Online or Offline Marketing in 2018

Online or Offline Marketing in 2018

Marketing is the lifeblood of any business. Without a well-planned and effective marketing strategy, your company will go down the drain, and much of your effort and finances will be in vain. On the other hand, an effective marketing campaign, whether online, offline or both, will bring new heights to your success as your business grows in sales. So how do you choose what marketing approach to using for your business this 2018? With all the clamor, popularity and efficiency of Online Marketing, how will Offline Marketing fare and keep up? Let’s get down to business and find out which is the best choice for your marketing strategy.

Mediums for Offline and Online Marketing

Offline Marketing is usually the traditional way of advertising for your brand, product or service to promote to the paying public. The following media are used for this type of old-school approach in marketing which had worked then, still works now and probably a bit in the future:

  • Television
  • Radio
  • Billboards
  • Newspapers
  • Magazines
  • Catalogues
  • Brochures
  • Direct Mail
  • Event Marketing
  • Cold Calling
  • Guerilla Marketing

Online Marketing also is known as Digital or Internet Marketing has these channels to hook up the public and convert them into paying customers:

  • Search Engine Optimization
  • Google Advertising
  • Content Marketing
  • Mobile Marketing
  • E-mail Marketing
  • Social Media
  • Banners
  • Online vs. Offline Marketing: Pros and Cons

Budget Cost

Costing is a crucial primary player when deciding how to promote your business. Offline Marketing as we all know requires a tremendous amount of money to spend for airtime in TV and Radio Ads. Online marketing cost is flexible and affordable depending on your need and preferences. Facebook Marketing using cheap FB Ads lets you tweak demographics of your target audience, location, and period. SEO is achievable if you have a right web page and knowledge on how to leverage it, as businesses use 14% of their overall marketing budget on SEO.

Through Online Marketing has reduced cost compared to Offline marketing, experts have predicted by 2018 onwards that it will increase by double digits or 12%-15% rise as more people are spending more time online and mobile than watching TV. Moreover, analysts predicted a 26.3% increase in spending for social media ads.

Measurability and Real-Time Results

The effectiveness of your Online Marketing strategy after implementation can be measured with real-time results by using analytical tools like  Google Analytics. Social Media, SEO, Adwords and email marketing give us accurate information about traffic like clicks, visits, sales, followers etc.. You can always update, tweak or change it anytime knowing a results-based ROI. Unlike in Offline Marketing, conversion can be hard to measure as it is based more on estimation, without the exact data of ROI. You don’t know how many people purchased after watching or hearing your ad.

Targeting your Audience Demographics

Online marketing helps narrow down your specific target audience demographics to help you boost sales, grow followers and convert them into paying customers. The dawn of Artificial Intelligence and Chatbots are changing the mobile landscape of targeting your audience even in messaging apps! On the other hand, traditional marketing channels allow you to direct ads to a very limited segmented audience and medium.

Exposure and Convenience

Maximum exposure of ads in traditional marketing has its limits. It varies depending on your allotted budget, so the longer you want to promote your ad, the more expensive it gets. Online marketing can give you the freedom and access to be visible 24/7 with lesser costs; you can reach a broader, global market even without any physical store. Having a combination of online marketing techniques like using SEO, video marketing, social media campaigns on different platforms will help you gain more exposure and also drive traffic to your online business.

There is never really a one size fits all rule when choosing the right marketing approach for your business. It is, therefore, a rule of thumb to have thorough market research for your product or service before doing anything else. Offline marketing has dominated our way of life since time immemorial while online marketing is steadily gaining momentum and popularity to the growing global populace because of the internet. Whichever strategy you choose, you always have to determine the pros and cons, weigh in your options and always keep your target goals and results in mind!