The Increasing Importance of Offline Marketing in a Digital Era
Digital marketing has taken the internet by storm. Advertisers are ditching billboards and leaflets for Facebook and Google ads. While the internet marketing does have a huge impact, we just can’t ignore the fact that old-school methods of marketing still work and fully serve their purpose.
The reality is that for a large number of businesses offline marketing can help achieve better results, and they don’t even realize it.
So before you go pumping all your money into a digital marketing strategy, here are three offline marketing benefits you should consider.
A human touch
This is something you just can’t achieve through marketing on the internet. No matter how efficient, digital marketing can never replace the personal connection formed in a real life interaction. The internet creates a physical barrier between the customer and the business which, at best, can lead to a sense of alienation and, at worst, a loss of credibility. No matter how well written or well-designed, an online ad copy can never replace the human connection made a by a traditional salesperson.
Strong Local Brand Presence
Many brands solely focus on the internet (mostly social media) for creating brand awareness. We’re not saying this does not work. But some of the best ways to actually strengthen your brand identity, especially if you’re a local brand include: hosting events, sponsoring notable causes or even distributing flyers. Don’t underestimate the power of real-life local advertising. It can still yield great results.
No matter how well written or well-designed, an online ad copy can never replace the human connection made a by a traditional salesperson.
Reach where the Internet Can’t
Not everyone uses the internet. Traditionalists and those in rural areas still prefer the local market over Amazon. Another problem is credibility; there are many people out who just don’t trust putting their bank details on the internet. Offline marketing gives you an opportunity to target these people, usually through television, newspaper, radio, billboards or leaflets.
While online marketing is growing at an unprecedented pace, a good marketer must employ a balance of both online and offline strategies to achieve the best results. Depending on your business type, target audience and other factors, a marketing person must strategically plan where to dedicate their marketing spend.