In the late ’60s, Virginia Slim cigarette ads used the saying: “You’ve come a long way, baby!” I don’t think there’s a more targeted saying that could be used to describe marketing as we know it today….from even just a few years ago.
Traditional marketing meant direct mailers, print ads in magazines and telephone books, radio and TV ads, even billboards to reach viewers and potential new patients. But the problem with traditional marketing is as people have become better at blocking these traditional messages, traditional marketing has become less effective.
Let’s take a walk back in time a few years ago to get a better picture of Then and Now:
1. Then: An employer could purchase a “targeted” e-mail list of names for sending newsletters and special offers.
Now: Spam filters are used extensively plus marketer’s are limited by the National Canned Spam Act from sending “unsolicited messages”
2. Then: Sending out direct mailers to large lists of purchased names for a specific area
Now: Peoples mail boxes are full of junk mail and the mailers rarely make it past the trash can
3. Then: Specific trade publications had a large subscriber readership for reading your ad
Now: Publications are losing subscribers, laying off staff , and in some cases have stopped publication or scaled back their issues
4. Then: Businesses hired telemarketing firms for business solicitation
Now: Caller ID has become a standard feature on home, work, and even cell phones plus more and more people are adding their numbers to the national Do Not Call Registry making it more and more difficult for even the best of trained telesales reps.
5. Then: Radio and TV advertisements in cars and homes were almost guaranteed to generate results
Now: Commercial free channels and programs like Sirius radio, DVR’s and TiVo, DVD’s, MP3, iPods and iTunes has dramatically limited radio and TV effectiveness in advertising.
6. Then: Trade Shows were great for reaching the business audience and came with high “booth” rental fees
Now: Trade shows today have seen a huge decline in their attendees due to airline and hotel fees and lost production if the practice or business had to close while attending the trade show, causing many shows to scale back or to go out of business.
7. Then: The effectiveness of your marketing for the most part was measured by the amount of money you were able to afford to spend on your advertising budget. But even the “big guys” ads were static in nature, meaning no contact, no engaging, no information exchanged, and no relationship formed. Once placed they just sat there until they expired or they were renewed.
Now: Today people are tired of the barrage of marketing messages and are very good at deleting, trashing, and blocking traditional marketing, which is also changing. However, with social media marketing you no longer have to spend vast amounts of money for advertising to reach your target market. With social media, you build your online communities, you build relationships with your followers, and there IS contact and engaging conversation, information IS exchanged, and relationships ARE formed and the good part is….it’s working for you and your business 24/7 – 365! You really have come a long way, baby!
Consumer shopping has totally changed from Then! Is your marketing ready for social media Now?
Livvie Matthews, Dental Social Media Consultant and Coach, provides “how to’s” on Internet marketing and social media networking for dental professionals who want to keep it simple and easy to understand. Free 8 day Social Media eCourse delivered immediately to your inbox http://bit.ly/dQEZof Visit http://www.SimpleSocialMedia.TV Contact Livvie: Livvie@simplesocialmedia.tv
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Last modified: February 7, 2012