Understanding the Essential Buying Guide Offline

Is offline marketing living its last hours with the explosion of digital? A recent survey reports that 28% of marketers claim to have reduced their offline marketing budget to fund their digital marketing in 2015. Between 2012 and 2015, newspaper ads went from 18.9% to 15.8% of the market. By 2019, Smartphone advertising campaigns and campaigns should reach 50% of companies’ marketing budgets. Should we see this as a sign of an announced end of offline marketing?

Real world VS connected world

Big data, the virtual image, social networks and the importance of SEO in brand awareness have taken precedence over offline marketing. However, to bet on this type of marketing would cut you off from the least connected population, such as children and seniors. You can find the offline marketing zone also.

Indeed, offline marketing gives the possibility of establishing a real connection, an attachment to the product on the part of the customer via a concrete presence, without the intrusive dimension of web marketing that many Internet users deplore.

Advertisements shown before the screening of a movie are often better received by the public than a banner embedded in a web page or an automatic pop-up window that prevents an article from being read to the user.

If children or seniors are less accustomed to live connected, some of your customers may also be resistant to the Internet tool, have reduced access to it or not have the necessary hardware to connect.

As a result, maintaining a portion of your budget to fund offline marketing will allow you to continue reaching these potential / existing customers / prospects.

What offline marketing actions continue in 2018?

Whatever your field of activity, offline marketing will result in a wide range of media and events that will allow you to become known, to expose yourself and to communicate about your services.

Paper media, such as the business card, may initially contain the site address (URL) of your company. It will be the same for all your official documents such as letterhead, invoices, purchase orders, brochures, flyers, or faxes. Distributing catalogs, flyers or coupons in mailboxes is another method of offline marketing.

The display marketing will materialize by stickers on the car of the company, a balloon, a poster, a postcard, a t-shirt, a cap, a USB key (non exhaustive list). All these objects facilitate your communication while promoting you. Give them to your customers and turn them into ambassadors for your brand.

Remember to become a sponsor or partner of events or personalities related to your field of activity. Footwear or sportswear brands often sponsor top athletes or the Olympics.

Companies that invest locally in a cultural festival or charity benefit from the altruistic and social image those results. In addition, your visibility will increase thanks to official products, banners, tarpaulins or advertising media put in place during the events. If the organizing association has a website, you can also be featured on this portal and complete your marketing strategy with a double online display.

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