The End of Traditional Marketing

Paid, owned and earned media. Those three words, often shortened to “POE,” have bounced around for years. And, like the contemplations of communication theorist Marshall McLuhan, they have taken on new meaning with the collision of traditional and digital marketing strategies.

In 2009 Forrester issued a report that outlined the world of interactive marketers in the digital space. Since then the volume of “conversation” has increased dramatically over the entire social landscape — to the tune of BILLIONS of posts each year.

The effect of this growth is far more than a dramatic increase in possible consumer touch points and increasing consumer participation in social media. It’s about the death of traditional marketing. And, ultimately, it’s about using social media analysis to make your spending more efficient in both digital and traditional media.

Social data analysis can help you improve media strategies and spending because it can reveal new ways to prioritize, sequence and invest in POE. Done properly, social data analysis can help you make your million-dollar media budget perform like a million-five, two million or more.

And that’s the point Forrester was making in its report: measuring earned media and shifting resources from paid to owned media is what will empower your brand in today’s world – not hanging on to traditional media planning and buying strategies.

2 comments to The End of Traditional Marketing

  • Stu

    Good thought provoking piece. There’ll be an end for sure to traditional marketing. But even McLuhan said that new technologies do not replace old ones, they just force the old ones into new roles. So traditional marketing is for sure dying, but it’ll be a good long while yet before it’s actually dead.

  • Good points. Yes the end of traditional media planning and buying. but not the end of traditional marketing. Core marketing skills of understanding the customer, what he/she is trying to accomplish, how your product/service fits, what alternatives the customer has, the cost and value justification in the customers eyes, etc are needed more than ever. We’ve got expanded ways of getting and processing and testing information about customers…it’s more; it’s not gone.

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