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A Business Owners Look at Online vs Offline Marketing

Written by: James Wells

Article Overview: Online marketing has just developed in the last 10-15 years. Offline marketing has existed since man began to communicate. That is quite a bit of a head start, but like most all of our world; the two are closely related and have several similar traits as well as distinct differences.

A Business Owners Look at Online vs Offline Marketing

Offline marketing includes everything from print media, TV and movie, radio, in-person (events), road signs, and much more. Online marketing consists of email, video, blogs, web sites, pop ups, and more.

While brainstorming about this topic, I decided to make a list of the strengths and weaknesses of each just as should be done when preparing a marketing plan. I was a little surprised at the results:

Online Strengths:

* Much more cost effective
* Better able to hit target audience
* Cutting edge
* Unlimited range (no geographical limitations)
* "Pull"� marketing
* 24 hour availability
* Constant run time- available 24/7/365 to potential clients
* Rifle approach- targeted directly towards prospective clients
* Easier to monitor effectiveness and adjust- Easy to change/adapt
* Interactive

Online Weaknesses:

* Technology expenses and changes
* Audience reach limits
* Smaller range of marketing avenues

Offline Strengths:

* Proven history - customary
* Trust factor
* Tangible

Offline Weaknesses:

* Costs- Labor intensive
* Perishable- Time sensitive run time
* Unable to modify once committed
* "Push"� marketing
* Limited geographical range
* Shotgun approach

I may be biased, but as you can see there are many more advantages to using online vs. offline marketing techniques. But, and it's a big but, you can’t put all your eggs in one basket. To be fully effective in today's market you must integrate your marketing strategies. For example: send a postcard and monitor you Web site activity to help monitor the effectiveness of the postcard.

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Article Tags: Interactive Online Weaknesses Technology, marketing plan, marketing strategies, Offline marketing



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