Marketing? But which one?
Before we tell you more about marketing itself, let’s start with a few words of introduction.
The popularization of the Internet has influenced almost every part of life – that much is obvious. Shopping, education, communication… Our industry has been no exception. The breakthrough in marketing – caused by the Internet – could be called a revolution.
THE POWER OF THE INTERNET
As it turned out, to marketer’s everyday, well-known work (you know – writing ads for a newspaper, commissioning research, creating TV spots and so on) a new force has been added. The Internet has presented itself as an unfamiliar, dynamic and unpredictable. Madness! On top of that, quite quickly it has become a true power. “If you’re not online – you don’t exist”. Exactly.
The strength of the Internet quickly made itself noticeable.
MARKETING ONLINE AND OFFLINE
Instantly, marketing has been divided into two branches. “Old” marketing, existing methods of work, along with “traditional” communication channels has been referred to as offline marketing. The Internet, in turn, has become a separate reality, full of new, exciting tools. All promotional activities carried out on the web have been described as online marketing.
THE EFFECTS OF THE DIVIDE
Ok, but what does it all mean? – you’ll ask. Well, quite a lot. The split of marketing has affected the development of new teaching trends, tools, ways to reach the client, persuade him and talk to him. New specializations and professions have appeared – 10 or 15 years ago seen as pure sci-fi. At last – budgets. The stream of money has flown in a new direction and the market reacted swiftly. Everywhere, the rise of the agencies specializing in the “new media” marketing, could be seen.
Marketing faced quite a challenge.
THE FUSION OF BOTH MARKETING TRENDS
In the beginning, the marketers of both worlds have been looking at each other with distrust. The rumours about “quick death of traditional media” haven’t come true, just as the ones telling that “new media is a trend that will end soon”. Quickly enough they have realized that key to the success is connecting the possibilities that come with both “realities”. Online and offline marketing together, complementing each other, is a new quality that can bring extraordinary results.
The best solution seems to be the fusion of both marketing worlds.
We also firmly believe in that. And about this topic, we’re going to write in the next episodes. We hope you’ll stick around.