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. The effective integration between your marketing strategies will provide you the most effective way to reach your target customer base.



A Business Owners Look at Online vs Offline Marketing - To learn more about this author, visit James Wells's Website.

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