How Taco Bell Proves Old-School Marketing Tactics Still Work Here's how Taco Bell leverages TV and radio ads as well as other old-school marketing tactics like billboards for marketing success.

Over the last few years, the marketing world has focused on digital transformation. Marketing professionals have embraced online and mobile channels to such an extent that the old-school marketing tactics of television and radio might have seemed dead. That's not the case, though — not if Taco Bell has any say in it.

In 2017, Taco Bell took a different approach by putting more of its budget back into television ads while simultaneously reducing its digital ad budget. In 2019, Taco Bell doubled-down on its television campaign strategy, spending millions more than its competitors while still coming out ahead on sales and profitability.

Although Taco Bell's campaigns do appear on digital channels, the fast-food retailer believes old-school marketing still works well. Here's why Taco Bell proves that more companies should not necessarily focus exclusively on digital marketing tactics: