During the last years and especially after the emergence of social networks and social media, there are many who believe that consumers are “turning off” the traditional marketing.
Many companies over the past twelve months have made significant investments in digital marketing, in fact investment in search marketing advertising during this period showed an increase of 10%. Growth has also been experienced in other sectors of digital marketing and mobile marketing and advertising in media and social networks.
Experts and analysts believe that every day more companies that spend and increase its resources and investments into the market for digital marketing at the expense of traditional marketing channels.
Karin von Abrams, remarketer analyst, highlighted in this sense that “the current web and internet environment, have taken a leading role within the marketing strategies of most brands.”
However, instead of excluding traditional marketing activities in the promotion and marketing processes, companies should use both conventional and digital media as part of a mix of strategies.
In this sense, the DMA Kevin Dandy suggests that digital marketing is most effective when used in conjunction with the methods and conventional marketing strategies as their own discretion “no channel is better than another.”
Other industry experts however believe that today’s consumers are not kept on the sidelines of the impact and reach of traditional marketing strategies, but they are certainly more and more immune to the actions that they merely display a message intended consumer nor are those who only take place through new social media.
In this regard, companies should know how to choose what type of platforms and use strategies to win the kind of consumers who are looking for, since some will be of interest to some people than for others.
It’s something that matches Aldighieri Rachel, public relations manager at the DMA who believes that “a marketing strategy that has clearly defined its target audience and use the most appropriate channel or combinations of different channels to reach consumers with a personalized message with which to capture their attention “is much more effective and attractive to the users and consumers.
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