The rise of e-commerce has seen the emergence of digital marketing and online advertising such as we have never seen before. However, there are various forms of traditional advertising and marketing that have remained essential for those e-commerce initiatives that intend to make a global impact. It’s a strange juxtaposition to be able to discuss and examine as internet businesses look at traditional forms of advertising to grow their market share.
Who needs to be informed of the offerings online
Most people have access to the internet and are prepared to use it for shopping, education, communication, and the sharing of information and entertainment. The marketing process has been predominantly online, and it is for this reason that this article argues that there needs to be other means of growing the online audience and clientele. Those who are already online are the self-same people that will be targeted by any online advertising and marketing, and thus there has been a realization that it is those that are not necessarily online and who don’t have an online presence that need to be informed about the various online offerings and business opportunities.
Traditional marketing that is being used to grow the online market
The fact that many people still listen to the radio (albeit digital and online streamed radio), watch television and read newspapers, travel to work in the normal way, and are subject to all the traditional forms of advertising that there are means that these channels are still viable and should be used to reach a wider audience. The main formats used are discussed below.
Billboards and posters:- The visual message that can be transmitted using oversized billboards and digital posters that have been strategically placed has proven to be one of the best ways to increase our online audience and visitors.
Radio:– Radio may have gone digital and is now streamed over the internet, but an example such as the Howard Stern show advertisers to over a million listeners a day shows these are numbers that should not be ignored, making radio advertising one of the top requirements for those wishing to grow their online audience.
Traditional advertising data and markers:- Using the demographics such as age and location to target an audience and then looking to establish their interests and lifestyle choices is a traditional form of data analysis for marketing that has been used in both digital and traditional marketing to establish clear details about the audience reached and to plan how to target these groups.
E-commerce may be the biggest form of business growth that we have seen over the last few decades, and the associated forms of advertising and marketing have also changed to suit the wholesale movement of shops and shoppers into the online space. However, in conclusion, it is clear that there are some forms of traditional marketing and advertising principles and practices that are still essential for an e-commerce concern to grow its audience and branch out into new markets.