The internet has brought digital marketing to the forefront of many advertising and marketing campaigns, meaning offline media has taken a backseat in recent years. With most businesses using digital market strategies to increase the awareness of their brand, the question of whether offline media has a future in business marketing is raised.
Offline media still has a place in business marketing today and can be used to initiate growth for a company. Here is an overview of offline media and how it fits into the future of marketing:
What is offline marketing?
Offline marketing is any marketing or advertising method that is published outside of the internet. This includes television ads and telemarketing to pamphlets and other print media such as banners, leaflets, and posters.
There are plenty of effective offline marketing techniques that can boost your business and these all require the same amount of planning, hard work, and creativity that digital marketing methods need.
Who uses it?
Offline media is popular, with 10.5% of marketers in the United Kingdom saying they’d spent their marketing budget on offline media. Especially for start-ups or family businesses, offline marketing is a great way to get acquainted with your local area and businesses and strengthen your brand identity. This can move a new company well on its way to building the start of a loyal customer base.
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Big brands have also been known to utilise offline marketing too, with some of the most successful offline marketing campaigns being Coca-Cola’s ‘Share A Coke’ and Cadbury’s personalised bars. In short, it’s not limited to any business and can be helpful at any stage of company growth.
How does it work?
Employing offline marketing strategies can help to deliver different goals for your business. For example, billboards and banners demand attention from the target audience and these physical pieces are likely to be seen often. Radio and television ads strengthen brand identity and make them more visible to potential customers.
Offline marketing methods also have the added bonus of increasing authenticity and trust. Offline media feels considerably more personal than online methods and shows that clients will be treated as real people rather than just another number on the internet.
Use a combination
There’s no denying that both online and offline marketing have respective benefits and there’s no need to pick one over the other. Not everyone is online after all, so offline media allows you to pick up potential clients that missed the internet campaigns or reach different age demographics.
Combining the two could be a game-changer for your company, allowing you to build both a global following and strong ties with local communities. Covering digital and offline media covers all bases and strengthens your market strategy overall.
