The New Media-Old Media Generation Gap

With so much emphasis on digital marketing in recent years, it seems that many marketers are forgetting that there are still effective traditional marketing channels, and perhaps even more importantly, traditional marketing processes that still work.  The healthiest marketing approach is to take a holistic view, considering whatever combination of traditional and e-marketing tactics that provide the best results for a particular situation. In other words, we should not limit our marketing strategy to only e-marketing, or only traditional marketing, as an integrated marketing approach will likely produce better overall results.

Perhaps part of the reason why today’s marketers often ignore traditional marketing activities is generational. Young marketers often get the assignments within a firm to focus on the new/digital/social media activities – after all, they know how to do this stuff better than the older guys. Some of this is fine, as there are certainly positive results available in the ever-changing online digital world. However, if the digital focus is exclusive, many businesses will not realize their full potential. Further, if young marketers are not exposed to the tried and true marketing principles, they may excel as technology experts, but miss the opportunity to effectively connect with and engage their targeted audiences.  

One symptom of a marketing strategy focused exclusively on e-marketing, being driven without the benefit of strong marketing principles, is the large volume of marketing messages we all now receive from various digital channels that have absolutely nothing to do with our areas of interest as a consumer. It often appears that there is singular focus on executing digital technology and pushing out communications instead of meeting the needs of the potential customer. Without a strong understanding of the traditional marketing strategies that were required for effective use of the old school media, including basics like effective audience segmentation, buying cycles, messaging and offer – many may be reached – but few will buy.

Print, direct mail, broadcast and trade/event shows are all still viable marketing options and should be considered as part of a integrated marketing strategy – only now with the enhancements of including information that drives targeted consumers to the firm’s digital resources, perhaps with URLs and QR codes, for example. On the other hand, we older marketers cannot fail to adapt and adopt new digital media as an important part of our marketing toolbox. There is no need to limit ourselves, regardless of our generation. With a holistic marketing perspective, we can see and take advantage of the best of the old and new!