engagement and so forth. The theory is that so-called ‘conventional’ marketing techniques and assumptions are outmoded within today’s ’empowered customers’ who have changed the way that they evaluate products and brands. Proponents of the theory point to how the new-generation media channels are challenging conventional marketing ideas on targeting and reach.

A Greater Choice In Content Delivery

Publishers and broadcasters are suffering with regards to revenue generation because many advertisers feel that such content distribution vehicles are no longer as efficient as other communications media. Companies now have a greater choice in how to deliver their content. Outlets such as social media allow organizations to target audiences with far higher level of granularity than was previously possible with mainstream media channels such as newspapers, magazines or radio.

So, is ‘conventional marketing’ as we’ve come to know it on it’s way out?

Yes, and no. Conventional marketing has always been dead. Why? Because there is no such thing as ‘conventional’ marketing, just as there’s no such thing as ‘new-age’ marketing. Marketing has always been about using the most applicable strategies, tactics, communications and media channels of the day. Whether that’s a sandwich board, newspaper ad, cable TV informercial or social media campaign. Marketing evolves, just as we as consumers evolve.

Sure, there’s no doubt that the growth in “word of mouse” – social media, blogs, forums and suchlike – has played its part with regards to existing media channels. However, that’s all they are: channels. Advertising and communications may well be part of marketing; but marketing isn’t (just) advertising and communications.

Marketing Has Evolved

Marketing’s fundamental concepts haven’t changed with the advent of new communication channels. They’ve evolved. If anything, the opportunities that internet-based channels provide have made marketing activities even more relevant in terms of communicating a business value proposition.

The way we communicate – and who’s doing the communicating – is changing. Of that there is not doubt. Marketing continues to evolve, as it’s been doing for decades. As a result, marketing strategies that we’ve taken as read for years may – over time – become less applicable in some instances. But that’s how it’s always been.

If ‘conventional’ marketing is dead, then it was already buried a long time ago.

Image Credit

About the Author
Avatar for Gee Ranasinha

Gee Ranasinha

Facebook Twitter Google+

After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at kexino.com/gee-ranasinha.



Share this with your friends










Submit

Want to receive our articles by email? Type your email address in here »  then click on this »

Leave a Reply

Your email address will not be published. Required fields are marked *