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Traditional Tools

1. Advertising

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. It is a promotion tool to engage with customers and tell the value that marketers create for customers. An advertising campaign can be done through different channel such as television, radio, e-mail and print media. Advertising usually presented in 4 appeals:

Informative advertising: company will use it to build primary demand when they are introducing a new product or services.

Persuasive advertising: the advertising is showing some product’s benefit or the reasons why customer should buy their product.

Comparative advertising: is used when a company compares its brand with other brands, e.g.: brand A vs brand X.

Reminder advertising: when the product is existing in the market for a long time, company will place a reminder advertising to keep customers thinking about the product.

Therefore, advertising can be an effective way to engage, inform, and persuade people about one’s brand.

2. Sales Promotion

Sales promotion can be found everywhere. Why company need to carry out sales promotion activity? By doing so, company can stimulate short-term sales and giving a signal to people the reason they buy now so that people will have a sense of they must buy the product now.

There are several sales promotion tools that company always use are Samples, Coupons, Rebates and Price-off.

3. Public Relations

Public relations are a set of activities that undertaken by the company to build and maintain good relationship with the publics or stakeholders by gaining favorable publicity, building up a strong positive corporate image, and clarifying unfavorable rumors, stories, and events. The main purpose of doing PR is not only promoting the products and services, but the company wants to let public to know that what they are doing so that the publics will consider of buying their company’s product after they are engaging with the company.

The public relations tools can be like the company is involving in some public service activities in order to create a favorable image in the public. Besides, web and social media are also one of the PR tools to create relationship with people. Web sites, blogs, and social media such as YouTube, Facebook, Instagram and Twitter can be the ways to reach and interact people. PR can create a strong impact on public awareness at a much lower cost than advertising.

4. Personal selling

Personal selling is an interpersonal method that company recruit salesforce to sell the product to customer by using face-to-face communication, telephone communication, video or web conferencing. Personal selling requires the salesforce to directly get in touch or know their target customers individually. The salesforce will need to promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product. Sales force plays a key role in engaging customers and developing and managing profitable customer relationships.

However, this method is consuming a lot of time and money because salesforce need to spend some time to build relationship with the customer. Therefore, company who are selling products such as property or life insurance is using more on this method to done the deal.

Non-traditional tools

1. Direct Marketing

Direct and digital marketing is more targeted a specific customer or customer community. It is immediate and personalized which means the messages can be prepared quickly even in real time and messages can be tailored to appeal to specific consumers. Finally, direct marketing is interactive, it allows conversation between the marketing team and the consumer, and messages can be flexible depending on the consumer’s response. Hence, direct and digital marketing are well suited to highly targeted marketing efforts, creating customer engagement, and building 1 to 1 customer relationships. There are several direct marketing tools:

  • Social media marketing
    Social media marketing is one the digital marketing channel that involves in creating and sharing content on social media platform such as Facebook, Snapchat, Instagram and so on in order to achieve the marketing objectives. Social media marketing includes activities like posting text and uploading image and videos, and other content that draws audience engagement, as well as paid social media advertising frequently.
  • E-mail marketing
    Another digital marketing channel is E-mail marketing. The function is same as the direct mail but instead of sending mail through the postal service, the messages are sent electronically via email. Direct mail usually takes 1 to 2 days to deliver to target customer’s mailboxes, but E-mail can receive instantly in mailboxes. The benefits of E-mail marketing are E-mail has larger reach in one time. Besides, E-mail can ensure deliver your message to your target customer or your E-mail subscribers.

  • Content marketing
    Content marketing is focused on creating, inspiring, and sharing brand messages and conversations with consumers across an owned or shared channel to attract and retain a clearly defined audience. It can be sharing valuable information on the webpage, podcasts, videos, or a book. It can create awareness among the audiences.

2. Pay-per click advertising

Pay-per-click marketing is a way of using search engine advertising to drive traffic to your website. When there is someone clicking on the advertisement, the advertiser needs to pay to search engine publisher search engine or website owner. Pay-per-click is commonly associated with first-tier search engines (such as Google Ads). It usually will be show as a top result when the keywords are matched as well.


3. Search engine optimization (SEO)

SEO is the process of optimizing your website to get ‘organic’ traffic from the search engine results page. It involves making certain changes to your website design and content that make your site more attractive to a search engine. You do this in hopes that the search engine will display your website as a top result on the search engine results page. However, unlike Pay-per click advertising, advertiser doesn’t need to pay anything if people click on the link.



When comparing of these two methods. The most cost-effective way of promoting your product is using non-traditional method. It also can create public awareness and building relationship with customers and target audience at a much lower cost than traditional method can. Besides, the messages can be delivered instantly to the target audience by using e-mail marketing, and marketers can analyze the response of the people by looking at their reaction (either clicked on the email or report as spam).