Get Found On The Web Or Advertise Offline?
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Written by: matthewmcclifford
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Date: Sun, 1 Jan 2012 |
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The advent of the digital age has brought huge change in the ways companies can get their message to its customers!
Confusingly, over a hundred new terms now exist in the field of marketing that weren't around 10 years ago! Do you use pull or push marketing, inbound or outbound marketing, interruption or permission based marketing marketing? If you're not sure, don't worry they are just different names for the same thing and these concepts have been around for centuries!
As the proportion of the world's population increasingly utilising the internet has grown with greater use of search engines, a more knowledgeable, discerning and social media aware public have impacted on how businesses communicate with their audiences.
However the internet is not a communications panacea! Many decision makers are still informed by interruption and rely on being interrupted!
Worldwide offline advertising spending will total $496.9 billion in 2011, up from $475.7 in 2010. This traditional advertising spend encompasses a range of advertising mediums, including directory listings, online ads, magazine ads, newspaper ads, outdoor poster ads and billboards, radio ads and TV commercials. Customers still read magazines, watch TV and listen to the radio as well!
It is most important to consider your audience and their media habits. Then decide on the optimal combination of traditional offline or digital online media that should be used to reach them. Shrewd marketing folk realise that labels like offline or online media, new or old media are irrelevant because - it's all just media!
For every online component, there is an offline equivalent. Take networking for instance. You can do real people to people networking or use social networks on the internet like Linked In. Companies run both traditional and digital options for the same core marketing programme. and you can mix online banner advertising with offline magazine advertising to reachvarious customer types depending on their media habits.
That said, the web is now the heart of all communications for all types of businesses. Therefore, it is more useful to consider promotional media in totality and regard the internet and your website as an interactive hub linking online and offline communications with search engine optimisation, content marketing etc used optimise levels of the most appropriate traffic.
So, make your literature available in pdf format to download from your website, use e mail to drive traffic to your website and get customers to learn more about your offers, embed videos, add social media share buttons and encourage visitors to your site via Facebook, Twitter and Google plus. You can also attach your blog and QR code to your website too.
But remember that a balance between online marketing and offline marketing techniques needs to be struck depending on the type of people you are trying to sell to.
Mike Cowburn runs a "streetwise" marketing agency and business development consultancy that helps companies maximise their revenue and profits growth by crafting compelling value propositions and savvy marketing action plans.
Get your copy of a FREE 32 page guide "6 Steps to a WINNING MARKETING PLAN" and a FREE 8 page "WINNING PRESENTATIONS - The Rule of Three" guide at http://www.communisage.com/
Source: Get Found On The Web Or Advertise Offline?
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