They say marketing is what you do when your product is no good. In this competitive world where brands cannibalize brands a good product can fall flat on its face if not marketed correctly. So what is correct marketing – Well, there is no one correct answer to it: some marketing stunts make it while others break it. Whatever the case may be one thing is certain you need to reach the right audience at the right time with the most effective marketing channel. So which is the most effective marketing channel you ask – broadly we can categorize them into online and offline channels.
The below Infographic throws some key insights about how consumers are interacting with online and offline channels and how marketers need to align their marketing strategy with emerging trends.
Online Marketing Tactics
Offline Marketing Tactics
Search Engine Optimization – SEO
Search Engine Marketing – SEM
Social Media Marketing – SMM
Brochure, Leaflet, Business Card etc.
Why Online Marketing?
Digital Marketing is the new poster boy of Advertising. There is no denying, consumers are shifting towards digital platforms – as they see value in it. This is compelling brands to be present online. The mere fact, advertisers can plan, create, execute, track and optimize their campaigns makes digital so powerful.
Imagine if someone is looking for a product/service online and your brand pops up at that crucial moment furthermore you are able to repeat that every time when someone is on a lookout. Search Engine Optimization and Search Engine Marketing are brilliant when it comes to pull marketing. Your Brand shows up with a relevant offering when it matters the most.
Social Media has become a way of living. Users are not shy to shed off their inhibitions and just express themselves. One viral piece of content can give a brand what they constantly crave for – engagement. Social Media plays an important role for capturing mind space. A product when referred by a friend on Social Platforms increases the conversion rate by 70%.
Benefits of Online Marketing
Targeted Reach Cost Effective Two way Communication Convenience Personalization
Why Offline Marketing?
60% of world’s population does not have an internet connection. United States internet penetration is around 88 % which means 37 million people have to be tapped via offline channels. TV is still the number 1 choice for Brands when it comes to advertising and newspaper circulation is increasing in Latin America, Asia, Middle East and Africa. All these facts confess that offline marketing is here to stay.
Companies that think their goal is revenue must focus on what leads to revenue. Everything happens for a reason – The key is to track that reason.You must reckon each channel that contributes to your revenue and then come up with optimal combination of channels which allows you to achieve your revenue goal most efficiently.Companies that integrate online and offline strategies have more control over their value chain. While tracking offline conversions can be a tough nut to crack – one way to proficiently track them is through QR codes. Adwords offline conversion tracking is another way to track online ad clicks that later on converted offline. However, the bottom line is finding and tracking channels that work best for your business whether offline or online.
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