Running a business in the present is certainly not an easy task. Entrepreneurs today are confronted with a multitude of issues each day, and there’s constantly something new that the entrepreneur must pay attention to.
Nowadays, we have a variety of tools that can be used to advertise a company and we are forced to choose between offline and online tools.
While one isn’t a substitute for the other, and they can both be integrated into a plan but the differences between the internet as well as offline advertising are huge and, as a result, the outcomes which can be attained.
In this article, we’ll examine both strategies and show the advantages that an Internet-based Marketing Strategy can bring as compared to traditional ones.
Does offline or online marketing more effective?
It is the response to the question will always be “It depends”.
Each business is unique and every case deserves an analysis that is thorough.
In reality, there is no definitive solution. Most of the time, especially for physical companies, the solution lies in the blend of these two strategies, employing both non-digital and digital tools simultaneously.
In this article, we would like to present to you five advantages that online advertising has over traditional We hope they’ll help you with your marketing strategy.
Differentialities between offline marketing and online marketing
Before we begin an analysis of the data, first try to understand the differences between offline and online marketing.
The most significant difference is in the media used.
Here are some instances to better know:
Marketing online: Social media (Instagram, Facebook, Twitter, TikTok, etc. ) newsletters SEO positioning Facebook advertising, Google ads, blog articles, websites, banners as well as influencers.
Marketing offline: radio, local magazines, television billboards in the streets and in subways, posters, etc.
5 Advantages of Online Marketing
Now that the distinction between these two tools becomes evident, let’s go to look at the advantages of marketing via the internet over offline.
We have identified five principal points that we will discuss each one by one in the following paragraphs:
- Economic
- Specific goals
- Measurable
- Optimizable
- Always on the move
1. Cheap vs Expensive
The most significant difference between online and offline marketing is located in the price.
The tools available in the present have enabled us to enable advertising a business more accessible to everyone.
If in the past, promoting your business was just a possibility for big brands with massive budgets for advertising, today, marketing on the internet allows us to begin with just a few dollars.
It doesn’t mean that you shouldn’t put money into it. We are not trying to fool you into thinking that with just a few euros of investment, you could achieve impressive outcomes.
Marketing on the internet is not an activity and, as with every other marketing strategy requires ongoing investment and dedication, as well as analysis and a willingness to take risks.
One thing that is definitely the case but is that you could begin with nothing.
You could try some experiments or put aside the first few euros to master the tools effectively or just test the reaction of the market to your idea.
Traditional marketing On the other hand is not equipped with these tools, and any investment comes with a high cost (which will depend upon the method selected) at the very beginning.
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2. Mass vs Specific Target
Another benefit of online marketing is the ability to choose your audience.
Nowadays, there are a variety of digital tools that allow us to present our advertisements specifically to people who might be interested in our products and services.
The most popular of them is certainly Facebook advertisements that allow us to display our advertisements on Facebook as well as Instagram.
By using this platform, in the real sense, we can select precisely who should view our advertisements.
Let’s look at an illustration. Let’s say we own an establishment that offers beauty services. We are aware that our clients are mostly women aged between 30 to 50. We would like to develop advertisements to attract new customers.
We are able to set up our advertising campaigns and choose to only show ads to women aged from 30 to 50 who may live within 2 km of my center.
Everyone who does not meet these qualities will not be able to view the advertisements which make our marketing specific and focused on potential customers.
Another extremely effective online tool is extremely effective Retargeting.
Retargeting is a feature that lets us a contact or only show certain content to those who have performed a particular step.
Imagine you’ve launched campaigns for your salon. A small portion of customers will sign up for one of your sessions after the first time.
Certain users may require more time. For instance, they might visit the site and then visit Instagram, visit the Instagram page, then leave an easy like, or even a comment.
Retargeting allows you to select to show advertisements only to those who have expressed curiosity in your company.
Do you know that you are looking at a pair of shoes on Amazon and then, just within a couple of seconds you see the announcement of the footwear on Facebook? This isn’t magic. They don’t have a way to read your mind! This is known as retargeting.
This isn’t possible offline. Imagine that in order to advertise the same beauty center, we choose to purchase an advertising billboard at an underground station.
As you might imagine there is no way to control the people who view our advertisement. We are not allowed to show it to women aged between 30-50 years old, however, anyone passing by will be able to see it (therefore as well for children or men who are off the mark).
Additionally, it is extremely difficult to gauge the effectiveness of advertising and also not being able to contact anyone who expresses interest but doesn’t buy on the first attempt.
3. Measurable vs Unknown
One of the greatest benefits of marketing online is the ability to measure of the work we do.
Online activity is usually traceable and provides us with vital information.
The data collected will prove valuable in measuring whether our efforts are effective and will give us the possibility to swiftly alter them to match the results we hope to get.
We can determine the number of people who have seen our advertisements and the number of people who have interacted with us, how many people have visited our website or specific pages to book or purchase our service/product, the number of e-mails from potential customers has we collected, etc.
Let’s look back at the model of the salon.
If we start an online campaign to advertise an offer, within some time, we will be able to review the results to determine the effectiveness of the campaign.
We can track the number of people who have seen our advertisements and, as a result how many have taken the desired action (leave your contact details, schedule the first meeting make a request for information, navigate the link to book a session, etc.)
The same isn’t discernible if the same advertisement is displayed in metro stations.
What number of people saw this billboard? What percentage of them were actually on the right track? What percentage of those who reached us for information learned about our business due to the announcement?
It is easy to understand that the other option even though it may give us some benefits, it’s far more costly. It is viewed by the uninterested public and very difficult to measure.
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4. Optimizable vs Static
This idea is connected to the earlier aspect. If we have the capability to assess the outcomes of a procedure, we can easily determine if it is working or it doesn’t.
Then, we can act in a way that is appropriate: we can modify or eliminate things that don’t work and increase or improve the amount of money that works.
As it is hard to gauge, offline marketing does not allow this which makes our business very static and difficult to improve.
Let’s look back at the model of the salon.
We can create various ads using different pictures or text. We can also use identical ads simultaneously on Facebook or Instagram to determine which one is most suitable for the ads. We can also decide to show them using creating segments of the audience to determine which is the most effective that is between the 30-40 age range, and the other between 40 and 50. We could also introduce ads with discounts, while others are the full price.
After the data has been reviewed and the best solutions to solve the problem best have been identified, we can choose to focus the rest of our budget on these solutions, and optimize the resources available to their best capability.
The same is clearly impossible offline.
If we take the example of the billboard on the underground, it is constrained by the design that the channel.
If we discover that the advertising isn’t functioning, we are unable to remove the billboard simply by not the payment and even less alter the message by testing a different offer or an attractive design.
5. Always on the go vs. fixed hours
The final item on this list of benefits that online advertising has over traditional marketing is the possibility to connect with potential customers during our sleep or when our shop is closed.
Online advertisements are present all day, seven every day of the week. You can find out about new products or purchase a product in the middle of the night, or even when stores are shut.
You can also set up the software to show ads only on certain dates.
For instance, if we find that our customers tend to purchase between 18:00 and 22:00, we may decide to maximize the whole budget during that time of the day by showing advertisements only at specific time slots.
Traditional marketing however adjusts to the time set by the media in question.
Referring to the example of the beauty center, even when our advertisements can be displayed online throughout the day (when the customer is looking for) The same can be said for billboards. not the case for those famous billboards.
In actual will only be visible during the hours of opening for the metro, and above all, only if an individual ( hoping that the station is on target) walks right through the station.
Conclusions
We’ve therefore listed in a few paragraphs the advantages of an online strategy for marketing in comparison to traditional marketing.
As we’ve observed that even physical stores can benefit from the huge potential of marketing online. It is always essential to be aware of your online presence and can be improved with only a couple of steps.
This article should assist you in creating your marketing strategy. If you’re interested and would like to hear your thoughts about the topic and you are welcome to leave an inquiry using the contact form below.
If you’re the opposite you need assistance with your strategy and would like to know how you can make use of online marketing for your company, you can contact us for help and discuss with us your ideas with no obligation.
Good job!
