Before the rise of the Internet and the capabilities it has awarded advertisers and marketers, all promotional activities were executed offline. Websites were magazines or newspapers; social media was interacting with your friends or colleagues in person. Advertisers were limited to traditional mediums, like radio, television and print. Today, online advertising has been around for a while, and people are looking, both online and off, for more authentic, imperfect brand experiences. This article looks at the advantages of both online and offline marketing – and how to integrate the two for ultimate engagement:
The power of online
For all its fantastic potential, the Internet has given consumers one game-changing thing that trumps the rest. We’re talking about convenience. Today, Internet users can instantly research brand information by looking at websites, listings and online reviews. They have access to vast networks of people who both generate and consume content. Before attending events in-person, people will research the venue (if only just for directions), and even check into social media to see who is attending.
For marketers and advertisers, being online and connected to audiences, through nothing more than the click of a button, has transformed how campaigns are executed, consumed, and responded to. Marketers can reach people on their mobile devices, and advertise directly on search engine results pages (where people look for information). Social media has given brands a highly-impactful platform to reach more people on more occasions.