The growth of digital marketing has given businesses a whole huge world of opportunities. It’s easier than ever to reach large audiences of existing and potential customers — with a low overhead. Increasingly, customers are easiest to find online because that’s where they are spending their time. But does the rise of digital marketing make offline techniques obsolete? Do you even have an offline marketing budget anymore?!
The answer is no. Offline marketing can still hold value for businesses if approached properly. Offline tactics can be more tangible, tactile, and familiar — feelings that can appeal to many audiences. Both digital and offline marketing tactics have their own benefits. Savvy marketers find a way to utilize both online and offline marketing in tandem to reach objectives.
What’s your offline marketing budget?
In this digital era, that is the question marketers need to consider, work out, and answer. So let’s take a look at offline marketing and online marketing, and their different components. This should help you figure out the appropriate size of your offline marketing budget.
How Much Should You Invest in Offline Marketing in the Digital Era?Click To Tweet
Offline marketing encompasses tactics that are considered more traditional — since businesses used many of them prior to the advent of the Internet. Offline marketing efforts include print, direct mail, TV, radio, brochures, newsletters, billboards, outdoor ads, business cards, and live events. Many of these avenues still produce results for the right audience or certain objectives.
While online marketing has received buzz in recent years, many marketers are turning some focus back to traditional methods — 20% of marketers report plans to increase traditional marketing budgets.
If your business is focused on a local market as part of the target audience, offline marketing can be a way to interact with local audiences. A billboard, for example, is an excellent tool for brand name recognition that will be focused on the local audience that can see it.
Offline marketing budget versus online? Reduce offline for more online? Read to find out!Click To Tweet
Older or Traditional Audiences
The digital era is still in its early phases. There is still a generational gap for many consumers who aren’t as tech immersed as younger generations — that doesn’t mean you don’t want to reach those audiences.
Affluent consumers tend to be in the older age groups, so leveraging offline marketing to reach them is valuable. Print, TV, and radio ads can resonate with these particular audiences because of familiarity — whereas generations who are online more don’t watch TV, listen to the radio, or read print publications as much.
Face-to-face networking events are one of the best tools to develop real personal relationships with customers. It’s an example of having depth over breadth in marketing — both of which are important.
Offline marketing, like trade shows and live promotional events, surpasses digital in building real personal relationships. In terms of products, delivering a tangible, physical object to potential clients builds a bridge to your brand that can’t be replaced by digital means.
Online marketing includes any avenues that use the Internet to disperse like social media, email, blogs, and articles. These methods have a host of advantages — it’s generally cheaper than traditional avenues, the reach is wider (global reach is possible), and the data allows for more customization. All the advantages have contributed to online marketing gaining momentum — 65% of marketers planned to increase online marketing budgets last year.
Traditional advertisements — especially TV and radio — can come with a hefty price tag. A company can spend thousands, even millions, to some traditional avenues. With online marketing, even companies with modest budgets can start an effective marketing campaign. CPM — or cost per thousand impressions — ads on sites like Google or Facebook can cost as little as $2.00 to $12.00.
The main power of the Internet has been to connect the world in a way it has never been before. You can literally reach the entire globe with your message through online marketing.
Not only can you reach online audiences on their desktop and laptop computers, you can send your message directly to them, at any time, via web-connected mobile devices like smartphones and tablets. The average mobile user spends two hours a day on their connected mobile device — creating plenty of opportunities for your marketing message to be seen. Of those always-connected users, three out of five report paying attention to ads on social media — so your message is likely to be heard online.
Complement your online marketing budget with a healthy offline marketing budget too.Click To Tweet
One of the biggest advantages to digital marketing is the power of Big Data. Every interaction with your target audience online can be documented. That data is a powerful tool in understanding quickly and effectively what marketing is working — and what is not. This allows businesses to pivot quickly and adapt marketing campaigns to be more effective. Most traditional advertising doesn’t offer this feedback.
Overall, offline marketing and online marketing provide advantages that marketers should take advantage of. Digital offers a wide net, lost cost, and feedback that are increasingly useful — but digital still can’t provide the kind of strong personal bonds that traditional marketing delivers.
A strong marketer will leverage both offline and online marketing to find success. If you’d like to have a no-obligation consultation about your marketing (whether offline or online, analogue or digital!), then just drop us an email or fill in our contact form!
What's Your Offline Marketing Budget in the Digital Era?Click To Tweet
About the author, Eric Gordon:
Eric Gordon is an independent business development and marketing specialist for SMEs. He loves sharing his insights and experience to assist business owners in growing their revenues. You can find Eric on Twitter @ericdavidgordon
Dan Purvis writes for a number of leading business, social media and marketing sites, including Smart Insights, Marketo, MarTech Advisor, Marketing Tech News, MarTech Today, MarTech Exec, and Business2Community. Dan's also ranked by Brand Republic as one of the Top 50 UK Marketing & Social Media influencers.
Dan is passionate about the philosophy behind Comms Axis: we bring content, marketing and sales together to connect businesses with their audiences.
We pride ourselves on delivering tangible business value and ROI alongside excellent customer service. We work with a broad range of clients and industries, from B2B to B2C, from technology to cosmetics, from start-ups / SoHos to pan-European and global brands.
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