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The Ugly Truth About Offline Marketing

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You are the owner of a website, small business, blog, or startup, and you need to put together a marketing plan. The first thing you need to decide is whether to use Offline Marketing, Online Marketing, or a combination of the two. Let’s examine each type of marketing, including the strengths and weaknesses of each:

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Offline Marketing
Offline Marketing refers to traditional print advertising in newspapers and magazines (including their websites), radio advertisements, billboards, television ads, and networking in person. Other forms of Offline Marketing are Direct Mail campaigns and business cards and brochures. These are the tried and true advertising channels used by our parents and our grandparents. But are these the best channels to spend your advertising budget on in today’s business environment? Only you can decide for sure what’s best for your business. Here are the pros and cons for Offline Marketing:

Pros:
● TV, Radio and print ads are a tried and true way to establish brand recognition
● Brand recognition leads to internet searches
● Direct Mail can re-activate established customers and reward loyalty
● Networking in person puts a face to a name and establishes a stronger relationship
● Business cards and brochures can effectively convey what your brand is all about

Cons:
● Offline Marketing tends to be local or regional
● Print, radio, and TV ads are expensive
● Direct Mail campaigns are expensive
● It is difficult to measure the effectiveness of Offline Marketing

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Online Marketing
This term refers to advertising and marketing that use email and the Web to drive sales and identify sales leads. Seventy-eight percent of the population in the U.S. is online, and Seventy-three percent access Facebook at least once a month. Those are staggering statistics. If you want to reach new customers, you need to establish a presence online. Here are the pros and cons for Online Marketing:

Pros:
● Direct emailing is free
● Online ads can be created quickly and cheaply
● Online Marketing has global reach
● The results of Online Marketing campaigns are much easier to measure
● Social Media can be used to establish brand recognition at a much lower cost per new customer

Cons:
● Can be impersonal and harder to develop trust
● Plenty of competition
● Negative feedback can damage your brand

Budgets for Offline Marketing are shrinking while budgets for Online Marketing continue to grow. You know your business better than anybody, so your marketing strategy is up to you. Many businesses use a combination of both marketing channels, but marketers are gradually shifting more and more to online channels. Media buyers and networks looking for better returns are shifting their efforts more in the direction of online channels while established websites and blogs are now able to monetize their traffic by selling advertising on their pages. The future of advertising is here, and it is Online Marketing.

affiliatesThe Ugly Truth About Offline Marketing