The Link Between Online and Offline Marketing
The link between online and offline marketing is worth exploring
Some people believe that offline advertising is dying. People say why spend money on traditional advertising in magazines when online advertising is so much more effective.
If this is the case then should all marketing spend be directed online? Recent studies show that many businesses are moving most of their advertising spend online. Many people believe that it is now much more effective than offline spend.
But there is still a place for offline marketing such as TV advertising, press advertising, exhibitions and PR. This is partly because offline costs are falling, making it more affordable, but also because offline advertising can help the effectiveness of online advertising.
Offline marketing can increase Google Search volumes. It plays an important role in encouraging a higher volume of Internet searches.
This is particularly important within areas such as TV, cinemas and film/DVD advertising, the national press and promotional advertising at events.
Ultimately offline advertising can make online advertising even more effective. So offline advertising isn’t dying, it is just now of lower in importance than online marketing.
So therefore not all marketing spend should be directed online because offline spend actually helps the effectiveness of online spend.
Published on 24/05/2012
