Online vs. Offline Marketing
Online marketing has just developed in the last 10-15years. Offline marketing has existed since man began to communicate. That is quite a bit of a head start, but like most all of our world; the two are closely related and have several similar traits as well as distinct differences.
Offline marketing includes everything from print media, TV and movie, radio, in-person (events), road signs, and much more. Online marketing consists of email, video, blogs, web sites, pop ups, and more.
While brainstorming about this topic, I decided to make a list of the strengths and weaknesses of each just as should be done when preparing a marketing plan. I was a little surprised at the results:
Online Strengths:
- Much more cost effective
- Better able to hit target audience
- Cutting edge
- Unlimited range (no geographical limitations)
- “Pull” marketing
- 24 hour availability
- Constant run time- available 24/7/365 to potential clients
- Rifle approach- targeted directly towards prospective clients
- Easier to monitor effectiveness and adjust- Easy to change/adapt
- Interactive
Online Weaknesses:
- Technology expenses and changes
- Audience reach limits
- Smaller range of marketing avenues
Offline Strengths:
- Proven history - customary
- Trust factor
- Tangible
Offline Weaknesses:
- Costs-Labor intensive
- Perishable- Time sensitive run time
- Unable to modify once committed
- “Push” marketing
- Limited geographical range
- Limted time range- drive by/before thrown in trash
- Time sensitive run time
- Shotgun approach
I may be biased, but as you can see there are many more advantages to using online vs. offline marketing techniques. But, and it’s a big but; you can’t put all your eggs in one basket. To be fully effective in today’s market you must integrate your marketing strategies. For example: send a postcard and monitor you website activity to help monitor the effectiveness of the postcard. The effective integration between your marketing strategies will provide you the most effective way to reach your target customer base.
