In today’s digital & social marketing age, traditional medias and advertising are beginning to see a gradual decrease in popularity. Super expensive million dollars traditional ads and time consuming strategies are no longer as effective as before compare to creative, viral and zero cost Youtube video which can attract millions or billions of eyeball in less than a week.
What it means to you, the new age marketer, is that, creativity is much more important than having a million dollar marketing budget.
Here are 7 endangered marketing strategies that may not have the “magic” it once has in the past.
1. TV Commercials
In the past, companies which have many commercials in TV medias can influence and control the entire consumer market. Big companies thus made use of their huge ad budgets and influence the bulk of their targeted audiences through TVs. However, it is not as cost effective today; CMOs could spend millions of dollars on a TV ad, however, they are not able to measure its effectiveness. There are too many TV channels competing with one another today for the attention. Smart consumers can easily tell if the ad is real or unreal to them.
Remember the days when I was a telemarketer selling credit cards on the phone, I need to sell half of my 15 cards target a day before lunchtime, if not I cannot go for my lunch. If I am not able to hit my quota, I will have to stay from 9am to 9pm every single day. It was devastating, tired, and most of all frustrating due to the scoldings from the prospect over the phone, the high number of call rejects as well as the pressurized selling environment at the workplace.
Telesales is no longer effective. It interrupts the potential customers’ privacy. It creates frustration. It is time wasting and cost a lot for the advertiser. In short, telesales is like spamming and it will bring down the advertiser’s reputation.
3. Print Media
Don’t feel excited and hopeful about your $15,000 full page advertisement on mainstream weekend newspaper. Or even your front page ad on magazine covers that cost you thousands of dollars. Paid advertisements on print media are no longer effective as before. Firstly, you can’t measure accurately that 100% or even 5% of the 50,000 monthly magazine readership or the 500,000 newspaper’s subscribers can focus deadly on your advertisement and buy your products. Newspaper of yesterday will long be forgotten and there goes your marketing dollars. Thirdly, the person who did noticed your ad, will skim through it as he or she may not need your services at the moment.
4. Roadshows & Direct Canvassing
Roadshows are expensive and just like telemarketing, it interrupts. Your prospects will see you from far, and they tend to “detour” from you before you even get near to them. You will bumped into many types of prospects; if you are lucky, you will get the right one. If you are not lucky, that’s too bad. You will waste the time standing in the hot sun, hoping to get that super deal in the crowds. Road shows effectiveness is based purely on hope and luck. You will never what you gonna get. So where’s the measurement for your marketing?
Flyers are pieces of cards and paper ads distributed to mail boxes or to a passer-by on the street. I used distributes flyers for my dad 2nd hand golf shop to landed homes in most areas of Singapore. Well, one thing I can admit the benefits of distributing flyers is that it makes me fitter and tanner as a result. But does it help the growth in my dad’s business? Well probably, out of every 20,000 flyers I spent almost 15 days to distribute, I got about 15 phone calls, and maybe about 4 sales. Yes, another time waster.
6. Outdoor Ads and Banners
Your company may invest hundreds of thousands of marketing dollars on outdoor banners, billboards, poster ads on train stations, trains, shopping malls, bus stops, buses and many possible outdoor areas you could possibly imagine. You may think that you have done your job, and prospects will come knocking on your door instantly. However, the truth is far from what you hope. This is because outdoor ads are hard to catch the attention of passer-bys, and your ad is also competing tons of other companies ads.
7. Directory and Phone Books
In the past decades, directories and phone books are one of the most cost effective and popular advertising mediums. Whenever someone is looking for a service or product, they will go and search the phone directory. Companies with most prominent ads on the directories will usually have relatively good response. However, the time has passed. Today people will just goggle for something that they are looking for. A directory has a new use today, it can be used as a support for a ‘unbalanced’ table. No one is going to look at the directory. Yet today, we still see companies spending thousands of ad dollars here.
These 7 endangered marketing strategies will soon lose its effect as the world continues to advance into the digital social media age.