Marketing communications tools Essay Example | Topics and Well Written Essays - 2500 words

Marketing communications tools - Essay Example Notably, it can be ascertained that in the past few years’ digital technology and the expansion of targeting capabilities has shifted from the traditional marketing tools to digital marketing tools. Due to the continuous revolution in the field of marketing communication tools particularly the internet, it has be found that both small organizations as well as big organizations are widely inclined towards using modern digital marketing tools over the conventional tools. Traditional marketing tools involving print media (such as magazines, newspapers and newsletters) electronic media (such as broadcasting through television and radios) and direct marketing among others can be ascertained to be barely used by the contemporary business organizations. Nonetheless, both the traditional and digital marketing tools have some advantages and disadvantages. Hence, it would be wise to use the combine form of traditional and digital marketing tools in order to achieve the best outcome. ... Significance of Traditional Forms of Marketing Communications in the Contemporary Organizations It can be affirmed that digital marketing tools particularly internet has attracted the contemporary marketers to a great extent. However, heavy reliability on modern marketing tools does not mean that traditional marketing is disappearing. In this regard, it has been ascertained from a survey report that approximately USD $ 295billion was spent on television advertisement in the US during 2007. A huge investment on traditional marketing tool in this cotemporary world signifies vast majority of traditional media. At the same time, newspaper and magazines can also be ascertained to be effective marketing communication tools despite of its reducing importance amid the contemporary marketers. It is important to note that despite of inclination towards the new media few renowned companies like Procter and Gamble spent USD $3.5 billion on advertising purpose in 2006 with the use of TV, print an d other old media (Winer, 2008). Every business has different marketing requirements. It is not possible to state which marketing tool is best for the particular business. In the contemporary business environment an organization should not rely on one type of marketing, rather integrating both the traditional and digital marketing tools would be more feasible for the organization to attain the desire marketing communication goals. It can be firmly stated that integrating the two approaches will support the organization to achieve its broad marketing communication objectives. It can be stated that integration of traditional and digital marketing tools facilitate the organizations to develop the most appropriate