Tried & Tested Doesn’t Work Anymore – Marketing That Once Was

Mark Masters
Managing Director of Bournemouth based creative marketing company, The ID Group. Helping to position businesses as the authority in their industry and providing advice, opinion and guidance for brands to be the 'go to' choice.
Mark Masters
Mark Masters
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The once tried and tested media platforms for marketing your product/service just does’t work anymore.

The difference between the channels we once used and the channels we now have, is that the old channels were extremely expensive.

The Decline Of Press Advertising

ABC figures highlight that nearly 50% of the UK’s daily newspapers have declining print sales at a rate of more than 10% on year for the first half of 2013.

The problem for businesses looking for the once ‘tried and tested’ route is that the advertising costs in the printed press become more costly with a declining readership.

Time To Make A Stand

It’s time for businesses to make their own stand and rather than thinking that an advertising message can reach many with the likely return of a small few, it’s time to look at things a bit differently.

Many small businesses rely on media companies to deliver their message to their targeted buyers/community. This could be from an email marketing company to send an email campaign to their database or the DM insert within the business magazine to their audience. Affordable technology has thrown the world completely on its head.

It’s A

Bit Like The Weekly Food Shop

It’s a bit like the weekly food shop, where we are all used to the routine of the same food in the shopping trolley from the same supermarket provider. Everything is in exactly the same place and we know what to expect. Sometimes, if you change your approach in terms of shopping elsewhere or altering buying habits, you can make savings or have a healthier week.

This is the same with many small businesses; where the majority think they are too small to make a difference, so stick to the ready-made paths that have been formed over the years as opposed to making a change and altering ‘platform.’

You Are The Media

The tried and tested marketing routes don’t work anymore. The radio ad or the newspaper advertorial/advert that once required a degree of investment (by the way, has anyone torn an advertorial out of a paper enthusiastically and said ‘wow…this is it’), has paved way for podcasts and company owned newspapers where the greatest investment is time and the power of the ideaCompanies are now the media.

The next five years will see more businesses behaving and thinking this way, where control is well and truly with those who champion creativity and delivery of message.


  1. Great thought Mark :)
    Its true that nowadays Buzz ads in newspapers doesn’t strike people much , it may be because of less time or more intervention of social media . To expose your buzz to more targeted audience, short creative ads through social media would really help .
    Jessica Parker recently posted…Implications of the Retail Clinic Model for Conventional HealthcareMy Profile

  2. hi thanks for this post this post is quite interesting and holds good ideas of market testing
    rajat recently posted…paparazzi life routines and photosMy Profile

  3. Great Post and Sharing Mr. Mark. I am newbie in the field of blogging, but when i read about the article i find out the pattern and way of traditional marketing and the today’s ways have totally changed upon. Facebook and other social media sites have influenced everyone to do the free marketing and get more traffic. Thanks for sharing your great thinking here.
    Jacksmith recently posted…A Guide to teach your children about budgetingMy Profile

  4. I agree with you mate !
    The old strategies of marketing doesn’t work anymore . For efficient marketing and success should always choose the best marketing service in the world like the id group . Thanks for sharing the information with us.

    Pramod recently posted…How to Activate 3G in Vodafone,Airtel,Idea,Tata Docomo?My Profile

  5. Well, this seems to be true – tried and tested doesn’t work. It’s simply because everyone is so aware of things today! Change and innovations needs to be constant.
    Renuka recently posted…Jaisalmer Fort – In Pictures (Part II)My Profile

  6. Hi Mark, I a way I agree with you but it is still working especially in places where people have not entered into internet marketing. But i agree with you five years to come we will be far and they will not be effective especially newspapers and radios. We can still count on telly advert since people will be seeing it and if interested will be going after it. Just my though about it ~ Anetta
    Anetta Bursh recently posted…Download BlueStacks for Windows 7/8 & MAC PC (Offline Installer)My Profile

  7. I’ve always believed Media adverts go far beyond the traditional newspaper ways. If you are interactive on social media and make news friends, every time you share something there, there will always be someone to look at. I also think the social media is more targeted and so the ads are more effective. Thanks so sharing this wonderful post Mark
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  8. Lol, yeah. That strategy isn’t working anymore!!! We must be warned before using old tactics. The new way to marketing is social proofs.
    Jafar Dhada recently posted…HTC One Price in IndiaMy Profile

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