Lots of businesses are in loss due to the fact that traditional marketing is not working for them. Most of the industries saying the same thing. Marketing departments are under lots of pressure to generate at least the double the amount of what is being invested. Few years back you could ask 10 time more return with the successful marketing campaigns - but those are the by-gone days and sounds like fairytale!
Marketing strategy or plan depends on your market segments. Those who have studied marketing would surely remember the topic called generation - X, Ys.... There was a reason for studying that topic. If you follow the topic then you will know that the focus and so called hang around place has changed for your target audience. As a result the traditional marketing plan doesn't work if you are targeting the newer generation who spends time on the electronic gadgets and spends time on cyberspace most of the time.
If you ask any teenagers nowadays if they watch TV - they will say that they watch most of the cool stuff on YouTube! What does it tell you? Yes you need to grasp the new digital marketing strategy. I am not saying you will completely say goodbye to the traditional marketing strategy but surely they will occupy very little of your plan.