Offline marketing consists of advertising conducted through traditional offline media, including billboards, print, and in-person events. Although conventional advertising methods like these are all around, there are many things you probably didn’t know. Check out these seven facts about offline marketing.
1. It’s not online versus offline
It’s not a competition between online and offline marketing as both have their pros and cons.
Plus, your marketing strategy is usually more effective when utilizing multiple platforms, leading to greater brand exposure and returns on investment. Offline marketing effectively brings people to your business’s online website and social media platforms. This is why 58% of offline retailers use offline marketing to build online customer engagement without being too invasive.
2. Offline marketing is not invasive
As the market becomes more competitive, marketing strategies are becoming more intense.
However, this can lead some consumers to find marketing to be invasive. 91% of survey respondents agreed that ads are more intrusive today than two to three years ago.
A potential client who finds your advertising invasive may not want to purchase from you. A helpful way around this problem is through offline marketing strategies such as direct mail, which tends to have a more positive reception. In a study conducted by Epsilon, 59% of U.S. respondents agreed with the statement: “I enjoy getting postal mail from brands about new products.” This positive reception is partly because offline marketing is less common.
3. Offline marketing stands out
As some companies move away from offline marketing strategies, a space reopens for your company to stand out.
People naturally remember less common things. Think of all the ads you see and hear on social media, email, and your internet searches. You may struggle to remember them all. Now think of the advertisements you’ve received in your mail. They’re probably easier to remember because they’re less prevalent and because people remember print better than digital. But, just because it’s less common doesn’t mean it’s a dying business.
4. Offline marketing is a growing business
Going off the language used around offline marketing, it may come as a surprise that it’s a growing business.
In 2020, the spending on offline media in the U.S. was 182.2 billion. In 2021 it was 196 billion. In 2022, it’s projected to reach 207.6 billion. Thanks to its persuasive attributes, offline marketing has recovered from the COVID-19 pandemic.
5. It is possible to track offline marketing
Although offline marketing can be challenging to track, it’s not impossible, thanks to some creative solutions.
The success of any marketing campaign is primarily measured through analytics and data and then using that data to inform your future decisions. Check out the following methods to better track your offline marketing.
- Custom landing pages. Insert a custom URL in your offline marketing campaigns. This will take the potential customer to a custom landing page, allowing you to track your offline marketing.
- Discount codes. Distribute unique discount codes depending on the means of advertisement. For example, a direct mail discount code could be “DIRMAIL201,” while an online code from Instagram could be “INSTA202.” When the consumer uses that code, you can track the sale back to the advertisement method.
However, it is important to remember that customer journeys are becoming more complex. Usually, a customer will see your company through many channels before looking the business up and buying. Allow room for this ambiguity by asking customers how they found the business and allowing them to select more than one option.
Gaining new customers through offline marketing is wonderful, but those that stay are even better.
6. Offline marketing boosts brand loyalty
Various marketing methods are useful for specific purposes.
Offline marketing is especially beneficial for building trust, brand loyalty, and customer engagement. This is why 60% of primarily online retailers use direct mail to build brand loyalty and awareness.
7. Offline marketing is more versatile.
The non-online world isn’t constrained to a screen, allowing for greater opportunities.
Offline marketing allows you to get more involved in your communities by attending local events. It also allows you to play with the texture, size, and smell.
The majority of people’s lives are spent in the offline world. Therefore, what better way to reach them? We can help you with your offline marketing campaigns by providing for your print needs. Reach out today!