Marketing soothsayers are making predictions again. This time it is about the death of "traditional marketing". By erroneously and rather loosely referring to "traditional media" as "traditional marketing", marketers and experts are suggesting that traditional marketing is dying.
Ascendancy of social media over traditional media channels like TV, Print, Radio and Magazine is the reason being ascribed to the death of “traditional marketing”. This "new medium" is possibly killing traditional media; it is definitely not killing marketing, traditional or new.
Media, traditional and new, are marketing communications channels. Communication is not the whole but only a part.
Marketing, traditional or new, is still about identifying and fulfilling (profitably) consumer needs and wants. Traditional marketing activities like positioning, differentiation, segmentation, communication, price and distribution are still as important now as they were before social media.
To suggest that traditional marketing is dead merely because of the emergence of a new communication channel is incorrect.
