In today’s digital world, digital marketing is everything. Offline marketing doesn’t exist anymore. But that doesn’t mean that it was ever really unique. In fact, the fundamentals of marketing haven’t changed. You just have to find new ways to apply them.
What Is Offline Marketing?
Many marketers consider offline marketing to be anything that doesn’t happen online. This could mean that a marketer may do some research on potential customers but decide not to pursue them online because the interaction is asynchronous (i.e., it occurs “offline” — meaning not all the time).
For instance, a marketer may decide that he’ll never know if a potential customer is interested in his product unless he sends that customer a physical catalog (i.e., one that they have to pick up and then return if they don’t want what’s in it).
Even in cases where the interaction is synchronous (i.e., it occurs “online”), marketers often prefer to do some initial research and analysis offline. After all, you can never know how much information someone wants to give you unless you ask them.
And, even in cases where you ask for the info, you can never be sure that the information you’re getting is completely accurate.
The most basic definition of offline marketing is:
- marketing that doesn’t happen online
- decisions made based on analytics
- no one-to-one interactions with customers
Why Do You Need To Know About Offline Marketing?
Why should you care about offline marketing?
The most basic answer is that you need to know about offline marketing because it can still exist in today’s digital world. Just because you don’t see it doesn’t mean that it doesn’t exist. Plus, even in cases where all the marketing occurs online, you can never be sure that you’re reaching the right audience. This is where segmentation and targeting come in.
Let’s say that you run a construction company that builds decks for houses. You have a website that’s always open for business, but you don’t get much traffic from online searches. So you decide to try and grow your business by doing some offline marketing. You find a radio station that airs in your area and begin to advertise on it. Before you know it, you’ve got thousands of potential customers calling you up wanting to hire you for a project. Your business grows quickly because quite a few people value your company’s products and services.
Now, let’s say that you’ve got a large social media following on both Twitter and Facebook. You see that a lot of people are talking about a certain type of deck that you build, so you decide to promote this type of deck on your social media platforms. For the first few weeks, everything is going well. You have a lot of engagement and you’ve even made a few friends on social media. Then, something crazy happens: people are attacking you on social media or telling you that your product is awful and that you should never build that type of deck. What happened? Well, it seems that someone else started promoting a competing brand of deck, and they’ve been very successful at it. So now, your once-steady stream of potential customers has turned into a trickle, and it’s going to be very hard to get back on track.
This is why you need to know about offline marketing. It’s still very possible to do well in terms of getting the word out there about your company, products, and services, even if all the marketing happens online. You just have to find the right audience. And, for that, you need to be doing some segmentation and targetting.
The Rise Of Online Branding
We’re still in the early stages of understanding how marketing will change as a result of the digital age. But one thing is for sure: the line between marketing and advertising has blurred. The two used to be distinct roles, but now they’re extremely intertwined. You can’t build a marketing plan without also taking into consideration the role of digital marketing, as it’s impossible to know where one ends and the other begins.
In the past, marketing involved getting the word out about your products. You would do this through various media channels (i.e., TV commercials, print publications, etc.) To determine how effective your marketing was, you would look at how many people contacted you or visited your website after viewing one of your ads. If you spent a decent chunk of change on advertising, you would also measure how many orders you got for a product or service as a result.
In the digital age, the line between marketing and advertising has blurred. Just because something is online doesn’t mean that it should be considered digital marketing. The term “offline marketing” itself is already starting to become obsolete. As consumers spend more time online, the amount of time they spend “offline” is decreasing. So while marketing used to be considered “non-digital” because it took place offline, today it can simply be considered another method of interacting with potential customers via digital platforms.
With the rise of the online brand, marketers can now build a brand name for themselves across multiple online platforms. They can establish their expertise and create a persona around it. In addition, they can engage with customers online via blogs, websites, and social media. The goal of this type of marketing is to establish an identity for the company/brand and to create a relationship with the customer. If everything is done correctly, this will lead to increased brand awareness and eventually, sales.
Why Should You Track the Performance Of Your Offline Marketing?
So, you’ve decided to try and grow your business through offline marketing. That’s fantastic! You’re making the right choice and you’ll see success sooner than you’d expect. But, how exactly do you track the performance of your offline marketing?
Luckily, you don’t have to track the performance of your offline marketing in the traditional way. You can use analytics tools to track the success of your campaigns. These tools allow you to measure the performance of your marketing and analyze the results. In addition, you can put a dollar figure on how much money you’re spending on each tactic. This way, you can easily determine if the investment is paying off or not.
There are a few different ways that you can use analytics to track the performance of your offline marketing campaigns. First, you can look at the conversion rate of your ad clicks. Second, you can look at the number of calls that led to sales. Third, you can measure how many visitors you get to your website as a result of your online marketing activities. And, last but not least, you can consider the social media channels that you use for marketing, how many engaged followers you have, and how much attention your posts get.
Keeping Track Of Your Offline Marketing Tasks And Results
Once you’ve established a baseline for your offline marketing efforts, you can use this baseline to track the results of your campaigns. You can set up automated email notifications to let you know when something important happens. For example, if you use HubSpot, you can set up emails to be sent to you when someone opens a new lead, when someone leaves a comment on your blog, or when you get a new follower on social media.
Keeping track of your offline marketing can be an exercise in itself. You have to remember the dates that you launched each campaign, how much you spent on each campaign, and what the exact results were. For this reason, it’s often easier to hire someone to do this job for you. An experienced marketer can easily keep track of all your offline marketing tasks and results, as well as offer tips on improving your performance. Plus, they’ll be able to provide you with analysis on how each campaign was successful or if there were any tweaks that could have made it better.
The Importance of Segmentation
Even in cases where you’re only using offline marketing to grow your business, segmentation and targeting is still extremely important. The term “segmentation” simply refers to breaking your target audience into groups based on shared interests or demographics. For example, if you sell health-related products, you can segment your customers based on their interest in fitness or nutrition. Or, if you sell shoes, you can segment your customers based on the gender or age group. Once you’ve defined your target audience, you can use the data to craft tailor-made marketing campaigns.