Image courtesy of Stuart Miles

Online Marketing versus Offline Marketing

In Online Marketing by OLM

Marketing efforts (online or offline) have always been a sensitive issue that generate endless discussions on investment in advertising and creating awareness. Although there seems to be no doubt about the benefits of marketing online versus offline, many companies still lag behind in this virtual environment.

Even though some companies have understood the advantage of creating an online presence, their efforts seem to stop at building a presentation website that often is lacking in looks and functionality or creating a Facebook account that does not impress through the quality or quantity of posts.

Online marketing includes an impressive series of actions and directions that include but are not limited to: SEO (Search Engine Optimization), Content Marketing, Email Marketing, Social Media, PPC (Pay per Click) and so on. All these actions lead to the following five benefits:

  1. You can change it easily and quickly. In traditional marketing, advertisements and ads are found in magazines, newspapers, TV spots, radio etc. Once published or broadcast, efforts and costs to achieve a change of content are redundant and exorbitant. Instead, the change of an online banner or text displayed in an advertisement can be done quickly and with minimal costs. It is even encouraged to try several variations of ads to see which generates more conversions.
  2. You can follow the results in real time. Through analytics or other tracking software it’s extremely easy to track customer interaction with the brand and your products. Thus you can easily see if an advertisement in AdWords or Facebook contest brought you results, which are the words that customers react to, the images draw attention and therefore you can calculate your return on investment.
  3. You own a much larger variety of choices. New methods of promotion, social sites, directories, forums, and many more appear every day; online marketing is in constant expansion. From blogs, to videos, to webinars, infographics, online brochures, paid advertising and more, the options are endless and waiting to be tested.
  4. You can segment the market more easily. Through online marketing segmentation by location, age and sex is much easier. This segmentation can be extended to the level of education, occupation and other indicators for online campaigns. Ads get much easier in the inbox (without turning to spam), ads displayed on websites are visible to the targeted consumers and social media interactions are focused on the interests of possible customers.
  5. You can turn visitors into customers. Because commercials and ads are targeted to potential customers, website visitors are more easily converted than if they had seen them in a newspaper. By creating direct channels and methods of conversion on your website, your number of customers will increase because online media is available 24 hours unlike a physical store that is open from 9-6.

No matter if you are a start-up or working in a multinational, online presence is essential. Studies show that 70% of consumers check products online before they purchase them offline. If you do not take advantage of as many online channels as possible that means you’re already behind the competition.