Non-Traditional Marketing
Nontraditional marketing requires thinking outside the box. Simply put, yesterday’s marketing tactics just don’t work like they used to. This is a universal problem and all marketers are facing related challenges. There are many different phenomena to blame this on, from consumers’ attention shifting to online media, to a general cultural numbness to marketing due to an over saturation of marketing messages. Whatever reason you choose to accept, the result is undeniable for financial marketers—last year’s marketing plan isn’t going to cut it this year.
Some marketers will continue to try the same tactics, expecting different results. They think recent years with less marketing success are just flukes. Others will stop denying the changing marketing climate; in fact they will embrace it. And they will embrace it by integrating non-traditional marketing tactics into their marketing arsenal.
Non-traditional marketing is becoming increasingly important and valuable to marketers struggling to regain marketing momentum they may have lost in recent years.
There are many benefits to non-traditional marketing, including:
- It reverses decades of stereotypically one-dimensional, non-fun, non-human experience
- Tactics that are surprising, attention-grabbing and memorable go a long way
- Today’s customer doesn’t want to feel like they just got sold something. They are much too smart and have limited time so an advertisement and/or additional information will provide the details and convenience that they need.
- Non-traditional marketing generates a buzz and sparks ideas and ideas are easy to latch on to and build upon
- Unlike a newspaper or magazine, non-traditional marketing doesn’t wait for a consumer to pick it up. It “picks up the consumer” and on their turf!
- Tactics are typically less expensive than traditional marketing
