Microsoft changes tune on divisive marketing claims

Vendor talks up the benefits of traditional channel marketing after claiming email promotions are dead

Microsoft appears to have had a change of heart on the issue of channel marketing, talking up the merits of "traditional" techniques after slamming them earlier this year.

The vendor sparked controversy in March when Australian partner marketing manager Rob Evans said traditional marketing methods such as email and events were dying out. He said digital marketing was the way forward instead.

The comments sparked furious debate in the channel, with some backing Evans to the extent that they only market products and services digitally and others strongly defending the tried-and-tested techniques.

But in a blog post issued over the weekend, Evans appeared to be more positive about the methods he criticised in the past.

"[Digital marketing] is a longer-term play that will not show the type of prompt return on investment you might get from an event or tele campaign to your existing customers," he said.

"Traditional marketing strategies and tactics are still appropriate, as long as you target the right people at the right time who are ready to buy.

"In previous posts I have covered the benefits of digital marketing including the fact that results are easier to measure and have a far greater reach beyond non-digital campaigns, but success depends on a level of long-term commitment to creating interesting and relevant content, targeted at people likely to be interested in what you have to offer."

He did say that the benefits from traditional campaigns will "continue to diminish" but stressed that balance is key.

"Getting the balance right will enable you to show a return on investment while at the same time building out your skills and capabilities in digital and social marketing in the medium term to attract new customers."