There is a lot of great marketing going on in both traditional and digital marketing disciplines, but people tend to stick to their own camp — either you are an old-school traditional marketer, obsessed with metrics and controlling the conversation, or you are a new-school marketer, putting up flashy social media campaigns and blowing past the old, boring techniques of the past. Here’s the deal, though — in this new marketing landscape, it’s no longer enough to be one or the other. It’s essential to become what we call a TraDigital Marketer, pairing traditional and digital methodologies to build something new and powerful.
So this blog is for you, traditional marketer that wants to learn more about new marketing techniques put into a context that should be easy to pick up for someone familiar with old-school traditional marketing techniques. You can stay relevant in this new economy. New marketer who may be interested in some nuggets of ancient marketing wisdom, well TraDigital Marketing is for you too. You can become more grounded in business concepts that broaden your marketability Let me tell you how:
For Traditional Marketers
The more I study current marketing techniques, the more relevant I see the experience we have as Traditional marketers is. Concepts such as marketing for consultative sales reps is very in demand. BANT is still relevant to the sales reps. Inbound marketing is a deepening of what we used to call pull marketing (now married to current technology capabilities). So many of the concepts I studied in HubSpot’s inbound marketing certification was stuff I had heard before, peppered with a new philosophy. It’s a whole lot less mysterious than I thought it would be.
If you are like me, a corporate marketing expert trying to bring myself up to speed on all new technologies and overcome decades of legacy internal sales and marketing processes at your company, the numbers and ROI are there and it all makes perfect sense. If only you could get your legacy CMO to pull their head out of “the good old days” just long enough to see the world has changed and their methods have not.
I cannot tell you how many business owners I talk to that are desperately trying to re-swizzle and double down on their outbound efforts. They keep getting less results, their teams are more discouraged trying to cold call or spam people that just keep getting less and less patient with them.
Remember “pull marketing” vs. “push marketing” techniques that we all studied and mastered a decade ago? Then remember “marketing for the consultative sales rep” studies we all started about the same time? Well, just take all the cool technology available today and apply those concepts to it and you pretty much have what HubSpot and others are calling “Inbound” marketing today. There are a lot of easy to use tools to help you get there. Think about how much effort your teenage kid will put into learning a new app. Well that’s the target market for these new apps, so how hard do you think it is going to be to pick it up? Not hard at all!
Like most of us, we can list old courses taken or old technology used, speak to a plethora of examples of relevant experience, but the next round of job interview questioning involves the names of current applications they use that they want the next marketing person to be experienced in. Those questions stopped me cold every time.
I did not recognize even the names of most of the applications they are asking for me to know. To make myself relevant again, I have spent the last two months studying applications, downloading free trials, and obtaining new certs. I will take you along on that journey and continue to report in how my job search is progressing to hopefully help other old school marketers shave months off their search by preparing beforehand, before you actually need it. Of course we should all be staying on top of this stuff anyway, but if you are reading this I imagine you are a fellow marketer who wants to read about this stuff.
For digital/Inbound/social media marketers
You are on the cutting edge, you know the hottest applications and you make it all look great. That’s awesome! That said, I too often see splashy new media marketing folks who don’t understand essential marketing and business concepts. You can throw a lot of gorgeous stuff out there and get literally no response. Or you can get a great response and miss it, because you aren’t checking metrics or don’t understand setting up KPIs (key performance indicators) or tracking ROI (return on investment). Okay, there is a lot of good stuff, great stories, and “foundations of marketing stuff” to be learned from traditional marketing. Pairing what you know with traditional marketing knowledge will make you formidable. A true TraDigital Marketer is priceless in the new marketing landscape.
There are many lessons to be learned from other’s mistakes, or the grey areas between push and pull marketing. You have the benefit of new tools and better methodologies, but when it gets messy that is where traditional marketing techniques can help. There were books, seminars, trainings, and analysis that laid the groundwork for the new sales and marketing models that are every bit as relevant and useful for filling gaps today as they were 10-15 years ago.
In future blogs, I will list my favorite traditional marketing resources, along with the modern marketing concepts they were laying the groundwork for. Also, feel free to help a marketer out. If you have firsthand experience regarding anything I am struggling with in this forum, please speak up. I am doing my best to take something new to me and make it comfortable for others to learn from. I am sure any traditional marketer reading this blog would welcome your insights and perspective as well.