ONline marketing VS. OFFline marketing!!

More and more people are reallocating their marketing spend to incorporate a larger percentage of internet marketing. Internet marketing includes the effective and successful likes of Pay Per Click marketing, Search Engine Marketing and Optimization, viral and social network marketing, email marketing, enewsletter marketing and more!!!

No more are the days of being forced to use only expensive, ineffective, limiting methods of conventional print and less-than-multi-media advertising.

I am not telling you to stop using conventional advertising all together, as it depends on your company, your market sector, your budget and, more importantly, your audience. But if you own a website (and you should own a website if you are even remotely close to calling yourself a business owner), then internet advertising needs to be a must-have in your repertoire of marketing tools. Not only will you reach a wider yet niche audience, you will save serious cash flow, as well.

I will give you the lowdown on some ineffective offline vs effective online marketing. Bit by bit, blow by blow.

Email vs. Direct Mail– Seriously? If you are engaging in direct mail still perhaps you haven’t thrown out your mail in a while. I know everyday when I first get to the office, I filter my physical mail by relieving myself of a majority of it by dumping it straight in the bin. The rest is presumably bills or something I ASKED to recieve. What a novel concept. Asking to receive advertising, or atleast giving my permission to receive it. Here are 2 excellent articles written by Zach Katkin, professional Internet Guru, on the damn-near FREE way to get people to ask for your advertising via email and then he will show you how to deliver your email effectively.

Email marketing is truly direct, as it finds it way ‘directly’ in the inbox of the individual you sent it to. Furthermore, it is ‘direct’ by potentially offering links to your website, services, etc and ‘directly’ asking for business and offering a way for them to ‘directly’ purchase it. All online. I’m laughing at how awesome this really is!!

The best part? Email marketing is as close to FREE as marketing will ever get, while the so-called direct physical mail marketing is brutally expensive.

This is the first fatal blow to OFFline marketing.

Pay Per Click Marketing (PPC) vs. Print/Radio/TV Advertising– Like I said before, I will never tell anyone to eliminate offline marketing from your selection, but when there are budgetary concerns and the need for immediate results, you will find no better option than pay per click marketing, or as it’s referred to in the biz, PPC.

Very simply, pay per click (PPC) is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser’s website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product or service. When a user types a keyword query matching the advertiser’s keyword list, or views a page with relevant content, the advertiser’s ad may be shown. These ads are called a “Sponsored link” or “sponsored ads” and appear next to or above the “natural” or organic results on search engine results pages. (Wikipedia.com)

With that said, PPC is pay for production advertising. Do you get that with conventional advertising? Not to mention the following reasons:

– Conventional advertising has a very limited market radius restricted by locale, budget, and available outlets. PPC advertising reaches only your target market or the wolrd! You pay only when someone clicks and is sent to your website with the presumed intent to do business.
– If someone runs a search for a particular keywords(s) that means they are looking for a company that does what you do! Hmmm, is that the case with conventional advertising? Anybody could be reading the paper, listening to the radio or lazily watching tv. Online participants are exactly that- PARTICIPATING! They are an engaged audience.
– Time is a factor. be there when they need you. Online you are available 24 hours a day everyday, and again, when they run a search for your keywords through PPC marketing you will be there when they need you. Again, conventional advertising will you try to keep up, please?

Fatal blow number two for ol’ OFFline advertising. This is starting to get messy real quick.

Search Engine Optimization (SEO) vs. ??????– Is nobody from conventional advertising going to show up to fight SEO? Seriously? You mean to tell me that conventional advertising DOESN’T offer you a way to optimize your Ad (like SEO does for a website) to rank higher than other ads without having to just pay MORE money for a better location, more color, additional screen time, prime time radio spot? You mean it just comes down to who pays more with conventional advertising? What happen to the days of strategy? Well, thankfully they are back.

Conventional advertising is all about Ad Spend and less about strategy. Internet marketing is won by the savvy, the technical and the strategic… and has very, very, little to do with money spent. How does that sound?

Go ahead and take a seat for now SEO, nobody showed up to fight you.

In the meantime, very simply Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results for targeted keywords. Usually, the earlier a site is presented in the search results or the higher it “ranks”, the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines. (Wikipedia.com)

Internet Guru Zach Katkin has authored a brilliant blog article introducing you to Search Engine Optimization.

Now that conventional advertising has been brutally battered, beaten and, let’s face it, completely and utterly embarrassed, let us leave it alone for a while.

I think I made my point.

Zach Katkin
Zach Katkin
Zach Katkin is the co-founder & CEO of Atilus. He is a Certified Google Professional, author, and lover of technology. He helps Atilus stay out ahead of online marketing trends and loves driving results for Atilus' clients.

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Recent Comments | 7 Comments
  • Scott Clark
    Reply

    Very true. PPC ads enable you full 24/7 control, edit, and manipulation over all of your ads and wherever there is a computer you will have identical access. I sure don’t intend to weather the elements and the height to change my grossly overcharged billboard ad.

    I will reiterate, though, billboard ads have there place… but our readership is primarily comprised of small business entrepreneurs, whom I certainly believe are better suited to allocate funds toward PPC.

  • Jermaine
    Reply

    Agreed. Also, PPC ads can be changed within minutes, if need be, while billboards may take days or weeks (or longer) to change.

  • Scott Clark
    Reply

    Additionally, PPC advertising is a virtual ‘billboard’ where millions of people are ‘trafficking” every second of every day all day. How’s that for exposure?

  • Scott Clark
    Reply

    Excellent point. First of all, billboards are a very expensive form of adverting(tens of thousands monthly depending on location and exposure), but furthermore their effectiveness is limited by so many factors. It will only be seen by those driving by so it has locale concerns, assuming the average driver isn’t preoccupied you hope they are looking and engaged enough to remember, but most importantly, unless a phone number is boldly listed and they are inspired that moment to react, there is no direct effect towards a sale. Billboards can be effective for the right business looking to advertise to a small region of individuals.

    Internet marketing however, engages those who are looking to be engaged. In the case of PPC marketing, individuals are actively participating in the advertising. they are looking for ads! And if your campaign is strategically managed, they will find your ad. And those who are actively participating in advertising are those looking to purchase. Or at least informing themselves for future sales.

    A billboard is best used by larger companies who are looking to reach a new audience or to reiterate their brand.

    The End.

  • Jermaine
    Reply

    What about the people who believe that conventional marketing is the only marketing that works for their business? I mean can the Internet really compete with a billboard (especially now since some have fancy- but annoying- led lights)? Even though people cannot measure it by exact numbers at least they know for a fact that people are viewing their message.

  • Scott Clark
    Reply

    Excellent point Zach! Thank you.

    That is probably the most fatal weapons within the arsenal that is ONline marketing. With a proper web analytics in place, there is no limit to your ability to track your ad spend and virtually every other internet marketing effort including whether or not someone click on your URL placed side by side your last post on someones blog.

    Freakin’ brilliant!

  • Zach K.
    Reply

    I would say it’s SEO vs. the conventional yellow pages. Much like the old yellow pages a high search listing connotes legitimacy and excellence. Additionally you didn’t even START to mention the ability to measure all of these mediums, I would say everything you said above KO’ed conventional OFFline marketing, but the ability to measure and record nearly every aspect of your marketing (and it’s effectiveness) murders it!
    ——-

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