Do you know the difference between online vs offline advertising? Before we compare these two worlds, let us explain the concepts of online vs offline marketing and get a closer look at what all fall into these categories.
So, what is online marketing?
Online vs offline marketing, do you know which originated first? Online marketing originated with the rise of the Internet. It is a set of marketing activities that are defined within the marketing strategy and their purpose is to bring more visitors to the website or e-shop, which they are trying to turn into a business.
Offline marketing stands in opposition to online marketing. As the name implies, this type of marketing will have nothing to do with the Internet, although this is no longer the case today. Offline marketing is therefore a targeted set of marketing activities in the real world.
- Club business memberships
- Network marketing
- Partnerships and alliances
- Banners and billboards
- Print advertising
Online vs offline – Advantages vs Disadvantages of both types
Online marketing is clearly the fastest and easiest way to be visible. Thanks to the relatively precise targeting that the online space offers, even a start-up entrepreneur can very precisely optimize their campaigns and effectively reach their customers within 2-3 months. It is the relatively easy use of tools within individual ad networks, such as Google and Facebook, that has caused a massive increase in online. Because the pay-per-click auction principle applies within these networks, the increase in users has resulted in a natural increase in the final cost-per-click that the advertiser determines. But at the same time, if he wants to assert himself, he is naturally forced to increase the price per click. This fact has made targeting and effectiveness more important today than ever before.
Online space is therefore a big battleground for top creative marketing teams. Teams often specialize in specific areas of online marketing, rapidly reducing cost per click and reaching a larger group of customers. This naturally generates high conversions, and therefore sales for salespeople. The biggest advantage of online marketing is data analytics, which allows you to analyze the audience in detail and thus better target advertising and respond quickly to a decline in website or e-shop traffic. The growth of online marketing has caused a significant decline in offline marketing in recent years. Offline is often referred to as expensive, dead marketing. But is it really so?
Although at first glance it may seem that print or banner advertising is past its glory days and is slowly falling into oblivion, this is not entirely true. The advent of artificial intelligence and new advanced technologies, such as biometric face recognition and better and cheaper printers, has significantly changed the power ratio of online vs offline marketing. Add to this the rise of online marketing´s prices, the decline in interest in social networks (especially Facebook), the monopolization of the market in some segments of large and well-capitalized multinational corporations, and online with offline marketing are starting to play a balanced chess game.
It is true that targeted online will always have the upper hand. The unprofitability of performance marketing in the long run now places more emphasis on brand and brand value than ever before.
Speaking of brand, offline marketing is an integral part of any marketing strategy. In addition, new technologies such as biometric face recognition and artificial intelligence already allow us to identify age, gender, skin color, clothing brands, or other valuable data on digital banners or large screens in cities or SC, based on which we can choose the appropriate advertising that you can show the person. We can then analyze such ads and optimize their performance. The advent of these technologies is already fundamentally changing the view of offline marketing and gives it a whole new dimension and possibilities.
So, which type of marketing pays off more – online vs offline?
It will never be possible to say broadly which marketing activities are better or worse. We must always bounce back from surveys and get to know our customers. Subsequently, we can find out where these people are grouped and in what form we can then address them. However, I can say that from my experience in online, I work more with products with a lower nominal value at the level of tens to hundreds of EUR, which are easily comparable or explainable. On the contrary, more expensive products worth thousands to tens of thousands of euros require more physical contact and a special approach. But if I have to say globally the profitability of individual campaigns in the medium term, the most profitable strategies have always been a combination of online and offline campaigns.
Online vs Offline – so what is the conclusion?
Find out what works well for you in terms of marketing, do it consistently and at the same time constantly look for and test new communication channels. Test new social networks, such as Tik Tok, try podcasts or advertising on platforms (such as Spotify), organize or sponsor events that add value to your goal, respond to what is really going on in your market, and try to make the most of your brand. Examples are the World Hockey Championships, cycling, athletics, various cases, and other events. Be creative and your customers will appreciate it.