Traditional way of marketing

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I think it is worth of looking back how traditional way of marketing used to work. Some of the concept is still useful to apply and I am still using some aspect of it. Also, it is important to understand how marketing has been evolving because it is critical to understand the trend of the marketing for present and future. If you want to understand the future, you would need to understand not only present, but past as well and connect everything together.

 

Based on that perspective, let’s look at the very basic of marketing technique that traditional marketer used to apply.

 

The online market has become too fragmented in the most recent years. First there’s email marketing, forum marketing, search marketing, and social media marketing. Then social media marketing started having popular niche websites like Pinterest for arts, lifestyle, DIY; Flickr for photographers, Twitter for many professionals and Google + for programmers and technical people. Then there came mobile marketing. Then came social media marketing on mobile (ie Instagram, Facebook, Twitter, Youtube). So in the mix of which device, which platform, which social network to use, many new business owners find it hard to answer the question: What is the best online strategy for my new local business? Let’s look for the answer from the basic marketing way of thinking.

Instead of giving a one-size fits all solution, I’ve listed down some guide questions:

1. What is your target market? Define it well:
– demographics
– characteristics
– aspirations

2. What is your primary goal?
– website traffic
– brand awareness
– sales
– leads generation

3. What traditional marketing method works for you now?
– location
– word of mouth
– telemarketing
– social events/conferences/expos
* These traditional methods have online equivalents.

4. What is your value proposition? What sets you apart from your competitors?

Once you have a good idea of the answers to these questions, it’s time to examine the online platforms to see which matches your answers.

Let’s take the example of a boutique bakery (new business).

1. What is your target market? Define it well:
– demographics – 25-45 year olds, living within 20 km radius from my shop, I live in the city
– characteristics – artsy, very feminine, makes at least 35000/yr
– aspirations – beauty, elegance, attention

2. What is your primary goal? Choose one.
– website traffic – no website yet
– brand awareness – YES
– sales – (2nd)
– leads generation – (3rd)

3. What traditional marketing method works for you now?
– location
– word of mouth –  I get a lot of referrals
– telemarketing
– social events/conferences/expos
* These traditional methods have online equivalents.

4. What is your value proposition? What sets you apart from your competitors?
My designs are the best in my area.

For this specific context, I would suggest:

Instagram and Facebook

These companies are integrated and both have paid advertising options.
Our designer baker needs to take photos of her shop, her working space, her creations and customer feedback and post these on Ig and shared on Fb.
Then create promotions via paid advertising.
Instagram is a photo sharing website which allows our baker to show case her work.

Start here.

Once these 2 channels are established, we can move on with creating strategies for the 2nd and 3rd goals.

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Yuzuru Ishikawa   Yuzuru Ishikawa

   Founder of Globalcube Marketing

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