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Analog Marketing Strategies for a Digital World
Scott Yates / CRM Buyer / September 4, 2013
Back in the days when marketing meant “going to market,” sales success was about location: the best street corner for your market stall, or the best intersection in town to set up your wares. Now, with many products and services, the entire world is your location. Getting noticed is not about where your company has its business, but about how it gets found in Internet searches.
Do you remember walking by telephone poles at downtown intersections 10 or 20 years ago and seeing them covered in fliers, placards and notices? If it was a really popular intersection, there were probably several layers of paper pinned, tacked, taped and stapled on top of each other.
If the telephone pole was wooden, you could see generations of old staples and tacks still biting deep into the wood, years after the fliers they originally held had been ripped down, blown away or covered over.
These days there’s a lot less of that. People no longer view busy intersections as part of their marketing strategies, and advertisers of all stripes have found the Internet and social media to be much more fertile ground for their marketing energy.
This does not mean, however, that the strategies underlying past advertising campaigns are irrelevant in the Internet age. In fact, if we look deeper, we can see how many of the old analog marketing approaches are still relevant for a digital world.
Think for a moment about the types of advertisements and notices that once were typically placed on those telephone poles. Notices for yard and garage sales were common; many (though not all) of those have migrated to Craigslist and eBay. Tear-off notices for yoga classes and landscaping services have been replaced by websites for myriad small businesses. Appearances for local and traveling musical groups are now advertised on those groups’ websites and heavily marketed online by the venues hosting them.
The need to get the word out about your product or service is as old as business itself. Only the means to that end have changed.