Internet vs. Traditional Marketing

The Forbes article entitled, “Why Integrated Marketing Communications Is More Important Than Ever,” deals with the topic that retailers must not just rely on one avenue in order to get their message across to the consumer. In my opinion, you would think that in the world we live in today, all a retailer needs to do is to just market themselves to the consumer via the internet and that customers will come through their doors or to their site. However, using only one source of marketing is usually not the best advice for the retailer. For example, the article stated that one consumer demographic group, known as millennials, usually will find their deals not by searching the internet, but by looking into the newspaper. Yes, even though these millennials carry around electronic devices that enable them to search deals on the worldwide web, this demographic group prefers the physical newspaper to look for deals and get their coupons. According to Olenski (2013), “arguably the most digitally-savvy demographic on the planet prefers old school marketing methods and communications? That can’t be right, can it? Not only is it right it speaks to the aforementioned point of the importance of an integrated marketing communications strategy” (p. 1).

Overall, retailers must be able to integrate their marketing message via a wide range of media including internet, television, newspaper, radio, as well as, using the United States Post Office. Retailers should continue mailing out coupon books, flyers, and postcards using the regular postal system. The reason for using this system is because it works. Most would think that in this day and age of sending everything via email, that using snail mail would not be of any value. However, this is not the case at all. Snail mail is just as valuable as is using electronic mail in order to get your message across to the consumer. According to Beever (2012), “both email and snail mail have advantages and disadvantages. Email seems less expensive, but spam blockers and other technology issues can get in the way of delivery. Snail mail can get thrown away by administrative assistants, never to be seen by the intended recipient” (p. 1).
My question in order to continue this discussion is to ask the reader, “What do you think about this topic? Do you think retailers should just stick to one avenue when it comes to advertising or should retailers integrate a wide range of avenues?

References
Beever, J. (2012). “Email versus Snail Mail: Which is Better for Your Marketing?” New Incite. Retrieved on November 8, 2014 from http://www.newincite.com/resources/marketing-articles/email-versus-snail-mail-which-is-better-for-your-marketing/
Olenski, S. (2013). “Why Integrated Marketing Communications Is More Important Than Ever.” Forbes. Retrieved on November 8, 2014 from http://www.forbes.com/sites/steveolenski/2013/09/16/why-integrated-marketing-communications-is-more-important-than-ever/