Kotler (2002) clarifies that when marketing for galleries, it is vital to characterize the target market and market to them correctly, utilizing the correct tools to suit that market. These tools can originate from either the traditional or non traditional fields. According to Perreault et al, a target market is accomplished through market division and by utilizing proper instruments or potentially channels to communicate with that group. Also, each market objectives need to be tended to in various courses all together for an advertising to be effective.
Traditional Marketing correspondences applies to older media such as television, newspapers, radio, magazines etc. These types of traditional marketing can be extensive and have a life expectancy that is effectively defined. According to Gibson & Neilson 2000, on the off chance that life expectancy of the marketing media is short, it perhaps most appropriate for an once off event. Getz 2012 has exhorted utilizing traditional marketing communication is a tool to reach an entire mass. Traditional Marketing has a better outwardly engaging, nostalgic and more noteworthy aspects. According to Blakeman 2014, magazine has a longest life span in any forms of traditional tools because it could be easily passed around hand to hand and people can simply read it in the office or while sitting down. Thus, newspapers are very effective because it could be picked up or left in a commute and being picked up for another public passenger to read.
Non Traditional Marketing has conveyed numerous opportunities through digital marketing such as social media, grassroots, guerrilla etc. According to Chaffey & Smith 2014, it is very overwhelming on how much marketers would now be able to do with using digital marketing methods and the rates has increased in both quantifiability and financially. Purreault et al 2013 explains that digital marketing are stronger and in depth analysis of Customer Relationship Management that was impractical before the development in non traditional strategies. According to Busch 2015 and Kapko 2016, they potray programmatic marketing as living marketing which is a digital form of marketing that could be utilized on the web and in DOOH (Digital out of Home). It could change itself based on its predetermined factors, for example, climates, time, sound and touch. It can likewise be automated which depends on the factors recorded as to meet the demands of the buyer and marketers.
Whether you’re into social media monitoring or not, learning the difference between traditional and non-traditional research marketing can increase the chances of a successful campaign. Your intuition and good instincts have certainly played a role in knowing what your customers want. Unfortunately, your gut feelings about your customers’ preferences and needs are not always on track. Failed or minimally successful marketing campaigns happen to every business professional.In the world of marketing, staying in stride with your competitors often isn’t enough to gain momentum and success. Many companies are stuck in the sales and marketing playbook from twenty years ago—still relying on expensive direct mailers, print catalogs, billboard ads, TV spots, spammy emails, and cold calling campaigns. The problem with these methods is that consumers have gotten really good at ignoring all of these push tactics from companies. From ad blockers to DVRs, your customers are telling you that they don’t want pushy ads.
Non-traditional marketing is any unconventional, strategic marketing program, activity or tactic that uses uncommon methods to reach a target audience in a new way. Because marketing is constantly changing, the tactics that are considered “non-traditional” will continue to evolve over time.
A report which is written by Mckinsey & Company 2016 says that by next year 2019, non traditional marketing will be a dominate source in marketing spend. As mentioned, DOOH is widely introduced. It is where the traditional and non traditional medias interlink. However, according to Taylor 2015 predicts that by year 2020 all traditional space in major cities will be replaced by digital media. An online marketing can target its audiences in direct way that could not be used when doing it through traditional strategy. However this only works for the younger generation and does not apply to other platforms. According to a 8020s report, it stated that only 52% users in Ireland online users are under the age of 35.
Based on Katz 2008 and Kotler et al 2008, they recommended that traditional channels were most appropriate for reaching entire populace however, they expressed that it is not financially feasible to constantly use traditional channel expect if they are supported through sponsorship.
Both Smith (2015) and Ellis (2011) discuss media fragmentation, a term that is used to explain how a consumer is on many different platforms at any one time. This multitasking lifestyle is growing and being present across multiple platforms both, traditional and non-traditional is key to the successful growth in a modern organisation (Blakeman, 2014).
Both forms of marketing communications serve their purpose for their desired markets. Whether it is traditional or non-traditional, each one has its own financial costs and potential audience associated with it. How to utilise these media for target marketing in events, is not studied enough and how marketing communications can target the same audience on different mediums. In order for an event to be run well and sell out successfully, it needs to be marketed well and in an appropriate way.
Rothschild (2012) discussed the changing landscape in marketing events and how it would impact sporting events. The research suggests that no media will displace another as they are complimentary, an additional tool to help event organisations market their event. The findings suggest that marketers use both forms of media but they did not always coexist together. Some interviewees would market an event using both forms of marketing communications but not deploying a consistent message across them, which leads to their ineffectiveness.
Gordan Geraghty & Ann T. Conway (2016). “The Study of Traditional and Non Traditional Marketing Communications: Target Marketing in the Events Sector.”
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