The marketing field is an ever evolving industry. Staying up-to-date with current and effective marketing trends is a challenge even for seasoned business owners. Knowing which marketing avenue to invest money on can be a complex choice. Marketing depends on the approach used to distribute its content to the customer. Technological advancement has a heavy influence on these delivery methods. The internet forever changed marketing, making many offline delivery strategies obsolete. Mediums such as newspapers and magazines have declined in favor of rich online material. Consumers everywhere are ditching cable television and radio for more cost efficient music and video streaming services that are often ad free. The vast reach, instant dissemination of information, and lower costs of online marketing allow for a much quicker and safer return on investment. Business owners may ponder the worthiness of traditional offline marketing and whether it’s beneficial for their business.
(Finding The Right Mix) Of Offline And Online Marketing
Many business owners view marketing as an evil necessity. They have reservations about allocating money to their marketing budget because of the hit and miss results of past endeavors. It is essential to know the finances you are investing back into your business are achieving the positive outcome you hoped to achieve. One of the biggest limitations of offline marketing is that its effects are much harder to quantify compared to online marketing. There is an adage that marketers waste half of their money, and can’t tell you which half. Without an effective way to track the progress of your marketing attempts it is difficult to decide how to improve your marketing plan.
One significant aspect of online marketing is that it supports the capability to perform advanced analytics. These analytics can include everything from the number of responses to an email campaign to the behavior of visitors to your website. Analytics are important because they allow your business to track campaign performance and gain consumer insights. The benefits of having such data are twofold. On one hand, it allows you to refine marketing efforts which maximizes your return on investment. On the other hand, it lets you deliver first-rate experiences to your customers tailored to their desires and needs.
Another major advantage of online marketing is the ability to target a specific audience. With offline marketing it is possible to home in on a distinct demographic based on parameters such as age, income, or household size. Online marketing takes this a step further by allowing you to target prospective customers with more intimate profiling such as browsing preferences, social presence, even specific schools they have attended. Having this power increases the chances that your marketing attempts are reaching the correct audience and not being wasted on individuals that have no interest or need in your product or service.
Despite the dramatic paradigm shift that has occurred in marketing, offline marketing still has many advantages of its own. For example, studies have shown that consumers still find print marketing to be more trustworthy. Studies show that people open around 80 percent of traditional direct mail while opening only around 20 percent of email messages. Many find that print media creates a sense of authenticity by providing a tangible item in hand. This heightened impression of credibility can strengthen the brand identity of your business. Another benefit of offline marketing is the leverage of physical ad placement. Imagine an eye-catchy billboard ad on the side of a busy freeway directing traffic to take the next exit and stop for a bite to eat at a brand new restaurant. The potential to increase foot traffic with such an ad is tremendous.
For most businesses online marketing would seem to be the more beneficial marketing route. The internet’s global reach offers a limitless pool of potential customers. While the capability to target a specific demographic from that pool means you do not waste efforts on the wrong audience. The ability to track these efforts allows you to tweak and improve your marketing plan. However, offline marketing has a long-proven track record. Marketing avenues such as print media have a large impact on strengthening brand identity and legitimacy. Rather than making a choice between online and offline marketing methods, the key is to choose an approach where they compliment each other.
”The world of marketing has changed. You can lead the change or be a victim of change.Denise Morrison-Campbell's Soup
8 Techniques For Combining Offline And Online Marketing
1. Use Offline Targeted Mailers To Drive Online Traffic.
Develop a compelling direct mail piece with an offer that entices the reader to connect with your business online.
2. Encourage User Submitted Online Content Using Offline Print.
Ordinary print such as packing slips and receipts can be an opportunity for engagement by offering incentives for customer submissions such as a selfie with your product.
3. All Offline Printed Collateral Should Feature Links To Online Content.
Every piece of print media your company uses such as brochures, direct mail, and coupons flyers should include specific links to your website and social media accounts.
4. Use Online Engagement To Drive Offline Campaigns.
Use your most popular customer-ranked image on social media as the main image for next ad campaign.
5. Start A Story Offline To Be Continued Online.
Use an emotional and attention grabbing print article directing customers to a dedicated landing page or social media with a CTA to hear how the story ends.
6. Place Online Digital Contact Info On Your Offline Business Cards.
Make sure that your business cards have all of your digital contact information, such as email addresses, Twitter handles, etc.
7. Create A pURL For Offline Mailers For Personalized Online Engagement.
Use your mailing list to create Personal URLs in order to deliver both a personalized customer experience and also track individual activity.
8. Use Offline QR Codes To Streamline Delivery Of Online Content.
Placement of QR Codes on just about any piece of printed media can provide a convenient access point to any online subject matter.
Deciding which marketing avenues your business will spend money on is often a tough choice. Letting go of antiquated marketing approaches in favor of newer methods can be a hard decision for many established business owners. Rather than ditching traditional techniques one can effectively integrate them with modern concepts. By using offline and online marketing techniques in tandem you can benefit from the advantages they each offer.