Offline vs Online Marketing – Finding A Balance

Business has largely shifted online. The internet and eCommerce have drastically changed business landscapes. As a result, our marketing methods have also changed. 

In years past, offline marketing was the only solution. However, using the internet, we can now market our products and services online. As a result, the popularity of offline marketing has declined somewhat. But can both types of marketing be useful? If so, how? We look at this below!

Examples of Offline and Online Marketing

First, let’s take a look at some generic examples of offline and online marketing. There are many different types, but these are the common methods most people are familiar with:

Offline

• Business cards
• Flyers
• Brochures
• Billboards
• TV adverts

Online

• Social media
• Blogging
• Email newsletters
• Websites
• PPC campaigns

How to Create the Perfect Balance?

Now that we have looked at a brief distinction between the two types, how can you create a marketing campaign that is balanced and utilizes both types?

1. Analyse your industry and look at which types of marketing make sense

Different industries and businesses are better suited for different types of marketing. For example, businesses that only operate online would not benefit as much from physical and offline marketing. It would make much more sense for online-only businesses to utilize online marketing too.

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In contrast, businesses that are based in factories or require face-to-face sales may benefit better from a mix of both offline and online marketing. Offline promotions could be given to people in-store, whereas online marketing could be used to attract new customers to the stores etc.

2. Look at your customer base for their preferences

Your target demographic, customer base, and target customers can be great indicators as to which type of marketing you should use.

For example, if you have a predominantly younger audience, online marketing such as social media will probably be more useful. This is because social media is something that younger generations have grown-up with.

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In contrast, if you have an elderly customer base, offline marketing could be preferable. This is because older generations have less experience using the internet and social media. They are more likely to respond better to offline marketing like TV adverts, flyers, and brochures.

Do you research and understand what marketing fits your customer base?

3. In both instances, use branding

Regardless of which type of marketing you use, you must incorporate branding. Branding is what gives your marketing character and a sense of unity. It is how customers identify with your business.

Simple brand elements include color schemes, slogans, and a business logo. You can easily find a plethora of free tools online for branding. Canva is one such tool. You can use this to manage your branding elements. Alternatively, LogoCreator is a free tool with which you can create professional business logos.

4. Adjust over time if necessary

Lastly, it is important to understand that you can adjust your marketing strategies if necessary. Don’t simply stick with offline or online marketing. Business landscapes and industries regularly change.

As a result, so should your marketing campaigns. If you find that a particular type of marketing is not working, change it! Be adaptive and use whatever marketing works best for the current time, situation, and trends.

Both online and offline marketing have their place in modern business. The key is to look at your own business, and assess which type of marketing is the most viable. Also, it is important to remember that BOTH can be used simultaneously – it doesn’t have to be a case of one or the other.