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Offline Marketing


Moving from the now low-risk nature of online marketing to risky, high-cost offline marketing is a big step for any advertising firm to include in their repertoire or for any Web department to even begin drawing up such plans. Beginning with identifying effective marketing mediums, selecting the right distribution channels, creating advertisements, working with outside assistance, and tracking results are the most basic steps in building an offline marketing plan—but all of this starts with knowing your market target.

One of the most critical aspects of running a business is marketing. It encompasses every customer related task from creating awareness to customer satisfaction and retention. Marketing has become a complex and sophisticated function, especially now that an increasing number of businesses choose to start up online. Now, along with the traditional offline marketing tools, there are a number of web marketing tools and methods available. Most marketing will encompass both offline and online marketing.

The key differences that separate online marketing from offline marketing are as below:

•Snail mail vs. email – Email marketing is low cost, efficient, instant and effective means of generating customers. Snail mail is slow, generally more expensive.

•Limited radius of impact vs. unlimited – The target audience is global in the case of online marketing with the Internet shrinking the world. The radius of offline marketing is limited by physical, political and time barriers.

•Online customers are looking for a product or service similar to yours. The beauty of being an online business is that people log on to look for a service or product that you can offer. Whereas, offline businesses have to rely more on push marketing than the pull effect.

•Long, complex process of making a sale vs. instant conversion. A few clicks of a mouse and the product is sold, in the case of online marketing. Offline marketing process is time and manpower heavy, from generating leads to making a sale.
•Fixed office hours vs. 24 hour store – An online business can sell its products 24 hours a day while an offline business will open and shut at particular hours.

•Advertising in print, TV and radio is expensive. While online marketing makes it easy to offer content, audio and video clips for a very low cost.

•Pay for time spots vs. unlimited time and space. Advertising in offline marketing mediums are for a limited time only and you pay for time slots and space. In an online marketing scenario, you would keep your ads up for a longer time and pay much less.

•Cost per incremental customer. This cost is very low for online marketing based concerns, whereas this cost is appreciable in case of offline marketing efforts.

•Targeted approach vs. blanket approach. The above reason leads offline marketing businesses to target and select carefully, eliminating a lot of potential customers, who may buy in the future if not the present. However, low incremental costs result in online businesses covering a broad spectrum of the market.

•Segmentation. Preferences are much easier to track for an online business and this means that segmentation is simpler. The web marketing effort has the information it needs to customise its pitch at once.

•Customer contact. Access to customer information is automatic in the case of online businesses and the online marketing process is simplified and made efficient. Databases and mailing lists are created in an instant. On the contrary, offline marketing efforts for the same require time, employees and money.



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