There is no question about the popularity of online marketing, as even significant brands invest in online marketing campaigns because they understand how effective those strategies are. However, it does not mean that you should only have a one-sided campaign and focus only on the online tactics.
Offline marketing still works. The use of roll up banners and posters, for example, are always a priority even among important brands today. You can’t let go of these campaigns because you feel like online marketing is enough. These are some reasons why investment in an offline marketing campaign is necessary.
1. There are more people offline
Even if most people have internet connections, it is only true among developed nations. If you have an international brand, or at least you are trying to expand your reach, you will face millions of people who don’t have internet access. As such, you need offline marketing to ensure that they see your ads.
2. You are trying to advertise locally
When you have a small business, you need to start promoting to a local audience. You want to attract their attention since they are the first ones who might buy what you offer. If you hang posters or use banners in malls and markets, people will start to feel that your business is a part of their community. It will inspire them to support your brand.
3. Other media campaigns are expensive
When you advertise on TV and radio, you spend a lot of money per second to get your ads on the air. Your small business can’t afford to pay for such ads continually so if you choose online marketing, you might think that you are advertising for free. However, your ads will actually have a further-reaching impact if you pay. Since you are spending money on advertising anyway, you might as well include print media campaigns.
4. You won’t suffer from transparency issues
Celebrating successes in your online campaign is easy. You may think that your post reaches thousands of people and is shared by hundreds but as you look at the accounts, you realise that they are only bots or fake accounts created to boost your popularity. The difference is that you won’t suffer from these issues when you advertise offline so even though it might be difficult to track if your campaign was adequate, you will know that real people saw what you put up.
You need a backup plan
Sure, your online marketing strategies might be doing well. You are touching a lot of people when you post something. However, if things don’t go your way, you need a backup plan and your offline campaign will ensure that you still have means of reaching out to people and introducing your brand.
Don’t be afraid to take a risk in advertising. Some people might tell you that offline campaigns are already obsolete, but there is nothing wrong in trying them. A few years ago, no one knew that online marketing would be a big deal, but it is now. As long as you can use the campaign to boost your brand, it is good.
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