Even with a wide reach of the internet and online marketing being so popular,offline marketing still plays a major role in attracting potential customers .Offline marketing brings a sense of trust and a one on one relationship with the customer.
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.
And while 92 percent of Americans are aware of Twitter, only 8 percent actually use it. This creates a world of opportunities for advertisers to reach out through offline media channels.
Even though the arrival of the Internet appeared to be the end for print-based and other “dated” mediums, marketing campaigns using offline channels are still a fundamental aspect of many company’s marketing mixes. In fact, according to a recent study conducted by Google in partnership with Ipsos MediCT, traditional offline media such as TV, radio, and print still plays a leading role in online searches for products and services
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.
Since it’s almost a prerequisite for any business today to have its own website, offline marketing strategies are now frequently tied to company’s online efforts. For example, companies such as Ford have created print ads that include sparse information about new vehicles with predominant urls and references to Facebook or iPhones.
Offline marketing helpreach those customers who don’t spend most of their time online.It acts as a reminder when you make cold calls and also advertise on bill boards.Networking and also using local media to advertise is also important.
In the modern digital age, it is very easy to jump straight into using online marketing techniques for brand awareness and promotion and completely disregard traditional strategies. However, it is important to remember that offline marketing methods are still very effective and relevant for marketing today.
The right marketing strategy for your company is dependent on many different factors including the type of business you are and the products and services that you offer. The promotion of your products or services may translate better to your audience in an offline marketing setting than an online one. So, it is essential that you explore which techniques and strategies are more suitable for effectively marketing to your target audience.
Offline marketing has also proven to be successful in expanding exposure of your company brand by bringing focus to your online strategy. It’s all about finding the right balance between both traditional and digital methods to suit your marketing goals.
Cold calling potential clients can still prove to work for many businesses. The advantage this form of offline marketing provides is that you can ensure that you are targeting the right people for your product and service offering. It cuts out time spent on audiences that might not necessarily be the right clients and lets you get straight to targeting those who are.
There is nothing more effective for building long lasting, genuine relationships with current and potential clients then face-to-face interaction. Whether that is achieved through appearances at networking events, conferences, trade shows or customer evenings. It is one of the most personable ways of building brand loyalty. Networking events also provide a perfect opportunity for exchanging business cards and giving away free branded items such as t-shirts, pens, key chains etc.
Visual Print Marketing
It’s important to remain visible both online and offline. For this reason, using print marketing in newspapers and magazines gives your target audience a physical reminder of your brand. If you are a business that is adopting a mixture of both online and offline methods, ensure to include contact information for both to give your audience the opportunity to interact with you via a medium that suits them best. Another form of visual marketing that can prove to be efficient are eye catching signs such as banners or vehicle wrapping that match your business’ unique selling point. These provide other ways in which your audience can hear your marketing message.