Marketing is a very broad word that encompasses many factors such as television ads, Facebook ads, billboards, influencer posts and many more. It’s really not easy to summarize and pin down what marketing really is.
However, a consensus could be reached when it comes to identifying two sub-categories or types of marketing. This is the feud between online vs offline marketing.
Offline marketing is sometimes called traditional marketing. This includes television advertisements, radio station jingles, billboard and meet and greet with fans. This is how it was solely done not two decades ago. While many people tend to veer away from traditional marketing because of its disadvantages like its high cost and inefficient way of tracking key performance index, offline marketing still has its perks and advantages.
Offline marketing includes reaching a broad audience. A billboard can attract many possible customers, even those that are not within your target market. It allows for the possibility of convincing someone outside the target market to be part of it, therefore expanding the audience of your product or service.
Besides, offline marketing still sells. Meet and greet events between fans and celebrity endorsers are still being flocked by many people. This is because, like it or not, not everybody has access to online ads or the internet. This works especially well to brands that target lower-income bracket individuals. You’d have to find where they are and be there, be accessible and be reachable.
Online marketing or what is sometimes called digital marketing is one of the fastest growing trends in the industry. This is not surprising as it grows alongside social media sites, internet speed and the digital age. Some advertising agencies have even created whole new departments to address this growing trend, while some, the bigger ones, have created smaller companies to address it.
Online marketing includes SEO, Content Marketing and Social Media Marketing. It addresses what offline marketing doesn’t – it targets its audience specifically, and it has a way of measuring its success easily.
An agency or a business can easily see how many people saw their ads, clicked their link, or signed up for their website. All this, with a way smaller budget needed compared to shooting and distributing a television ad or printing an unbearably large billboard to put beside a highway where people might not even take a glimpse.
Another advantage that online marketing has over offline marketing is its accessibility and ability to gather information about the target market easily. This allows the creation of customized content that will be a sure hit, instead of investing a large sum of money in a project that might not result in profit.
In conclusion, the battle of online vs offline marketing is real. However, it doesn’t mean it has to be. Online and offline marketing has its own perks and advantages, but it also has its own disadvantages. The best things to do, instead of pitting them against each other is work with its strengths and use it side by side.