Traditional Marketing vs. Evolution

Traditional marketing is when I am listening radio news and I am not exactly anxious to reevaluate my choice for margarine. I am certainly not the only one. Today’s consumer is fighting against traditional marketing with his or her iPod and remote control. People have learned to avoid marketing – or worse, to hate it. This is not merely “because they are being spammed everywhere, from urinals to pizza boxes,” as Bob Gilbreath said in his seminal book, The next evolution of marketing. It’s because most traditional advertising is meaningless.
The keyword for modern marketing is creativity. Create a marketing approach that means something! When marketing is meaningful, people choose to engage in an exchange that they perceive as valuable. This engagement is only the beginning, as American experts say.
How can we translate that for Romania? I think we should start by having a look at advertisments for magazines; they are identical for business magazines as for lifestyle ones, as well as humorous radio spots, logos and so on. It is time to put our creativity to work and to develop adverts and marketing strategies that bring something innovative and compelling to the consumer. Make people fall in love with your ad and then they will consider trying your product or service – and who knows, maybe they love it, too.