If you are wondering which one of the two is more effective, the truth is both online and offline advertising have equal influence on the popularity your brand will reach. For best visibility, effectiveness, and exposure of the brand, it is the perfect option to incorporate both online and offline advertising into your promotion.
Online vs Offline Marketing
Online marketing concerns the process of advertising a product or a service via Internet. Search engine optimization (SEO), website creation, social media, banner ads, email marketing, and pay-per-click advertising are the strategies online marketing utilizes. The reason for the popularity of online marketing is, first of all, that the results are much more measurable. Secondly, it is inexpensive. Online marketing substantially reduces the costs related to development of databases and the processing of entries. The total costs of online promotion, including the development costs have a tendency of being much lower than the ones related to printing and postage of a material. Contrary to popular belief, the less expensive does not necessarily mean it is better. Not all cheap promotions are effective promotions. If the money invested in promotion equals one-third of what the usual promotion would cost, and there are no positive results, that was a money not so well spent. For a campaign to be successful there has to be a solid media plan. Furthermore, online marketing offers data and results that are available immediately. What is more, thanks to the Internet we have the opportunity to use social media, which allows the advertisers to get a direct feedback from their consumers. Another advantage of online marketing is that it is accessible to any size business, and anyone can accomplish any kind of Internet marketing by himself or herself.
Offline marketing uses radio, TV, print advertising, such as coupons, magazines, billboards, and printed promotional materials, such as brochures or catalogs, as a means of promotion. The best target audience for this type of marketing is retiring people, because most of them do not use Internet and social media. If a consumer is given a tangible and tactile experience with the product, through an in-store promotion or a direct mail, it will leave a more powerful impression on him or her. The perfect example is custom water bottles. Anyone who chooses to use custom promotional products can help the potential consumer remember their club, business or any other entity by providing them with the water that has the logo and name of their brand. Additionally, if a salesperson engages in demonstrations with the target audience it will give them the opportunity to meet face-to-face and interact with the consumers. A smaller, more localized brand or company, which is finding their place in the Sun, should choose to utilize direct mailing as their offline marketing strategy. This type of advertising will come in handy, especially if the financial resources are too low. Then there are smaller markets, which are best reached by offline branding, for they require a more reasonable cost of publicity and promotion. Finally, this type of marketing can significantly help build brand loyalty at a considerably faster rate than online brand building.
Considering the Internet is growing day by day, it will without a doubt, be the most effective means of promotion in the future. However, that day has not come yet, so if you want to promote your brand the most effectively, use both offline and online advertising. However, if you do not have the funds for both, choose the one you prefer the most, and be persistent in what you do. I am sure it will pay off eventually.