Recently I had the chance to attend an “Innovation night”/ networking event where up and coming web entrepreneurs had the chance to present their companies to other industry professionals.

Companies presenting included a mix of web companies from different industries, but it was one particular company that caught my eye. This company was not a company that stood out to me because of its innovative web technology and products, but rather it was the CEO of this particular company that really captivated me. The CEO was a 23-year-old “web marketing guru” who had a very interesting point of view on the direction of traditional marketing and communications. As he stood at the front of the room he hailed, “traditional marketing is dead” His opinion was that companies should move all of their advertising online and invest in viral video marketing. He claimed traditional channels of advertising are drying up and are no longer worth the time or money.

 I would argue that this CEO could not be more wrong in his view and theory on marketing. It is my opinion that there has never been a more important time then now to capitalize on traditional media. With that said, today one must have a total understanding of traditional media and how it integrates with new media to effectively communicate with customers.

 As a marketer I am always on the look-out for examples of extraordinary traditional marketing campaigns that inspire me enough to act on the message. As of late, I have been very impressed with the marketing efforts of Express, the retail clothing store, of which I am a customer. They are a company that gets it and they understand their customers. Recently they sent me a birthday card that contained a $20 gift card to be used towards my next purchase. The card was then followed up two days later with an email notifying me of a mid summer sale where I could receive an additional 30% off of my purchase. In the email they reminded me of my birthday gift card and let me know I could combine the offers. After I redeemed my coupons, the following week I received another mail piece from Express thanking me for my recent purchase. They also included another 30% off coupon (which I will use).

 Now if traditional marketing is dead, then why is Express spending a significant amount of time and money communicating with me using two traditional marketing channels? Why don’t they just post a video on YouTube describing each sale?

 My point is that marketers who understand the new age of communications are utilizing all media to communicate with their customers.  They understand that traditional marketing is not dead, and embrace the change in customer communications. They acknowledge that marketing is now a two-way conversation between brands and are open to new technologies.