In a world where digital marketing can reach the masses and offers unparalleled cost-effectiveness, it’s easy to see why some businesses are abandoning offline marketing. It is much more time consuming and expensive to print out marketing materials or advertise on the local radio, so it could make sense to cut it from the marketing strategy all together. Online marketing has gained traction, but marketers still believe that a combination of both methods yields the best results.
What is offline marketing?
As a more traditional form of marketing, offline marketing encompasses all efforts which don’t take place online. This includes direct mail, face to face marketing at trade shows, product brochures, flyers and printed advertisements. Before the internet, these methods were the only form of marketing available but now have to be classed as offline marketing.
What’s so good about offline marketing?
Believe it or not, not everybody is online! You won’t reach people who are not digital-savvy unless you invest in offline marketing techniques. Whilst digital marketing techniques may reach a larger amount of people in a wider geographical area, it doesn’t mean it is more successful at getting people to convert.
Because the web is saturated with marketing messages, some users automatically switch off to digital advertisements. The boom in online marketing has meant that more traditional marketing techniques are becoming favoured by consumers. Let’s take mail for example – you receive mail through the post and email. You probably receive dozens of marketing emails per day….how many do you open? If you receive a commercial message in the post are you more likely to take notice?
The 2015 DMA Response Rate Report reveals that the response from direct mail outperforms digital channels. It also found that investment in direct mail offers the same ROI as social media, so perhaps old school snail mail is the way to go.
Additionally, many consumers prefer to deal with customers face to face rather than through a computer. Offline techniques such as networking and attending exhibitions can really help persuade people to trust your business. The art of selling will always work better ‘IRL’ as a computer can’t play on emotions as effectively as a voice or a face.
Offline marketing is not a dinosaur, it’s still a strong part of the marketing spectrum. A printed product brochure gives a brand a luxurious feel, because consumers know that only premium brands take the effort to produce these in the digital age. Both types of marketing are important so be sure to take an integrated approach.