Introduction
Methods of marketing products and services to customers have changed over time as new
technologies and innovative ideas allow. As consumer trends have changed, marketeers
have adapted to better suite the desire of consumers and marketing factors. In modern
marketing, there are two basic forms of marketing mediums; traditional marketing and
alternative marketing.
Traditional Marketing vs. Alternative Marketing
“Traditional methods of marketing typically involve advertising through newspapers,
magazines, telephone books, radio, and TV. These ads are typically placed for a fee which
corresponds to the size of the ad, as well as the medium in which it is published”
(Lavinsky, 2013). Traditional marketing is standardly used to promote a product or service
to the customer strictly through visual and audio means. Most traditional marketing
advertisements are straight to the point as they have to portray their advertisement in a
memorable and informational way.
For example, automobile commercials on television are considered traditional marketing.
MINI recently ran a traditional advertisement featuring their all new 5 door model vehicle.
The commercial comically highlights the addition of new doors that the driver is not used
to having in a normal MINI automobile (MINI, 2014). The full commercial features many
angles of the vehicle’s interior and exterior to grab attention (MINI, 2014). This is
considered a traditional commercial as it fits the normal model of television advertising
where the product is presented for the viewing of customers.
Alternative marketing methods are nontraditional. Alternative marketing can be defined as
marketing methods that do not fall under the traditional category as many methods are
innovative. Creating a unique way to market a product is a great way to create awareness
and buzz about your product and company.
Another advertising campaign by MINI highlights the alternative marketing strategy of
guerrilla marketing. “Guerrilla marketing programs seek to obtain instant results using
limited resources. It’s tactics rely on creativity, quality relationships, and the willingness to
try unusual approaches” (Clow & Baack, 2014, p 274). Thinking outside of the box, MINI
advertised it’s 2010 model Cooper by placing cardboard boxes created to look like
shipping materials for a full sized car. “Each box had a large diagram of the car with the
words MINI COOPER across the top as if the car had been packaged inside” (Cox, 2013).
This genius marketing of MINI created a lot of buzz for the company and the automobile
both locally and worldwide.
Role of Social Media
The role of social media sites today is to connect individuals throughout the globe. With
