A Business Owners Look at Online vs Offline Marketing
A Business Owners Look at Online vs Offline Marketing
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.
A Business Owners Look at Online vs Offline Marketing - To learn more about this author, visit James Wells's Website.
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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.
A Business Owners Look at Online vs Offline Marketing - To learn more about this author, visit James Wells's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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