Marketing Approaches

Chapter 1 Lesson 3
Franciz M. Panganiban
 Objectives
1. Identify the traditional and contemporary approaches to
marketing
2. Differentiate between traditional and contemporary
marketing approaches
3. Appreciate the pros and cons of the various marketing
approaches
Categorize which method do you consider old and
which is new.

Movie theater Brochures Radio Phone calls

Referral Phone ads Television Newspapers
Catalogs Newsletters Postcards Affiliate
Email Fliers Inbound Content
Magazines Video Mail Business Events
 Traditional Approaches
to Marketing

• refers to the conventional methods of marketing

used ever since the concept of advertisements or
marketing came into existence.
• It focuses on selling the products or services
Traditional Approaches to Marketing:
Telling customers and making a sale
1. Print marketing (especially newspapers and magazines).
2. Broadcast marketing (especially radio and TV, which
featured their first commercials in 1920 and 1941,
respectively).
3. Direct mail marketing (with one of the earliest and most
beloved examples being the Sears catalog, whose debut
issue was mailed to consumers in 1888).*
4. Telephone marketing (which, over time, came to be known
as telemarketing, i.e. phone advertisement or request calls).
Traditional Approaches to Marketing
Examples
1. Print marketing (use of newspapers, magazines, brochures,
flyers, catalogs, billboards).
2. Broadcast marketing (advertisement over the radio, TV,
movie theaters)
3. Direct mail marketing (sending of all types of print media to
customers by mail, like flyers or brochures sealed in an
envelope)
4. Telephone marketing (known as telemarketing, like phone
advertisement, request calls, cold calling).
Contemporary Approaches
to Marketing

• refers to marketing strategies that are consumer-

focused/ customer-centric (focuses on customer
satisfaction)
• offering products and services based on what the
target market desires rather than what the company
wants them to have
• uses digital or internet marketing
 Contemporary Marketing Approaches

a type of marketing based on 1. Email marketing

the distribution of messages
through emails.

a type of marketing where an

individual or customer pleased 2. Referral marketing
with the results gotten from a
product refers the product to
another person.
 Contemporary Marketing Approaches

type of internet marketing where

a third party promotes a product 3. Affiliate marketing
and earns commission from
every sale made

interactive types of online 4. Video marketing

marketing and can prove to be a
great way to raise awareness
about a business or product
 Contemporary Marketing Approaches

a very powerful contemporary

marketing strategy that focuses on 5. Inbound marketing
different tactics to draw consumers
in and convince them to buy goods

a subset of inbound mktg. focused 6. Content marketing

on creating and distributing valuable,
relevant content to attract and retain
a clearly defined audience
 Contemporary Marketing Approaches

concerned with increasing a 7. Search engine

business’ visibility and rankings on optimization
search engine result pages

advertising presented on search engine

result pages or web pages where the 8. Pay per Click advertising
advertiser is only charged based on the
number of times someone clicks on the ads
to go to the advertiser's website.
Advantages of Traditional Marketing

?
1. easily reach to your targeted local customers
2. materials can be kept
3. easy to understand
Disadvantages of Traditional Marketing

?
1. There is very little interaction between the medium
used and the customers.
2. Very costly especially print or radio advertisements
3. Results cannot be easily measured
 Advantages of Contemporary Marketing
• Targets local and international audiences
• Audience can choose how they want to receive your
content
• Interaction with your audience is possible
• Digital marketing is cost-efficient
• Data and results are easily recorded
• Real time results
• Brand Development
Comparison
Activity: Class Debate
Which is better?

Traditional vs. Contemporary

Marketing Marketing
Generalization
Traditional marketing focuses on
making the company happy.

Contemporary marketing focuses on

making the customer happy.
Post-lesson#1
Categorize the ff. marketing approaches into
Traditional and Contemporary

1. Movie theater 6. Brochures 11. Radio 16. Phone calls

2. Referral 7. Phone ads 12. Television 17. Newspapers
3. Catalogs 8. Newsletters 13. Postcards 18. Affiliate
4. Email 9. Fliers 14. Inbound mktg. 19. Content mktg.
5. Magazines 10. Video 15. Mail 20. Business Events
References
1. Buckland, Tom (2018) What is Traditional Marketing at https://www.quora.com/What-is-
traditional-marketing
2. Rai, Sheetal (2018) What is traditional and modern marketing? (pros and cons)
3. https://www.marketing-schools.org/types-of-marketing/traditional-marketing.html
4. https://www.quora.com/What-is-traditional-and-modern-marketing
5. https://www.letslearnfinance.com/difference-traditional-marketing-modern-marketing.html
6. Definition of Contemporary marketing http://blog.ubrik.com/types-of-marketing