The marketing traditional discipline that is based on business strategies that focus their sales action now focusing its aim on the product or service that the company overall.
Traditional marketing leaves the deal with the customer in the background, and above all seeks to make the business profitable and streamline stocks. It uses physical supports to carry it out.
Traditional marketing goal
The primary purpose of traditional marketing is to increase sales, instantly and immediately. Focused on a wide audience, it is oriented to economic exchange. Communication is unidirectional, from the company to the client, and through direct and mass advertising, among other actions to follow, it seeks profit above all else.
Advertisements in newspapers and magazines, radio, television, brochures, newsletters, promotions, direct mail (physical), trade shows... All these tools and more have used traditional marketing to sell products or services.
Companies must know what consumers are like to offer them what they demand if they want to obtain greater benefits. And for this they use new technologies.
Advantages and disadvantages of traditional marketing
These are the main advantages of traditional marketing:
- It reaches a very wide audience. It has a lot of reach and credibility in the audiences because it still has an impact due to all the years that it has been used.
- Face-to-face contact. Customizing business transactions can close sales.
- They are successful when you have a sizeable budget. It is not an economic strategy but rather a significant investment has to be made.
- All consumers who have access to a newspaper, mail service, television or radio can be aware of the business or service being advertised.
- It is a perfect support for the communication campaigns carried out by the company.
- Depending on the result, it allows the possibility to easily modify and readapt the strategy.
- Tastings, test campaigns or extended free services are aspects of the sale that are difficult to obtain through electronic platforms.
Among the disadvantages of traditional marketing we find the following:
- High costs. One of the most prominent problems is the high price of implementing this strategy.
- Lack of exact metrics to measure results. Unlike in the online sector, it is not so easy to develop certain metrics.
- Changes in consumer habits. The boom in new technologies and the growing increase in Internet users has hurt traditional marketing.
- It does not interact with the customer. It is a one-way channel normally.
In expansive markets, where demand dominates over supply, these types of commercial strategies tend to be more effective than other types of actions.