Online and Offline Marketing
When you’re trying to decide how to really take your start-up to the next level, advertising can easily be your biggest concern:
- How much do you spend?
- What will guarantee the best return?
- What do people really pay attention to?
Advertising experts usually suggest 7% of your projected sales should go to ad campaigns and promotions, but when you factor in variables like cost of transaction, rent, and geographic location, the budget formula can be much more complicated.
And then, of course, there’s deciding how much of your advertising should be online and how much should be offline. You probably keep up with the trends in business enough to know that online advertising is rapidly growing, but you might want to think twice before you focus all your energy on websites and social media.
The affordability and level playing field of the internet can be tempting, but it’s important that you legitimize your business outside the computer and avoid becoming just another option in cyberspace.
1. The Growth in Online Marketing
The internet has revolutionized small business on every level, and advertising is a major part of that. Now, almost anyone can be an entrepreneur and compete in markets usually dominated by larger companies. Social media is a relevant, wide-reaching, and virtually cost-free way to advertise to millions of people.
The ROI agency Zenith Optimedia reports that of the $23 billion in advertising growth expected for 2013, $13 billion or more will be in online advertising. That’s more than half the entire growth focused on a medium that costs much less on average than concrete, offline methods. So it’s no wonder the trend is being emphasized in business media.
Yes, every business needs a website – it’s no longer an option any more. Yes, you need a Facebook page, Twitter, and other social media profiles to maximize your brand exposure. But the greater and more level playing field of the internet also creates greater competition and more pressure than ever to stand out from the crowd.
2. Why Offline is Still Relevant
No matter how many people want to tell you advertising is going entirely online, consider that the growth might be far less than you imagine. Research group eMarketer says 25 percent of advertising across all mediums will be spent online by 2016. But 75% of advertising will still be offline, and even entirely internet-based companies will still spend much more on traditional marketing.
The big reason for this is legitimization. Businesses that operate entirely online still have a stigma of being less developed and less legitimate than offline businesses, and the lack of streamlining in the online market can leave customers unsure of who they should trust or take seriously.
Print advertising in the form of ads, coupons, banners,
billboards, and flyers might cost slightly more, but
it’s also proven to yield far better results.
When running a new business, you can never forget that 9 out of 10 start-ups don’t make it past the first 5 years, and this has a lot to do with how easy the internet has made it to create one. If you want to be the exception to the rule, you can’t always choose the easy option.
3. The Best Ways to Advertise Your Website
While concentrating on your local market might seem limiting, it’s the best way to ensure your longevity. It also helps you work on your brand. You should start by designing banners for your company with a very specific and clear logo on them, so you can place them at traffic-heavy locations around town.
Banners are also essential for trade shows and conventions, which you should be focused on attending. Make sure your banners and other signs you order for your business such as car magnets or even billboards feature your web address.
Customers are far more likely to go home and look up your business
online if they’ve already seen proof it exists outside of cyberspace.
In that way, you can use the internet trend to your advantage without falling prey to the downside. Business cards, coupons, and magazine ads should always feature your internet details, and so should door hangers and even freebies you use to promote your company.
All of these methods work great for creating a strong return on sales, and when you use them to show your customers that you’re more than just an online start-up, they work even better.
Many of the principals of business lend themselves to offline advertising and its benefits – building a strong foundation, bucking the trends, and standing out from the crowd are just a few of them. But embracing the new world of online marketing is essential, too, and you can’t ignore the fact that more and more people are putting down newspapers and turning on the computer. For now, the best marketing is symbiotic. You can’t make it work for you without something old and something new working together.
Amy Chandler is a guest blogger for DiscountBannerPrinting.co.uk. You can follow her on Twitter @DBPamy.
Amy
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This is a well defined article Amy. Offline marketing is still very relevant and helps the organization to grow better. Almost every locality-based company is investing in marketing efforts of traditional marketing like flyer, letterbox, brochure distribution etc. It is actually a very effective marketing strategy and influences the business prospects very well.
Thank you for sharing the reliable post.
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Hi Amy, I found a very nice article about Online and Offline Marketing. if we are taking about online marketing strategy, there is no doubt that online marketing always stays on the top. On the other hand, offline marketing strategy is the traditional technique, but it is relevant. Distributing flyers and brochures to the local people is effective and economical. It increase the chances of grabbing more customers and no doubt it is really helpful from the branding prospects.
Thank you so much for sharing.
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Great defined information about business promotion. As said “Print advertising in the form of ads, coupons, banners, billboards, and flyers might cost slightly more” in the article. No doubt Printing , banners, flyers promotion is very good and reliable offline marketing strategy. I would like to tell one more thing that people thinks that printing and flyer promotion might “cost slightly” but they are actually very cost effective and affordably strategy for any business promotion.
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Yes, you are right – both advertising methods are effective. But need to clarify the industry requirements to start any marketing plan. DO a quick research and find what the customers requirements about your industry. Then finalize what you should go for offline or online but I think nowadays both methods are important very effective.
Good customer service is difficult to achieve needs to come from the top and be achieved in a very structured way.
Good article I find the it hard to establish exactly what the correct balance of online and offline marketing.Though I do think customer retention is very important and that will be achieved through offline marketing.
offline marketing has its own importance in the business and it is successful!
No doubt Online marketing industry is growing so fast as of many new players are entering into this Areana to take advantage from this growing and fast pace industry..
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After reading this article, I am totally convinced my company MISSION is Right ON TARGET!Bringing the OFFLINE World to Your ONLINE Presence™Providing Call2ACTION™ Symbols as the entrance ramp to the Information Highway!Free Marketing Resources for “Industry Best Practices” – http://c2adownload.budgetvideo4.biz
Online Marketing is growing day by day in this modern age of information technology. Internet has become a good medium for your latest marketing campaigns, and people are promoting their products on social networking sites like Facebook and Twitter.
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Today is the age of internet marketing companies are focusing on Social Network to boost their sales but offline marketing has its own importance in the business. Still offline marketing strategies are more successful than online. As when a company use billboard for advertisement, people unconsciously see the adds and adds make its place in their mind.But for online marketing scenario is completely different
Hmmm, I still think some companies create Facebook pages and Twitter accounts to stay up to date with social media, but they don’t really interact with the communities they build.
I just started blogging and was wondering if you could give me some pointers. When looking for keywords what is the best way to make sure that you can do SEO with it? How do I know I stand a fighting chance? Also do dropcards work well for OPT-INS?
Great recommendation, I’ll positively keep this shut at hand thus I will talk over with it typically and keep myself. Thanks for the type words! I actually appreciate them. Thanks for the solid recommendation.
In my opinion The online and offline marketing both are important for webmaster thanks for you giving the wonderful idea to me.
Online and offline marketing are two different entities and have their own unique purpose. I do agree with your last line, the BEST marketing is SYMBIOTIC. If you want to get the best out of marketing your company the two ways can perfectly blend together:)
Online marketing is best this type of marketing lot of new and attractive feature but offline marketing is not completely outdated, some-times this offline marketing is also is very important.
Driving the online traffic is there are many chances will be available in market, and people can also more concentrate on online marketing rather than the offline marketing. But the offline marketing is also having more efficiency than the online marketing strategies. A lot of times, you have to take offline marketing strategies and use them to increase your business profits.
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I love the second and third point, they are really worthy!
Moreover, very less mates talk about offline now, without realizing the fact that it won’t die!
great article and a very well balance argument. most of the online businesses that have been succeeding recently have been dependent on offline influences..so merging the two would be the most sensible option a business would have at this moment in time….
Your statement regarding “Social Media…. virtually cost free…” is one of the biggest misconceptions because most business owners and marketers forget to calculate all the time they must spend to build and grow effective online channels. Treat that social media time as ‘billable hours’ and see what it really costs! Great post – I agree that no one channel is best on-line or off-line, the fun part is figuring out what mix works best for your individual business.
Hello Amy Chandler, Very informative post here. When thinking about online and offline they have their own advantages and disadvantages. Offline is very direct and to the point, where as online is very wide and diversified. But as per the current trend i believe online is better and preferable. Through online advertisements we can reach globally. Thanks Suraj
Hi, Amy Yes , You are true , I am appreciating your thought about online and offline marketing.As day by day technology is growing dramatically, People are love to come online rather then offline shopping, or visiting malls because , Its less time consuming so, People will prefer more to come online . So That is the fact , Online marketing is growing and also will grow. Thanks for the awesome and detailed article. Thanks Thank you Sohini Sen
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Out of both ill prefer offline marketing ! as one may always find online marketing spammy as it can only be done via online ads or in video ads which always disappoints the customer !. Also offline advertisement is cheap and has very positive and audience centric focus
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Hi this is really nice concept,
Outstanding and amazing information about for Online and Offline Marketing: Rounding Out Your Strategy really good i agree with hiren he saying every thing correct.
hi, this is great posting.yes online marketing is really has a great future and is evolving as a strategy in itself.really outstanding information.
Great article Amy. Even in todays online world most businesses will benefit from a combination of online and offline campaigns. I trialled lots of different way of marketing before committing my budget to any type on a large scale. This really worked for me and it allowed me to see what really worked rather than putting all my budget into something I was unsure about. Most sellers will let you try out their service at a reduced rate to see if it gets you a decent response.
Great points highlighted, i do agree online marketing is replacing offline marketing day by day and I am the best example as i moved lots of my client’s business to online marketing now to get more customers… great
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hi, this is great posting.yes online marketing is really has a great future and is evolving as a strategy in itself.really outstanding information.
Today is the age of internet marketing companies are focusing on Social Network to boost their sales but offline marketing has its own importance in the business. Still offline marketing strategies are more successful than online. As when a company use billboard for advertisement, people unconsciously see the adds and adds make its place in their mind.But for online marketing scenario is completely different
Hi Amy very truly said, marketing is very important fro any blog to lead a fruitful life.Using this aspect we can have a huge audience attracted to us and even may get constant traffic to our blog.Well i wasn’t knowing about offline marketing, but it is quiet clear to me now through your marvelous post.Keep sharing!!!
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