Traditional Marketing: The Benefits of Offline Marketing

Posted 1 year ago by Max Komonov

The digital age has led to桂a桂significant shift in桂the桂marketing landscape.

More than ever, companies are focused primarily on桂online marketing efforts, as桂they are easier to桂track and桂often less expensive.

Far too many businesses left any桂offline efforts on桂the桂wayside or桂low in桂the桂budget in桂their jump to桂the桂digital space.

However, this does not mean that traditional offline marketing efforts do桂not still provide value.

In桂fact, a桂combination of桂the桂two efforts offers the桂highest level of桂reach and桂success for桂a桂business.

Let�셲 take a桂closer look.

What are Offline Marketing Strategies?

As桂the桂name probably implies, offline marketing strategies are any桂type of桂marketing that isn�셳 done through the桂Internet.

This can include various formats, such as桂겐넝桂껸꾈삣桂곶껸삣쓩늡 ads, billboards, newspaper/magazine ads, and桂more.

This type of桂marketing is桂also known as桂traditional marketing.

Offline Marketing Platforms

Numerous offline marketing platforms can be桂incredibly effective when added to桂current efforts depending on桂budget and桂resources.

Check out some of桂the桂ideas below.

Print advertisements

Print ads are ads put out in桂various types of桂physical publications, like newspapers and桂magazines.

Magazine ads tend to桂be桂more effective as桂they cater to桂specific interests. These are a桂good way to桂target certain professions or桂niche interests.

According to桂research, consumers also tend to桂 than search engines or桂social media ads.

Flyers or桂leaflets

Flyers or桂leaflets are an桂excellent method of桂broad distribution. They can be桂delivered inside magazines or桂in桂local hotspots桂�� with permission, of桂course.

This is桂a桂relatively cheap method to桂get a桂lot of桂eyes on桂an桂ad桂for桂a桂new launch or桂to桂reach those in桂particular areas or桂interests.

Direct mail

Most businesses probably assume direct mail is桂one of桂the桂least effective strategies in桂today�셲 digital world.

Actually, this is桂far from the桂case, as桂some surveys have shown that direct mail actually has a桂.

Of桂course, the桂caveat is桂ensuring customers aren�셳 being spammed with mail. Just because it桂has a桂higher ROI does not mean a桂business should send endless direct mail campaigns.

However, an桂occasional promotional direct mail campaign may be桂good to桂include in桂the桂strategy.

겐넝桂껸꾈삣桂곶껸삣쓩늡

겐넝桂껸꾈삣桂radio marketing can be桂an桂excellent way to桂reach customers with little online presence.

This can be桂done through advertisements during breaks or桂as桂a桂featured spot on桂a桂program.

These methods will likely be桂the桂most expensive traditional marketing methods, but they can be桂good for桂reaching those who don�셳 see the桂other efforts.

Billboards

Billboards are an桂easy way to桂create a桂bold and桂noticeable offline message.

These massive advertisements will be桂seen by桂many people during their commutes to桂and桂from work, as桂well as桂other general travelers.

The one downside is桂that they will only be桂seen briefly as桂someone drives by, which means the桂message needs to桂be桂clear and桂concise. Depending on桂the桂type and桂placement of桂a桂billboard, these advertisements can cost from a桂few hundred dollars to桂a桂few thousand.

The above are far from the桂only offline marketing examples, but they should serve as桂a桂solid basis to桂get started.

Why Bother with Traditional Marketing?

With such a桂significant portion of桂online business, some businesses may question why they should bother with offline marketing these days. After all, these efforts can�셳 be桂clicked on, purchased, or桂quickly converted, so桂what�셲 the桂point?

The bottom line is桂that traditional marketing strategies are simply another effective tool in桂the桂marketing arsenal.

Offline efforts are not meant to桂replace any桂of桂the桂current online strategies. As桂mentioned above, they work best in桂an桂overall multi-pronged approach.

The Benefits of桂Offline Marketing

There are certain benefits to桂traditional marketing.

Offline marketing efforts can be桂accurately targeted toward a桂specific location and桂interest. This can be桂highly beneficial for桂those with brick-and-mortar locations, as桂they can draw in桂more local traffic.
Offline marketing efforts are also much easier to桂target for桂specific or桂niche interests. Magazines or桂publications catering to桂a桂niche will reach target audiences that are more interested in桂the桂advertisement. Digital ads can be桂targeted in桂a桂similar way, but a桂combined strategy will reach both those online and桂offline.
Sometimes, offline strategies will be桂less expensive than many online efforts. The primary exception to桂this is桂TV桂advertising, which can become quite expensive, depending on桂the桂space.

The Downsides of桂Offline Marketing

Just like any桂other marketing strategy, there can be桂downsides to桂offline efforts.

The primary downside is桂that they are much harder to桂track and桂measure.

The business won�셳 have any桂concrete idea of桂how many people the桂strategy was able to桂reach or桂impress upon.

This can be桂done through manual efforts, such as桂surveys and桂tracking sales and桂reach after launching the桂campaign.

Of桂course, this means it桂will cost more time and桂resources to桂track.

A桂Combined Strategy is桂the桂Way to桂Go

At桂the桂end of桂the桂day, offline marketing will never replace current online strategies.

However, a桂wider audience will be桂reached when companies use both traditional and桂online marketing channels. It桂helps to桂bridge the桂gap between the桂online and桂offline space, helping to桂create a桂broad net of桂marketing.

There is桂no桂perfect marketing strategy, but the桂more robust the桂overall strategy, the桂more reach it桂will provide.

Realistically, there are still many people who don�셳 use the桂internet or桂use it桂very little, and桂this can be桂a桂missed customer base without offline strategies.

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About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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