Diverting Offline Marketing Spend to Online ROI
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I wrote an article that posted today over at SearchEngineWatch about the benefits of marketing online vs. offline. There were some pretty amazing travel stats in that article that I wanted to post here also.
JupiterResearch shared some astounding findings at the TravelThink 2008 meeting convened by Google last week in New York City. They reported that 94 percent of surveyed travel executives said online advertising would provide the strongest ROI compared to other media in the next 12 months. That’s only the travel industry.
Something that we run into quite often is the skepticism that comes with online marketing. I combat this skepticism with one word…there is literally one word that can stop all skeptics in their tracks…
Analytics…
No other advertising medium can show you HOW someone found your brand, where they went when they visited your site, what images and content appealed to them, how they went through the buying process….and how much money they spent. Offline advertising affords the ability to track via unique phone numbers…but do you know how much money you’re making off of those unique phone numbers? It’s likely you dont.
In the economic climate we’re faced with today – I contend that diverting unmeasurable offline advertising dollars (glossy brochures and restaurant menu banner ads) to measurable online marketing strategies- be it Paid or Organic – will show you a solid return on investment. The beauty of online advertising is you KNOW if an ad buy is making money – if it’s not – you change it, end it, try something else…and track that “something else” every step of the way.
Can your glossy color brochure do that?
currency image courtesy jenn_jenn
October 15th, 2008 at 3:11 am
I TOO PREFER ONLINE MARKETING OVER OFFLINE. Thanks your article is pretty useful.
October 15th, 2008 at 11:28 am
In my case there is no alternative, mine is an arcade website I have to plan online campaign for this extensively.
In India lots of activity is going on in the online arena. Mega portals are opening and the overall market is very exciting.
October 16th, 2008 at 1:24 am
Thanks for the lovely post. Love the idea
October 16th, 2008 at 4:35 am
Yes, there are both pros and cons about offline and online marketing. It just depends what suits you most and where are you bigger master. If you know the field you will have results for sure. Anyway, online marketing gives you more possibilities to track acts, results, effectiveness.
October 16th, 2008 at 6:15 am
Yes, online is effective. As a result many off line and combination off line and on line business are spending a much larger junk of their budgets on line. And this trend is expected to continue through 2009.
I recently did a post with statistics about t his growth on my blog, and have linked to it above.
October 16th, 2008 at 10:18 am
In addition to that, not online advertising is cheaper, it helps save trees. Paper-based magazines and newspapers eat our forests. TV advertising is so expensive nowadays. If a TV viewer misses watching your ad, your money is gone forever.
October 17th, 2008 at 3:47 am
Definitely online marketing. It’s more effective because you can target people much more.
October 17th, 2008 at 5:06 am
Online marketing is much better cost-wise and efficiency-wise. The internet will continue to grow and who wouldn’t take advantage of this? Maybe in the future, we no longer see any brochures or the likes of it.
October 17th, 2008 at 7:51 pm
online marketing works wonders for me. i have also had a venture into some offline projects with no success. so i’d stick to online. however, offline marketing project done right can be potentially as successful as any online campaign. there are certainly pros and cons of both
October 18th, 2008 at 4:36 pm
Online marketing is more accessible to the average people. Where offline marketing either needs education in order to get a job, or, a lot of knowledge, money and other things to be successful. So, online marketing… yah, cost effective and greatly profitable.
October 19th, 2008 at 10:49 pm
Nice Post … Definitely online marketing. It’s more effective because it can target people much more.
October 20th, 2008 at 3:21 am
Great job!!!! This is really a nice post on Online Marketing. In addition to this blog usefulness, I would like to share my favorate Online marketing firm, RupizMedia, they really worked hard on my website and get it marketing with all required functions. It is highly recommended company.Thanks
October 20th, 2008 at 7:08 am
Excellent post.. I agree with you 100%. It’s for the same reason the online ad spending has’nt decreased even now in this difficult economy situation.
October 21st, 2008 at 12:02 am
I was on the internet marketing for almost 3 years, and all I can say was it does really good on me not only financially but also experience and learnings. Thanks for the informative post..
October 21st, 2008 at 6:49 am
I love to work online rather than offline, because online marketing is more profitable as compared to offline marketing. Thanks for giving this article.
Keep up your good work.
October 22nd, 2008 at 1:06 am
I’ve seen this realization playing out in the stock market lately. Mass media outlets like TV and radio are announcing large losses in advertising revenue – Google says their customers’ advertising spending has only gone up.
Glad I’m building websites instead of trying to sell newspapers or something similarly inefficient!
October 22nd, 2008 at 3:11 am
You can do some tracking with offline advertising, but it is so simple to implement online tracking. The results can be seen almost immediately, and you can quickly adjust to what is working for your business.
Offline advertising is still important, but online advertising can be much more effective for a smaller budget.
October 22nd, 2008 at 3:15 pm
At the risk of being the lone naysayer, I’ll say that offline marketing works and works very well when it’s done right. Yes, TV, radio and print ads are all trending down. But direct mail continues to climb (usps.com). Most people who haven’t had success with direct mail either didn’t have the right list, the right message or the right timing – and their conclusion is, too often, that direct mail doesn’t work.
The NAVIS System provides a very sophisticated process for tracking exactly which marketing campaigns work and which don’t – online (even keywords) and offline. In the vacation rental and resort markets, our system offers some very unique capabilities.
Trent, you know where I’m coming from on this. You and I have had this discussion before. I just wanted to inject a little balance to this blog.
October 22nd, 2008 at 10:13 pm
one of the biggest advantage of online advertising is that it saves a lot of time and you are in complete control of your campaigns and also there is precise tracking on the conversions.
October 25th, 2008 at 3:55 am
You’ve hit the nail right on the head as we say in the UK! Many companies are sceptical of online marketing because they don’t understand it – the funny thing is you can’t really dispute the analytics which make things very clear and understandable. I’ll be using the Analytics approach from now on to get over the negatives. Many thanks – David
October 27th, 2008 at 4:39 am
Nice article. Thank you for sharing this.
October 29th, 2008 at 12:55 am
Nice article. I agree that online advertising is much more better than offline. However, we must consider that some society classes are still unreachable by internet. For those peoples, offline advertising is the only way to reach them.
October 29th, 2008 at 9:59 am
@ Crystal Layden, you’re right, but online marketing is simply much more effective than offline advertising in my opinion.
October 30th, 2008 at 10:54 pm
I think every type of advertising strategy has strength and weakness. To decide which one to be used, we must considering what product we offer, who is our target market, and etc. However I admit that online advertising is well coverinf most kind of business.
November 1st, 2008 at 12:18 am
The feedback offered by metrics like adwords, google analytics blows anything offline advertising can offer. Its so easy to get precise feedback, I can’t imagine doing any traditional offline marketing, beyond trade shows.
November 4th, 2008 at 4:39 pm
Offline marketing campaigns can be just as effective or even better. There are many ways where you can reach out to audiences in a more hearth felt environment. Person to person interactions are always better than a video.
November 6th, 2008 at 4:19 am
I think internet marketers will have a big competition in the next coming years, as the companies will no longer afford the offline advertising campaigns they will move to online which is cheaper.
November 8th, 2008 at 2:25 am
I think if a company isnt using the online world to market themselves, they are making a huge mistake. Great post!
November 10th, 2008 at 3:23 pm
Even above analytics, we have pay-per-click advertising. Honestly, what traditional marketing medium lets you pay only when people walk through your front door? I think there’s going to be a huge shift as advertising budgets get tighter. Time to spread the word: internet marketing equals return on investment.
November 14th, 2008 at 9:04 pm
I’m a house painting contractor in Southern California and the Web is a strong component of my marketing effort. Even when many other construction related businesses are having a hard time, our residential painting website continues to pull jobs in.
Dollar per contract acquired it is the best marketing we’ve ever had. The Web is a bargain if done right!
November 23rd, 2008 at 7:43 pm
Nicely written article and very informative & accurate. Kudos!
November 24th, 2008 at 4:57 pm
Online marketing has always been more cost-effective for me. For me, this is one of the biggest advantages since I am able to use tracking methods in comparison to offline marketing. Nice article.
January 12th, 2009 at 10:08 am
I totally agree, although combining both offline AND online can bring even greater results!
February 11th, 2009 at 3:28 am
“”Online marketing has always been more cost-effective for me. For me, this is one of the biggest advantages since I am able to use tracking methods in comparison to offline marketing. Nice article”
It is also way more targeted (as long as you do it right). What find important is that online marketing can also be cheaper (again, as long as you do it right) than offline marketing.
February 12th, 2009 at 4:58 am
The content you have provided is pretty interesting and useful and I will surely take note of the point you have made in the blog.
I was surfing the Internet a few days back to find out what would be the best strategy to get mass exposure and traffic to my website. I found that newspaper and magazine advertising can be very helpful. If you are looking to boost your website traffic at affordable rates and get an audience of millions to view your website, then try advertising in broadsheet newspapers that offer national exposure.
I did this with web windows which is a UK based company and found amazing results with my newspaper ads. It’s also got the added advantage of reaching out to those potential customers who do not use the Internet.
I thought this information might be useful for anyone looking for solutions to get more traffic to their website at affordable rates
March 13th, 2009 at 6:58 am
In addition to that, not online advertising is cheaper, it helps save trees. Paper-based magazines and newspapers eat our forests. TV advertising is so expensive nowadays. If a TV viewer misses watching your ad, your money is gone forever