Should You Be Focusing On Online Or Offline Marketing?
September 17, 2017
While online and offline marketing share many of the same principles, they do have different approaches and produce different results. When you own a business, you need to consider if you should be focusing on online or offline marketing. There are a number of points that you should consider when determining this.
The Reach Of The Marketing
Online marketing has a greater reach than offline marketing because anyone with the internet will be able to access this. While this increased reach might seem like the best solution for your business, you have to consider who your target market is. If you are looking to only connect with people in your local area, international online marketing will not be the best solution.
When looking at the reach of your marketing, you also need to consider the age bracket and profession of your target audience. Younger people tend to respond better to online marketing, while other people respond to traditional offline marketing. It is important that you keep this in mind when you choose a marketing method.
The Costs Of Marketing
If you want to have success with offline marketing, you will generally have to spend a significant amount more than you would for online marketing. Online marketing is generally more cost-effective which is important for businesses with small marketing budgets. Offline marketing generally combines radio, TV and print adverts where you pay for visibility. The larger the print advert or the better the timeslot of your TV advert, the more it will cost and you could blow your entire budget on a single advert.
The cost of using online marketing methods will vary depending on the method you use. If you are looking at SEO, your costs will primarily be related to hosting and website design. You can create a viral post without any monetary outlay. However, if you are looking at paid advertising you will need to pay, but this amount varies depending on the platform and the parameters of the advert.
Conversion To Sales
All of the marketing that you complete is looking to convert visits or exposure into sales. When using online marketing, it is often easier for customers to see your advert and then buy your product or get in touch with you. Online advertising helps with impulse decisions as customers generally take the first steps to buying when they click on your advert.
Offline marketing works differently as the viewer will have to take the time to search for your company or visit your physical store. This generally gives them time to think about the purchase and they could decide not to follow through with the purchase. This is why many marketers look at combining some form of online ease of access with their offline marketing.
Online marketing also has the advantage of boosting engagement with your customers. If you are targeting a younger demographic, this is important because research has shown that they are more likely to buy from brands that engage with them online.