Product ID: 15504
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The discussion between online and offline communication is old. Since the internet began to crawl in the 90s, many people have already prophesied a future in which traditional media would be completely replaced by digital. Over the years and the evolution of technologies, online possibilities and tools have indeed proven to be extremely useful for marketing strategies for companies in all sectors, but that does not mean that offline communication has ceased to exist.
Despite giving up the considerable ground for digital, traditional media remains important for a successful communication strategy, especially if the business focuses on the local neighborhoods. For example, if someone runs local businesses based in Surrey, he/she needs to consult with business specialists based in Surrey too. In this article, we will explain better why, when in doubt between online and offline communication, the best choice may be to bet on a smart combination of both. Good reading!
Offline marketing or simply traditional marketing is the name given to strategies that use physical or “non-digital” media, such as advertisements in newspapers and magazines, billboards, TV advertising, and others.
For long years, these were the only options for those who wanted to advertise their products and services. Without investing in this type of communication, a company was practically invisible to its customers.
However, investing in traditional media efficiently has never been cheap: to achieve good results, it was necessary to pay for space incredible vehicles, develop striking advertising pieces, ensure expressive visibility and frequency, in addition to investing in research to better understand the public and measure the results of the strategy.
With the arrival of digital media, new possibilities for communication and marketing have emerged. However, contrary to what many pessimists imagined, offline has not ceased to exist: it has been evolving and adapting to remain relevant today.
Traditional media continue in some ways to be strategic for building a brand, thanks to the credibility built by many of them over decades of relationship with their audience.
In addition, in the case of audiences not fully connected, radio, TV, magazines, and even pamphlets remain a more efficient impact.
The differences between traditional and digital communication go far beyond a simple exchange of media. The format of the pieces and the strategies used in each one are different, and in some cases, the audience that will be reached by the campaign. Firstly, integrating a strategy that has elements in both areas is something that works very well, as it is possible to use the advantages of each method to engage and achieve, more efficiently, the desired results.
So, an example of an approach to this is to create calls to the online television commercials and check the accesses measured in analytics tools at the time when the advertisement was shown to measure the effectiveness of the investment made in traditional media.
Perhaps the best tip here is to approach a “digital-first” vision, that is, prioritize digital through the control and firepower of the media and tools. Secondly, use traditional media elements to expand the reach and engagement of the campaigns. However, without a doubt, what will be most definitive to choose between online and offline is the public. If people who consume the brand’s products and services are mainly on social media, such as Instagram and Facebook, it is through these places that the company should talk. Most importantly, showcase your new Focus Logo on all channels.
There are many reasons to have online marketing as one of the tools in a brand’s communication strategy. The most decisive of these is precisely the possibility of measuring in detail the efficiency of the results. So knowing, with certainty, how each person is impacted and making adjustments to the parts to enhance this performance.
The analytics tools are much more functional and cheaper and even faster than the surveys and data used to measure the success of offline campaigns. You can even find out who has already been converted by an ad and stop showing it after that.
Another striking advantage of digital is cost. Offline campaigns usually involve a high investment in media and previous research, while online; it is possible to achieve expressive results with proportionately lower investments.
This low cost ends up being reflected in the return on investment, ROI. In digital, it is possible to scale a successful strategy more easily. Also, thereby maximizing the return on investment in fixed costs, such as the development of parts.
Finally, the ease of personalizing communication and segmenting the public makes it easier for the Focus Logo brand to engage its consumer online. While in a TV commercial or billboard on the street, every type of person is affected. Besides, it is easier to establish direct contact with the right consumer, with a high level of accuracy.