The battle between old and new school of advertising

Bold Group's Sarmad Hyder looks at the effectiveness of two schools of advertising

The world of advertising has changed dramatically in recent years, with the rise of digital and social media platforms leading to the emergence of new advertising techniques and strategies. However, despite the proliferation of new technologies and channels, there are many valuable lessons to be learned from ‘old-school’ advertising techniques and strategies.

One of the key differences between old-school and new-school advertising is the focus on building relationships with customers. In the past, advertising was primarily focused on promoting products and services, with little emphasis on truly understanding the needs and preferences of customers. Today, however, successful advertising campaigns are built on a foundation of empathy and deep customer insights, with brands seeking to build long-term relationships with their target audience.

Another important difference between old-school and new-school advertising is the emphasis on creativity and storytelling. In the past, advertising was often seen as a necessary but uninspired part of the marketing mix, with little attention paid to the creative aspects of messaging and design.

Today, however, successful advertising campaigns are characterised by compelling narratives, attention-grabbing visuals, and innovative approaches to relevant engaging customers. We can understand that transition in time and technology has evolved the previous approach of, ‘Dictate’, convince and convert to a much more empathic approach of ‘Relate’, converse and convert.

Despite these differences, there are many ways in which old-school and new-school advertising strategies can be complementary. For example, traditional advertising channels such as print, radio and television can be effective in reaching older audiences who may be less likely to engage with digital and social media channels. Similarly, new school advertising techniques such as influencer marketing and content marketing can be effective in building relationships with younger audiences and driving engagement on social media platforms. In addition to targeting different audiences, the old-school approach in the current marketing environment when combined with the new-school approach solidifies or validates the brand’s presence in the eyes of all target audiences.

It is important to note that the effectiveness of advertising methods also depends on the industry, target audience, and the nature of the product or service being promoted. For instance, certain industries may still rely heavily on traditional advertising methods, while others may benefit more from digital advertising.

Ultimately, the most effective approach to advertising will vary from brand to brand and require a multipronged strategy that incorporates both old and new-school advertising methods, tailored to the specific marketing goals of the company. By embracing a mix of old and new-school advertising techniques, marketers can create a well-rounded strategy that utilises the strengths of each approach and delivers a more comprehensive message to their target audience. Respect the old and engage the new.

By Sarmad Hyder, Head of Bold Comms, part of The Bold Group.