Offline Marketing Vs Online (Website) Marketing

There are two main schools of thought when it comes to marketing products and services in today's commercial environment. Many older, larger businesses feel that television and radio are still the most relevant sources for advertising. However, there is an entirely new breed of business person who swears by the website and online marketing. This article will discuss some of the pros and cons of both.

Off-line marketing, or traditional marketing, is definitely still relevant no matter which way you slice it. Television is still the way to reach the broadest audience in the shortest amount of time. Radio remains the only advertising medium that people cannot get away from, nor do they want to. Many studies have shown that radio listeners are among the most loyal listeners of any medium around. They will listen to ads between content if they like the show. As most radio listening is done in drive time traffic, they are also listening to the same channel for the largest stretches of time.

Advertisers on television and radio usually receive spikes in business immediately following a campaign. The cost of television and radio has not gone down with the advent of Internet advertising. Content providers on television and radio say this is because traditional marketing reaches an entirely different demographic than online marketing. Therefore the two platforms do not compete.

This claim is tenuous depending on who you listen to. Although the majority of purchases made online are being done by a younger demographic, there are still many established professionals who have learned to do business online. Because that slightly older demographic is also more affluent, they tend to make bigger purchases online. More money per purchase balances the scale with the younger demographic. They tend to purchase smaller items in higher frequency.

Many businesses are also flooding online. The market is quickly saturated because of the low barriers to entry. Even if you have a professional operation, the message of your business can be drowned out by the pure size of the noise surrounding it. Literally anyone can create a thirty second advertisement for themselves and put it up on a video sharing site these days.

The marketing outlets online are taking note of this and tiering their services accordingly. Hosting a website and online promotions that used to be free now cost a great deal of money in order to implement. In short, the barriers to entry online are rising with each new business cycle. It is therefore essential to solidify your place as early as possible within your industry if you want to do so at a low cost.

These findings are definitely something to consider when you go about choosing your medium for advertising and marketing. No one wants to pay the premium for traditional advertising on television and radio. However, no one wants to compete with pure noise on the Internet. The solution is a happy medium.

Depending on what kind of business you run and what industry you are in, you must make a unique and individual assessment of where your customers are. There is no catch all situation available anymore when it comes to marketing to your target. The best solutions are usually hybrid in nature, combining both off-line and online promotions to catch customers in a web of sorts.

Online marketers call this kind of exposure "ubiquity." Ubiquity tends to induce comfort in a customer. Comfort induces conversion. Many market researchers say that this is the market analytic which will drive business forward in the new decade.

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