What is offline marketing?
Offline/Traditional marketing refers to any type of promotion, advertising or campaign that has been in use by companies for years, and that has a proven success rate. Methods of traditional marketing include – print advertisements, billboards, flyers or pamphlets, TV, newspaper, radio, etc.
In today’s swarmed marketplace, Marketeers are struggling to get their brands noticed. They have various tools to choose from, whether to depend solely on traditional marketing or digital marketing or incorporate both marketing tactics. They have to keep their customers in mind. Brands should think like their customers and they must understand how their target markets are accessing and consuming information about their related industry.
People talk about the death of traditional marketing methods in this digital age, yet hopefully this article can persuade you that despite everything, it has significant importance today and more than that, these strategies can be consolidated into your advertising procedure to altogether improve your Brand awareness and expand your effort.
Traditional Advertising Methods
Before we get into an argument of whether traditional advertising is dead or not, it’s important to actually understand what was required in traditional advertising. The traditional era of advertising consisted of the use of the typical media placement venues, such as outdoor billboards, cable television, broadcast television and radio. Printed materials also fell under the advertising category which included brochures, business cards, newspapers and stationery. Traditional advertising were the products that are considered to be important in building your brand perception, image and identity.
Traditional Media Isn’t Dead
With everything that we’ve seen around us, it’s easy to see that traditional and non-traditional media are both growing. Digital, offline advertising methods do have their strengths, such as cost-effectiveness and scalability, but there have been various reports of dissatisfaction between consumers of the current marketing tactics. Around 81% of consumers state that they close a webpage or browser because of a pop-up advertisement. And it can be clearly seen that consumers are simply tolerating digital ads rather than appreciating them or finding them helpful.
TV and traditional print advertisements continue to have a decent amount of reach. There are still a large number of consumers that continue to watch regular traditional television. It has been reported that some consumers watch television almost five hours a day. Though that number is ever so slowly decreasing, it has remained at a relatively high point. DISH still has over thirteen million customers, which mean that there are plenty of individuals who have the potential to watch your advertisement.
Radio advertising is trending downwards but it is still an effective channel as of right now. It does have an impact on people especially those who are travelling by road and tend to listen to the radio while driving. So, these advertisements pass by their ears and can serve as a powerful tool.
Magazine and Newspaper
Magazines and Newspapers are also very effective tools of offline marketing. They are traditional and primary source of information for a lot of people even today. It is utilized by marketing managers worldwide in both new and established companies and corporations to launch products or convey promotional offers.
Add-on forms like folded leaflets, pamphlets, flyers, posters and business cards are used in the marketing by less established or new firms trying to create a reputation of their firm by selling their competitive products in the market. With add-ons there is an endless opportunity of marketing for everyone. For example, you could get flyers for your start-up Cafe and make it available at book stores, news-stands and at the same time hand them out to students outside a school or college in less time and low budget. Offline marketing strategies include things like sponsoring branded bookmarks in your local library or putting sign boards with ad or business details in public parks and other places.
Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign. Regardless of what we say, believe and hope about the Internet and our online world, in the end, whatever we do happens in the real world only. We can only feel and enjoy tangible things and objects. You cannot feel virtually, and it can be tailored to give a personalized experience, but it can never be as personal as the physical world. No matter what, physical media in the physical world has real significance and value.
There is no doubt that offline marketing has its own effectiveness but of course, the best would be a combination of offline and online marketing to boost sales and spread the word further and further.