India is at the brink of digital transformation. So, traditional marketing is dead.
This can’t be any further from the truth.
Traditional marketing has its own disadvantages: It is costlier. It isn’t measurable. It doesn’t connect with customers. It is harder to target and sub-segment digital.
The biggest issue is that traditional marketing is losing audience. Covid and Lockdowns has boosted the use of online platforms in India. People consider this to have sounded the death knell for traditional marketing.
That is only partially true.
Event marketing, referral marketing, outdoor marketing & print marketing are still alive and kicking.
Studies suggest that television is more credible than the Internet to convey news. And average daily television consumption is at 3 hours 23 minutes in 2022. This is almost 68% of the total time spent online.
Amazon is synonymous with online retail around the world. Yet, Amazon is the second biggest advertiser on Television. Joining Amazon among the 10 biggest advertisers on television is Rummycircle, which is an online game.
Penetration of television is low but increasing in India. It is still one of the dream products of many households, esp. in North India. So, it is impossible to write off broadcast marketing any time soon.
After lockdowns, people are returning to their offices. This means more commuting. So, hoardings and other display advertisements are becoming important.
People are itching to get out of their homes and party. Many already have. Events are back in town.
People are spending more time online and with their gadgets. Time spent by people on social media is increasing and screen time has shot through the roof. But the question is where are people looking when they are not looking at their screens? That’s where traditional marketing plays a role.
Some disadvantages of traditional marketing cannot be overcome, at least for now. That doesn’t mean Traditional Marketing is dead or is dying. It means that Digital marketing has come to prominence.
Unless or until the whole human experience is captured in an online world (mandatory Meta reference), there will be a role for traditional marketing.
You need to see which works for your business better and optimize your marketing mix.
Let us know your thoughts on the future of traditional marketing.
