Marketing - Online And Offline

Technological advancement and the increased use of the internet has led to the upsurge of the use of digital channels of communication for advertising, product promotion and marketing. Digital channels increase exponentially the number of people any campaign can reach. They are also easy to use and the return on investment on any campaign can easily be tracked over time. Other metrics including the number of people reached, the number of people who clicked on any links or viewed the whole message, the number of people who reacted to the message and those that engaged the organisation can also be tracked with ease. 


The data derived from such metrics can be used to determine the most appropriate day to send out campaigns, the most preferred form of adverts and the most preferred channel among others. The information can also be used to refine the audience for future campaigns such that different products and services are advertise to the most appropriate audience. However, even with all these advantages, digital advertising and marketing must be used hand in hand with offline marketing and advertising methods.

Read more about offline marketing


Use of traditional marketing methods

Even though most organisations have adopted digital marketing for their products and services, there is still room for traditional marketing and advertising methods such as the use of billboards, brochures and point of sale advertising. However, these need to be used in a strategic and intentional way in order to have optimal results. But how can this be done and what benefits will accrue to the organisation?


Importance of using traditional methods over digital platforms

The traditional channels allow the business to reach people who may not have regular access to digital channels. For example, those in rural areas who do not have access to the internet or those living in urban centres but do not usually use digital channels on a regular basis. Therefore, organisations whose target clientele falls within such categories would benefit immensely as opposed to when using digital platforms.


In some areas, the internet connectivity may not be strong and reliable. This means that clients can easily miss out on campaigns and adverts sent out if the internet keeps fluctuating. However, when the traditional channels also carry similar adverts, the clients are not left out. For business to business advertising, some organisations may still be old fashioned when it comes to approvals. Such organisations may require hard copy details to submit to the decision makers and the brochures and letters sent come in handy.


The profiles people create on different digital platforms may not truly reflect who they are and what they like. For example, some people may lie about their year of birth and when they do so, adverts that target people within their age brackets will not reach them. This makes it harder for organisations to advertise to the right market segment through digital channels. However, with traditional channels, this danger is eliminated or minimised.


Digital platforms have quite a number of benefits with respect to modern marketing and advertising. However, this should not eliminate the use of traditional methods since they also have a role to play in society. Both have their own benefits and striking a balance of the two should be the best choice for all organisations irrespective of the industry.