In 1990, almost all advertising and media buys centered around direct mail, broadcast (e.g, television, radio), print (e.g, catalog, flyer), and display (e.g., newspaper and magazine). Closed ecosystems existed but media buyers, marketing executives and managers, and creative folks were not interested.
By 2010, in addition to those same platforms, advertising and media buys extended to QR codes, paid and free social media, SEO and adwords, and e-mail. Closed ecosystems now sparked the imagination (and opened the wallets) of media buyers, marketing executives and managers, and creative folks.
The forms – traditional and nontraditional – need each other if a marketing plan or an IMC plan is to bear fruit.