When was the last time you consulted the Yellow Pages to find a contact number? Not online, but the actual hefty, yellow book. I can’t remember either. I usually use Yell.com. Yet the Yellow Pages still gets hand delivered through my door once a year. There is obviously still a market for this traditional method of advertising.
Surrounded by social media and digital marketing, it could be easy to forget about the traditional marketing methods. Do so at your peril! Marketing is about generating sales, from any and every avenue. Don’t knock the old tried and tested methods.
Traditional marketing typically involved branding and advertising: banners, billboards, television, radio, newspapers, magazines, exhibitions, event management and of course, Yellow Pages. However, in the 1980s the advertising exec’ had the same sleazy reputation as estate agents. But that is all changing.
A study by ComRes, commissioned by Credos, revealed that over two-thirds of the British population trust advertising either ‘to some extent’ or ‘to a great extent’, with nearly half submitting a positive opinion of the industry itself. Two-thirds of those surveyed believed that advertising is an essential component to the communication of government messages, with the majority agreeing that investment is necessary in highlighting important social issues such as drink-driving (77%), benefit fraud (60%) and healthy eating (55%).nnWith the arrival of the Internet and social media networks, digital marketing includes websites, mobile marketing, e-shots, search engine optimisation, social media networks such as Facebook and Twitter, online ads, web vide – and this list is by no means exhaustive.nnTraditional marketing just can”t match the speed, low cost and instant feedback you get with digital marketing. But traditional marketing, just like the hefty Yellow Pages, will usually be an essential part of the mix. How many times have you searched a website for a phone number desperate to actually talk to someone?nnIt is not about traditional OR digital marketing, you need both and PRG can help on all fronts.