Offline Marketing 101

The marketing world today has delved online and it seems that offline marketing methods have been forgotten. This does not mean that offline marketing tactics are obsolete.

While the Internet’s impact on marketing is undeniable, it may be exaggerated. According to Internet World Stats, 78 percent of the population in the U.S is online and 73 percent access Facebook at least once a month. That still leaves nearly 70 million Americans who can’t be reached through online marketing efforts.

Given the Internet’s tremendous rise in popularity, today’s marketers refer to other media channels that aren’t connected to the World Wide Web as “offline.” Offline marketing strategies utilize offline media channels to create awareness of a company’s products and services. These campaigns can include radio and print advertising – including billboards, signs and pamphlets – telemarketing, and television ads. (See also Outdoor Marketing)

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Offline marketing is not dead. There are methods that still work and can be effective in promoting goods and services. You can send direct mails or do an advertisement.

Direct Mail- You thought email marketing killed direct mail but you’re wrong. Take a look in your mailbox on any given day and you still see a ton of advertising. You might not respond to such strategies but many customers do.

The commercial- Again, don’t let your own opinion sway you. Smart businesses don’t invest time and financial resources into something that doesn’t work. Local media advertising is still a fantastic way to raise brand awareness but you have to put the new spin on an old-school technique.

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The best part of marketing is that you can combine both online and offline methods. The two methods complement each other in that the cons of one are the pros of the other.

The real magic happens when all these tactics work together — not independently of each other or, worse, alone. Unfortunately, some marketers are still dropping the ball when it comes to aligning their online and offline content marketing tactics.

They tend to put all their effort into organizing an event and only really connect with their audience for the short time that audience is with them in person. But when marketers do that, they’re missing out on the chance to develop a true long-term relationship with their event attendees. To scale that relationship, you’ve got to use online tactics to keep them engaged when they aren’t with you offline.

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So how do you go about combining online and offline marketing? You first of all invite offline customers to come online. You can add your social media name so that they can easily find you.

Combining offline and online

1. Remember to invite your consumers from offline over to online.

All of your offline marketing materials should include references to the presences that you have online. This includes your email address, website address, and social media accounts.


2. Be aware of the capabilities of technology, and be quick to leverage them.

Technology is always advancing, and along with it are opportunities for harnessing all that it can offer. A recent example of which would be augmented reality, where companies ranging from sofa stores to bathroom fitters are allowing consumers to bring their offline home spaces online by uploading images where they can then place the company’s products within their homes digitally – pretty impressive, eh?

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