Ultimate Marketing Technique – Offline plus Online Marketing

This is a guest article by Nick Stamoulis. Join the discussion and voice your opinion by following our guest blogging guidelines.

With the whole world online these days (hence why it’s called the World Wide Web), traditional marketing practices are getting an overhaul as some believe that the Internet has negated their worth and cost-effectiveness as part of a marketing plan. With many marketing experts (and traditional journalists) lamenting the demise of newspaper readership and subscription renewals, online versions of every major paper have stepped up to support their offline brethren. As phone books lose ground to local-based search apps, many marketers are left speculating as to where the local search industry is heading.

But website owners and companies shouldn’t abandon their traditional marketing efforts in favor of SEO and SEM any more than they should completely ignore the changing landscape and subsequent shifting to an online world. Following either of these tunnel vision approaches will only hurt the business, the brand and the company’s bottom line in the long run.

Having an online presence provides companies with the chance to connect with their consumers on a different level. Their brand can reach into user’s lives at more touch points than ever, with every moment having the potential to prompt that user to action. Every day, more and more users turn to search engines to ask questions and find information. It makes no sense for a company not to promote their site as the answer to the user’s query. It is especially important to have an online presence when users search for that company or one of their brands in particular.

With the growing use of social media sites and the new phenomenon of daily deal providers like Groupon and LivingSocial, companies can push their SEO efforts and reach an even broader consumer base that, interestingly enough, can be more targeted than before.

But none of these online endeavors are magical potions that can make up for a lack of offline branding and promotion. If consumers don’t know a company by name or product, it makes it that much harder for them to find that company’s site unless by chance.  Online and offline efforts need to work together to help a business grow their consumer base and promote their brand.

For instance, let’s say a restaurant is offering a special Valentine’s Day deal. They are trying to get word out about their Valentine’s Day promotion that gives customers two free glasses of champagne with their dinner if they book their reservation by February 10th. They post this deal to all their local-search and social networking profiles, as well as the restaurant’s main site. They also decide to print the offer at the bottom of customer receipts for the first two weeks in February, prompting in-house patrons to book their reservation once they finish their meal. The restaurant also decides to create a partnership with the florist next door, where guests can purchase a custom designed Valentine’s Day bouquet for a discount when they mention their reservation at the restaurant. The florist posts this information to his site, hangs a sign in his front window and has an ad printed up in the local newspaper announcing the promotion.

All of the aforementioned efforts work with each other to promote the restaurant’s Valentine’s Day deal. The results are a full reservation book and a very busy florist.

The Ultimate Marketing Technique

Relying solely on offline or online efforts effectively cuts the legs out from what could be a very successful campaign. Marketing plans should allow for both to be implemented and worked through.

  • Great information, a lot of hot, hot hot marketing plan tips.

    Keep em coming, great stuff.

    Thanks for sharing that traditional marketing practices are getting an overhaul as some believe that the Internet has negated their worth and cost-effectiveness as part of a marketing plan.

    And you are so right on that relying solely on offline or online efforts effectively cuts the legs out from what could be a very successful campaign. Marketing plans should allow for both to be implemented and worked through.

    By the way, if it’s OK with you I’d like to add that no marketing plan or marketing calendar should be set in stone!

    If history has taught us anything, no matter how effective your plan may be, chances are, it will have to be altered at a given time; due to what your competitor(s), clients, future clients or suppliers are doing.

    Here’s the kicker, don’t feel as if you have to be a psychic.

    Don’t feel overwhelmed at the thought of needing a business and marketing plan so flexible that it takes away from the overall aim and goals that made you ‘hungry’ to market your particular business, product, service or idea in the first place!

    No doubt about it, there’s an easy way to be sure that you can continue to have success in the future – if you just start off with flexibility in mind!

    The best way to do so is to have a marketing plan and marketing calendar that is flexible and built to adjust itself when the time comes to do so.

    Respectfully,
    Sandy Barris
    Fast Marketing Plan.com

    • Sandy,

      Thanks for the comment! I agree that SEO shouldn’t be written in stone. It’s good to have a game plan, but sometimes circumstances change and you have to be ready to roll with the punches.

      Best,
      Nick

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  • I agree that offline and online marketing must work together to be successful! Great information and nice use of examples.

    • Seth,

      It’s marketing 101, right? Integrating your offline and online efforts should be on every company’s mind. But so many fail to fully capitalize on it.

      Best,
      Nick

  • Yeah off-course, online presence that connects the people in the different path. And, both offline and online that work very well and to promote their brand well. And, i would like to say thanks for written a great article on here.

    • Kavya,

      Thanks for the appreciation! Glad you enjoyed the article.

      Best,
      Nick

  • I think both has there own importance, online presence connects the people in the different path both work well together.

    • Tim,

      It’s all about making the connection! You have to fish where the fish are.

      Best,
      Nick

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  • If you notice some big IM guru , you will notice that they always stay connected with online as well as offline contacts and keep inviting them to new concepts discovered by them . I have read some where that – Good Business is all about relation and relations are the best way of free publicity . Once you satisfy our near one’s you sales will increase automatically .

  • I prefer both online and offline marketing to get success.

  • It seems we all agree that online and offline marketing efforts need to be orchestrated to form a successful marketing campaign.
    However, I’ve noticed quite a lot of traditional b&m businesses struggling to grasp that fact!
    A chance for a smart internet marketer, don’t you think 😉

  • Nick, its one of the informative post. No words say about that:).And, i would like to say thanks for written great topic on here.

  • The most successful marketers build a strong presence of themselves both online and offline. If you’re just online, you could be anybody, a shadow of sorts. People in your network (customers, contacts) still need to certify your identity in the offline world. One can’t hide behind the keyboard and create a presence/brand that way.

  • Hi Nick,

    You have an awesome article! Applying both off line and online marketing technique is such a great idea. You can be sure that your business will have an output at the end of the day. The more visible your business is, the more traffic you get and thus the more money you earn eventually. Perhaps, this shall also be done hardly and exerting a lot of effort to make this happen, isn’t it? Besides, millions can’t be yours in just a very span of time. Every business has its own time.

  • I was doing only online marketing , now I will also do offline marketing.

  • More and more people are trying to promote their business on the internet and forget the importance of traditional offline marketing, but as you said the combination of both marketing strategies it’s the ultimate marketing technique, thanks for sharing

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    Nice blog.