Digital Insights

Does Offline Marketing matter in an Online Marketing Campaign?


Published: November 14, 2013

If you’re running an online marketing campaign, chances are you’re thinking about many different things. search engine optimization, social media, email campaigns, and other internet-based methods are all very helpful when marketing your business online. But have you considered offline options, as well? Much discussion is had among business owners as to whether marketing offline is helpful or not, particularly if you’re running an online campaign. Below is a discussion of this issue and an answer for those who may be seeking one.

The Point of an Online Campaign

To answer the question of whether or not it’s necessary to engage in offline marketing when you’re running an online campaign, you have to start by answering the question of what the point of an online campaign is. The main point, of course, is to drive traffic to your website. Yes, you do so by following SEO tactics, engaging in social media, and so on, but the overall goal is to bring new visitors to your site. Once they’re there, you’re hoping to convince them to buy your product or service. Keep this basic tenant in mind as you decide whether offline marketing will help you or not.

What Offline Marketing Does

Offline marketing is aimed at bringing people to your store, whether online or offline, and creating new customers. Essentially, it’s aimed at the exact same thing that your online marketing efforts are, you just go about it in different ways. Instead of marketing via the rules of online marketing, you can use other techniques to draw in customers who may not be engaged in the online marketplace. For instance, postcards, mailings, signs, and networking events are all offline marketing methods.

How Are They Related?

So is offline marketing really important to your online marketing efforts? The short answer is yes. Both online and offline marketing techniques are aimed at the same thing: bringing in customers. Targeting only online customers is like wiping out half of your target market immediately. Unless you sell a product that is aimed at people who are online a disproportionate amount of the time, like gaming, you can benefit from combining marketing methods to bring people to your site and encourage them to purchase from you.

In fact, your online marketing methods can even help when those customers you brought in from the outside arrive on your page. For example, let’s say you have valuable content on your website that is SEO-optimized. If you bring in customers from the outside, or through offline marketing, the content will still be visible when they visit your website, so it works just the same. The only difference is without your offline marketing tactics, the latter set of customers would probably never have found you.

In short, offline marketing techniques are useful, even if you’re running an online campaign. The reason is that, although you are trying to attract people to your website, not everyone will be attracted to that website via online methods. In other words, your target audience is likely made up of both online searchers and those who look to radio ads, signage, and mailers for their marketing reception. Ignore the offline methods and you’ll be cutting out a good chunk of your target market. Both online and offline marketing will lead customers to your online site, so be sure to use both marketing methods.

  1. Gary Brewer says:

    Thank you Mithu for reading this!

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  3. Great reminder to why it’s important to utilize offline marketing techniques.