Offline marketing has been developing and growing for ages. From word-to-mouth marketing to promotional products, spreading the message to the public has been a technique used for over a hundred years. However, until not so long, online marketing came into sight and had a huge impact within the marketing sector. In the digital age, more and more marketers are guilty of acting like the entire world only exists online. It is certainly true that the digital revolution and the internet have completely changed our world. From our everyday lifestyles to the way customers purchase products or services and the way that businesses convince them to do so. However, it actually makes sense to engage with the audience offline first. Therefore, researches show that the main areas of budget spend by businesses in the last several years has been used for event marketing.
Specialists in consumer behavior suggest that offline marketing is still extremely relevant for businesses. Although many companies have chosen to use digital marketing to promote their products, the experiences of the customers with their products and services are offline. Therefore, the main secret of the effectiveness of offline marketing on customers stands behind a neuroscience secret. That secret that creates a really persuasive and effective promotion of the products or services is called empathy. Although online content can also trigger empathic emotions in the public, offline marketing creates a genuine connection on a more personal level.
There is certainly a large number of consumers online, but engaging the people on the web to connect with a business is something harder to reach. According to various researches regarding customer purchases of products and services, only 22 percent of them are made online. The remainder sticks to offline sales. certainly, the main factor that leads to these statistics is the fact that customers are insecure to purchase products or services online as they might become the victim of a fraud, scam, or simply a mistake that will make them waste their money. Therefore, they prefer offline experiences as they are more trustworthy and relevant.
Same goes with offline and online marketing. The online is a vast domain with unlimited resources and information about literally anything. However, consumers find it hard to know how to distinguish authentic from inaccurate data.
Genuine connection achieved during in-person interactions
As specialists suggest, personal interaction triggers more empathy and appreciation in customers than seeing a video advert would. Offline marketing activates multiple senses of the customers creating a more enriching experience with the brand. Although it is more difficult to measure offline marketing results, it is a good way to increase a brand’s awareness into the real world. If a business connects with its customers in the real world, the experience created is something that would simply be impossible to achieve with online marketing. The human connection will always have a bigger impact on any customer better than a pop-up ad. There is something simply energizing about connecting on a human level with someone, especially in person. In the age of digital communication, these kinds of connections can trigger deeper experiences. Offline marketing events such as business meeting, corporate events, and exhibitions can connect brands with their clients face to face. Traditional marketing visual aids such as popup stands empower businesses to establish an effective and fruitful brand presence in the real world.
The power of word-of-mouth
The power of word-of-mouth will never cease to be one of the most effective ways to establish business presence and customer loyalty. It is the fastest and most reliable way of transmitting information. Moreover, not only that is an extremely powerful marketing technique, but it is also free. When businesses provide their customers with positive unforgettable experiences, they will certainly share it with their friends. Therefore, when the people who have heard good things about a business looking to purchase a certain product, they will surely choose that business over their competitors. Good recommendations have a long-lasting impact on customers better than any other marketing strategy.
Beat your competition
Nowadays, in the era of online socialization, there is so much communication when we go online. We are bombarded with thousands of messages every day as we are targeted by ads to engage us in purchasing various products from businesses. Therefore, it is really difficult to keep track of the information and distinguish transparent and fraud-free advertisements. So, it is difficult to engage people in your specifically in your business. whereas if you choose offline and actually talk to them, you have their undivided attention only for you without sharing the online terrain with your competition. Moreover, the large number of ads such as video adverts or pop-ups can lead to the frustration of customers. Especially if they did not access a link with the intention of seeing a certain product or service, they feel bombarded with information they do not wish. For that reason, offline marketing can be a brilliant way to put your business ahead of your competitors.
Offline sends to online and vice versa
Marketers wrongly perceive online marketing as being more effective than the traditional one. They overrate the value of online marketing and forget that in today’s world, online and offline are interconnected. Offline sends to online and vice versa. Both offline and online deliver messages that take customers on the other venue to find out more information or to actually purchase the products or services. The real magic happens when marketers understand that those two tactics need to work together. An efficient blending of online and offline marketing can boost significant success to businesses.
Offline marketing often seems to be underrated by marketers, especially in a global market place filled with e-commerce businesses. Today, clicks are counted, page views are neatly displayed on spreadsheets, and everything is tracked. Yet, offline marketing is still relevant for businesses as more people are offline than online and it creates a more enriching experience for the customer with the brand.