Why the Rules of Old-School Marketing Still Apply to New Media

Posted by: Today's Tip Contributor on April 22, 2011

With two teenagers at home, I hear the terms "old school" and "out of touch" more often than I care to tell you. But being old school isn’t always bad when basic principles that we know work well can be married to new ways of communicating.

Old school here refers to the use of traditional market research techniques to make sure you understand why customers buy from you (your unique value proposition) and which methods they prefer to use to communicate with you. If you do your homework and profile your customers using traditional methods, you will know which tactics (i.e., direct mail, in-person, social media) will make the greatest impact before you spend time and money on deploying them.

It’s common for businesses to want to use the latest techniques simply because they think they need to stay current, or fear that they’ll be seen as old-fashioned and risk losing out to competitors. However, when these new tools are applied to an audience who doesn’t use them, it is potentially a recipe for disaster.

Beth Goldstein
President
Marketing Edge Consulting Group
Boston

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