Choosing the right marketing activities for your business
With the rise in social media platforms, online channels and digital out of home screens (dooh), consumers are constantly exposed to some form of advertising as they go about their day.
Marketing is always evolving, but these techniques, activities and strategies will fall into two distinct areas; Online and Offline Marketing.
In this blog post, we’ll talk about the differences between online and offline marketing, look at how to utilise it as part of your business, consider the developments in marketing, and finally look to the future, and where we should be focusing our attention.
What is online marketing?
Online marketing, often referred to as digital marketing, is the process of promoting and selling goods and services using methods over the internet.
Digital marketing activities include advertising across search engines, social media platforms and online channels to promote their goods and services to consumers
What is offline marketing?
Offline marketing, sometimes referred to as traditional marketing, is the activity of promoting and selling using activities including broadcast media (TV / Radio), print, events and OOH / DOOH (out of home, digital out of home). Simply put, anything not involving the internet!
Using online and offline marketing in your business?
When deciding which marketing activities to use for your business, it’s important to start with your target market. Put yourself in the shoes of your target market and ask yourself,
- Who is your target market?
- Where do they spend their time?
- Which marketing activity is most likely to reach them?
Once you’ve answered these questions, and outlined your budget, you can start putting your marketing plan into action.
When formulating your marketing plan, the best approach is to include a combination of online and offline marketing activities. Consumers aren’t always online (e.g. when they’re driving) so this is when offline advertising will play its part!
Digital Transformation In Marketing
As the number of marketing touchpoints and channels grows, so do the needs and expectations of consumers.
Over the past 10 years, we have seen the increase in personalisation, targeting and improved engagements, which have contributed towards better ad campaigns and stronger relationships between brands / businesses and consumers.
The digital transformation and the advancements in technology, machine learning and data and analytics, means that brands and businesses are responsive and reactive to their target markets.
Future Effects On Online And Offline Marketing
So what’s next for online and offline marketing! Here’s the areas to watch out for…….
Artificial Intelligence / Machine Learning
This will continue to grow and improve advertising campaigns through keyword predictions and audience insights.
More Targeting and Personalisation
Data and Analytics will provide the framework for improved campaigns and targeted advertising to customers.
Impact of Cookie Policies and Privacy
Consumers are more aware of the value of their data. The use of apps by businesses will be a great source of primary data.
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