Significance of Traditional Forms of Marketing Communications in the Contemporary Organizations - Essay Example

?Marketing Communications Tools Table of Contents Introduction 3 Significance of Traditional Forms of Marketing Communications in the Contemporary Organizations 4 Literature review 5 Pros and Cons of Traditional marketing Tools 5 Pros and Cons of Digital Marketing Tools 7 Need for Appropriate Combination of Traditional and/or Digital Tools 9 Importance of Integration to Ensure Successful Communications 10 Conclusion 10 References 12 Introduction The contemporary business environment is continuously encountered with the explosion of new and advanced technologies. Correspondingly, it can be viewed that the world is gradually moving towards the digital age. These technological transformations have resulted advertising agencies to face with numerous challenges. These challenges often generate inefficiency in client’s-agency relationship. Notably, it can be ascertained that in the past few years’ digital technology and the expansion of targeting capabilities has shifted from the traditional marketing tools to digital marketing tools. Due to the continuous revolution in the field of marketing communication tools particularly the internet, it has be found that both small organizations as well as big organizations are widely inclined towards using modern digital marketing tools over the conventional tools. Traditional marketing tools involving print media (such as magazines, newspapers and newsletters) electronic media (such as broadcasting through television and radios) and direct marketing among others can be ascertained to be barely used by the contemporary business organizations. Nonetheless, both the traditional and digital marketing tools have some advantages and disadvantages. Hence, it would be wise to use the combine form of traditional and digital marketing tools in order to achieve the best outcome. Analogous to present highly dynamic and complex nature of business, it is expected that integrating both traditional and digital marketing tools would significantly facilitate the organizations to meet their marketing communication purposes. Correspondingly this report will evaluate the significance of traditional forms of marketing communication tools in the contemporary organizations as well as it will illustrate the importance of traditional and digital marketing integration for ensuring effective communication. Significance of Traditional Forms of Marketing Communications in the Contemporary Organizations It can be affirmed that digital marketing tools particularly internet has attracted the contemporary marketers to a great extent. However, heavy reliability on modern marketing tools does not mean that traditional marketing is disappearing. In this regard, it has been ascertained from a survey report that approximately USD $ 295billion was spent on television advertisement in the US during 2007. A huge investment on traditional marketing tool in this cotemporary world signifies vast majority of traditional media. At the same time, newspaper and magazines can also be ascertained to be effective marketing communication tools despite of its reducing importance amid the contemporary marketers. It is important to note that despite of inclination towards the new media few renowned companies like Procter and Gamble spent USD $3.5 billion on advertising purpose in 2006 with the use of TV, print and other old media (Winer, 2008). Every business has different marketing requirements. It is not possible to state which marketing tool is best for the particular business. In the contemporary business environment an organization should not rely on one type of marketing, rather integrating both the traditional and digital marketing tools would be more feasible for the organization to attain the desire marketing communication goals. It can be firmly stated that integrating the two approaches will support the organization to achieve its broad marketing communication objectives. It can be stated that integration of traditional and digital marketing tools facilitate the organizations to develop the most appropriate approach for marketing communication. It has been argued that in the contemporary business environment, integration of communication tools is paramount aspects for building effective relationship with both customers as well as stakeholders of the company. Implementing the traditional marketing tools along with the use of digital marketing tools, such as electronic display board or kiosk machine can lead to fruit bearing results particularly for a new product launch. The strategy for combining both the traditional and digital marketing tools effectively would require the organizations to maintain the same information in both the digital and traditional marketing in terms of color, design, quotes among others in order to attain the best outcome from the integration (Sannino, 2011). Literature review Pros and Cons of Traditional marketing Tools According to Blattberg & et. al., (1991), broadcasting method of traditional marketing communications is losing its ground in the contemporary organizations. However, it has been stated that broadcasting as a marketing communication tools facilitate in establishing communication with geographically distant population. The change is quite fundamental in its consequence. Despite the ability broadcasting method to address the mass, it owes certain disadvantage. One of the major drawbacks of this method is that the method does not promote two-way communications. However in the present day context, two-way communication is often considered to be essential for the success of marketing communication (Blattberg& et. al. 1991). The 21st century has witnessed explosion of media technology which are being used by marketer to reach their customer. As stated by Winer (2008) the web pages have become the new medium for marketer to reach and address the targeted customer. It has been stressed that internet has offered a convenient way for marketers to advertise their products and/or services relatively at low costs. In case of television broadcasting is a very costly medium. The cost of air time, getting a quality time along with the price of producing it makes it difficult for budget advertisers. At the same time broadcasting through radio can be an affordable medium but geographical boundaries may create barrier for the people to take advantage. Besides being an audio medium, it not possible to display product in radio. Advertisements through print media such as newspapers and magazines exist for long time. The advertisement cost associated with print media is relatively low. In case of magazines, it is quite easy to reach the target audience however, magazines are not published regularly instead some magazines are published monthly. There are few more tools of traditional marketing like personal selling, advertisement, sales promotion, public relation, sponsorship, exhibition and point-of-sale. Today the selling approach has been changed dramatically. Personal selling is the sales pitch given by sales representative to their customer (Baker, 1994). Personal selling offers several advantages to the industrial marketer. These include direct access to the customers. There is also degree of accountability of the funds that are spent on the activity. A sales person can directly address their success or failure of their efforts. However, it has several disadvantages as well. This process requires a long training of the sales representative. There is a possibility of loss of control over certain aspect of marketing mix. It includes managing price and presenting product benefits which can diverge from the firm’s policies (Powers, 1989). According to powers (1989) traditional advertising also owes certain advantages and disadvantages. One of the major advantages of the traditional advertisements is that it can quickly implemented and has wide-spread market coverage, control of message content, and can be easily terminated. The potential disadvantage is that it cannot target individual customers. And also it is problematic to measure the cost-effectiveness (Powers, 1989). Direct marketing is the mail shot (delivered by post), a mail, drop (delivered to the door), and telemarketing or Fax messages. Direct marketing directly brings the product directly to the office or home. So an individual does not need to go to the market. This type of marketing tools can be used to invite buyers to visit an exhibition, to a showroom to test a car and so on. Direct marketing requires a huge customer database to be maintained. In case of sponsorship it must be researched in detail and a crystal clear objective should be set. All section of the society can be targeted and reached through sponsorship. The range of sponsorship is limited by one’s imagination (Olander & et. al., 2000). As stated by Trusov & et. al., (2008) one new form of the traditional marketing communication also known as Word-of-Mouth (WOM) has evolved in the modern generations which has drawn the huge attention marketers in the recent times. It allows the users to share their experiences, preferences and views through online modes. Although, it requires a negligible cost but it cannot be personalized. Accordingly it has been found that WOM is far more effective than print advertising. WOM has proved to be more fruitful in influencing consumer to switch brands (Trusov & et. al. 2008). Pros and Cons of Digital Marketing Tools With reference to the statement said by Moroza & et. al., (2009) digital marketing includes a whole set of elements like mobile phones, social media display boards and banners, SMS and MMS and digital outdoors. However, in the present day digital marketing covers more of traditional marketing areas such as direct marketing but in a digital way. There are different forms of digital marketing. Digital marketing tools have proven recession proof during the economic slowdown. Digital media enables the customers to familiarize with the virtual world of marketing which is available all around the clock. This world offers its customers job opportunities, investor investment target and at the same time access to everything just a click away. Digital marketing strategies are far more cost effective than the traditional media marketing tools. Digital media has high degree of measurability, thus designing a target oriented digital media programmed becomes easier. With the advent of the digital media, it has become easier to implement quick changes in design of the communication campaign. Digital marketing tools are highly accessible and thus the rate of response is also higher (Oyster Internet Ltd Company, 2012). However digital marketing has certain disadvantages also. The main is security issue. The content can be accessed by everyone. The digital media is based on the database and information and thus the fear of losing the information always exists. Additionally, it can be said that it inhibits innovation, imagination and creative thinking. Correspondingly, it needs a use of heavy and costly equipment. Finally, the main advantages would be the impersonality of communication and an individual not being able to touch the product (Lehtonen, 2009). Nadaraja & Yazdanifard (n.d.) stated that social media has emerged as the most prominent marketing communication tools in the recent years. Accordingly, it has been propagated that the social networking sites such as Facebook, MySpace, Twitter and LinkedIn has transformed the way of marketing communication. Correspondingly, one of the most potential advantages of the social media has been accredited with its low cost nature and enhanced reach. It has also been stated that social media has offered marketers with greater flexibility to customize information regarding their products and/or services based on the needs of the individual customers. Another major advantage of the social media is attributed with its ability to promote two-way communication. Nonetheless, social media also owes certain disadvantages. In this regard, marketers are required to devote their considerable time. At the same time, use of social media tends to raise issues related with security, privacy and trusts ( Nadaraja & Yazdanifard, n.d.). Pull marketing including blogs involves directly grabbing of the content while push marketing involves both the marketer and the customer. Push marketing usually requires the marketer to push the content in order to ensure its delivery to the recipient’s side while pull marketing users are completely free to determine what they want. Pull marketing use does not allows personalization of information. In case of push marketing including mobile, SMS, MMS and Really Simple Syndication (RSS), marketers can personalized information according to the individual customers (Morozan, & et. al., 2009). Need for Appropriate Combination of Traditional and/or Digital Tools Consistent Branding Across Traditional and Digital Channel A visual integration should be made between traditional and digital marketing. It helps in brand awareness across all channels of traditional and digital marketing. The integration should be such that a customer can make a clear visual connection between the company’s online presence and its printed material. The business cards, logos, brochures, promotional item like tea-shirt, notebook among others should have the same color as of website. This helps the consumer to identify that a product belongs to a particular company. Assure That All Materials Have Strong Call to Action A call to action might be a phrase, social media icon, captivating sentence that inspires the customers to take another step. All this should be hyperlinked with each other. A customer clicking to another page might allow the customers to enjoy consultation, more information about a product or online shopping. Print marketing should also be equipped with call to action. The company should maintain the similarities in their communication strategies both through traditional and digital media such as the use of logos and slogans. Maintaining Similar Information If a customer interacts with a company’s product via print media then it should provide a clear path that would facilitate the customer to browse the information through online sources via company websites or any digital format. Implementing such approach would result the organization to reap the benefits of both traditional as well as digital marketing tools in the form of increased communication efficiency. Conducting Social Media Contests and Giveaways Contests and giveaways conducted via social media or email subscription can be the good way to acquire people’s interest and it might also make the customers regular visitors for the site. The giveaways in the form of t-shirts, pens, caps, notebooks among others will create the brand awareness among the customer (Josephbker, 2013). Importance of Integration to Ensure Successful Communications The organizations performing the above mention strategies can establish effective marketing communication campaign that would lead the organizations to draw the attention of large people towards its products and/or services. Digital marketing has emerged as the most relevant and cost effective means of marketing, it is also important for the marketers not to overlook the traditional marketing approach owing to the fact that this approach along with digital can fuel the campaigns and other activities to next level. For example, integrating traditional marketing leads to an effective way to target customer audience based on the demographic factors like location, age or psychographic factors like lifestyle and interests. The marketers can use registration information to make each piece of experience more relevant for the consumers. It is important that traditional or digital marketing should not be looked as an alternative option rather it should be taken as an opportunity serve customer universally (Kates, 2013). Conclusion The present competition in the global market makes it imperative to channelize their source. Therefore, it is difficult make an effective marketing strategy. It is true that modern organizations have been increasingly found inclined towards the digital marketing as it is less expensive and confirms high return of investment. With digital marketing has offered cost effective way to drive marketing results. Correspondingly, it is important for the organization not to overlook traditional methods that can amplify the advertisement to the next level. At the same time, traditional marketing tools can be seemed to be losing its ground and importance amid the contemporary marketers. . However, both the traditional and digital marketing tools has its own pros and cons. Traditional media tools like print media, T.V can be proved effective if it is used wisely .However it is also important to know the method of integrating traditional marketing and digital marketing tools properly and effectively. It can be concluded that proper integration of traditional and digital marketing tools for effective marketing communication campaigns would render the organizations with numerous benefits. References Blattberg, C. R. & et. al. 1991. Interactive Marketing: Exploiting the Age of Addressability. Management Review. [Online] Available at: http://sloanreview.mit.edu/article/interactive-marketing-exploiting-the-age-of-addressability/ [Accessed Nov 27, 2013]. Baker, M. J. 1994. The marketing book 3rd edition. Butterworth Heinemann publication. Josephbker, 2013. Traditional or Digital Marketing? Try Integrated instead. Business Tips.[Online] Available at:http://www.bnlug.org/traditional-or-digital-marketing-try-integrated-instead/[Accessed Nov 27, 2013]. Kates, M. 2013. Making Digital and Traditional Marketing Work Together. [Online] Available at: http://econsultancy.com/in/blog/62546-making-digital-and-traditional-marketing-work-together [Accessed Nov 27, 2013]. Lehtonen, 2009. Marketing Communications in an International Company- The Importance of Digital Marketing and Brand Identity. Final Thesis Report. [Online] Available at: http://theseus.fi/bitstream/handle/10024/8464/Lehtonen.Sini.pdf?sequence=2 [Accessed Nov 27, 2013]. Morozan, C. & et. al., 2009. Evolution of Digital Marketing. Munich Personal Repec Archive, pp. 1-8. Nadaraja, R., & Yazdanifard, R., No Date. Social Media Marketing: Advantages and Disadvantages. Center of Southern New Hampshire University, pp. 1-10. Olander, C. & et. al., 2000. The Use and Integration of Marketing Communication Tools in Business To Business Firms: Case Studies of Three Swedish Firms. Master’s Thesis. [Online] Available at: http://epubl.ltu.se/1404-5508/2000/112/LTU-SHU-EX-00112-SE.pdf [Accessed Nov 27, 2013]. Oyster Internet Ltd Company, 2012. Top 10 advantages of Digital marketing. Sales and Marketing. [Online] Available at: http://webtotalmarketing.articlealley.com/top-10-advantages-of-digital-marketing-1317428.html [Accessed Nov 27, 2013]. Powers, T.L., 1989. Should You Increase Sales Promotion Or Add Sales People? Industrial Marketing Management,. Vol. 18, No. 4, pp. 259-263. Sannino, G. 2011. Integrate Social Media with Traditional Marketing & Boost The Effectiveness Of Both. [Online] Available at: http://www.searchenginepeople.com/blog/social-media-traditional-marketing-integration.html [Accessed Nov 27, 2013]. Trusov, M. et. al., 2008. Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. Working Paper, pp. 1-48 Winer, S. R. 2008. New Communications Approaches in Marketing: Issues and Research Directions. New York University, pp. 1-36. Read More