Читать книгу Secrets of Advertising to Gen Y Consumers - Aiden Livingston - Страница 5

Most regard traditional marketing with the reverence you would grant a religion, as though it has been around forever and will continue on unchanged well into the future. The truth is traditional marketing techniques most advertisers rely on have only really been in practice for less then 100 years, with a majority of the practice having only been standardized and perfected within the last 50 years. Perhaps since people tend to mistakenly believe that traditional advertising has existed for so long, they are likely to cling to the principles of traditional advertising when crafting their marketing campaigns and budgets.

However, Gen Y is all but immune to many of these traditional techniques. To actually reach Gen Y, companies must use new and innovative techniques. In many ways the rise of these traditional marketing methods from obscurity to the golden standards is being mirrored by the rise of modern advertising techniques. So it is important to learn the history of traditional marketing, if you are to understand why and how advertising will change in the future.

What is traditional marketing? Essentially, traditional marketing is paid ads being shown on billboards, in newspapers, in magazines, or in catalogs. Paid ads can also be aired between programs on television and on the radio. When you hear it put in plain English, it is almost remarkable how uncreative and unexciting the traditional advertising model sounds. Especially since most people in the advertising industry pride themselves on being creative people, but let’s face it: Following this format is about as creative as throwing a sheet over yourself on Hallowe’en and going as a ghost.

It is also important to note with all the formats listed in this chapter as traditional marketing, virtually none of them have any chance at reaching a member of Gen Y.