Web v/s Offline Channels-Misguided!

Lately I’ve been listening to so-called marketing experts touting the values of online marketing as opposed to offline marketing. In defence of their position, they describe traditional marketing channels as the old and tired channels. Using survey results, they boast the participation numbers of social media. One speaker, compared these numbers against the fact that most advertising money is still spent on traditional media, and this choice was proof that business just isn’t getting it.

My opinion is that these experts are absolutely misguided in their stance that media channels should be one or the other. All or none. One HUGE disadvantage of social media is in fact their size. In order to become viral you first have to be discovered. If this was so easy, we’d all be going viral at will. Where online is fantastic is that you don’t NEED an enormous budget, but it would certainly be a huge advantage. Online marketing is said to be the great equalizer, while true, still relies on being found which exactly why search is one of the keys to your success online, this is all pull. The area online line soars is in relationship development. This adds an entirely new dynamic to marketing that is outstanding in its effectiveness in driving sales and building trust.

Traditional on the other hand is all push. You put your message in front of the eyes of your customers whether they want to see it or not. When you drive past a billboard you are exposed to a message. You didn’t search out the board, it pushed the message out to you. Television, radio, newspaper, bill boards etc. all force their message into your cranium. That is awareness, pure and simple. Large database driven web sites like eHarmony.com, MatchMaker.com, Expedia etc. all rely on good old fashioned awareness to drive traffic to their sites and ultimately into their databases. They recognize that there is no magic bullet to driving traffic. They use ALL media to their advantage.

To pitch online against offline is fool hardy. All are tools in your marketing tool box. From my point of view, any new tool is welcome and embraced. One is no better than the other, what is better is the fit. Based on your goals, use the tools based on your resources at hand. Don’t brush off traditional marketing because it’s “old fashioned”. The reason more advertising dollars are going toward traditional media is because it works. Budweiser is not going to spend millions on a Super Bowl ad if they are not getting the awareness they desire. This is not to say that online marketing is a waste – NOTHING is a waste, awareness is key for all of us to put a little extra coin in our pockets. The smart marketer embraces all channels to their advantage. Cross-channeling is the best way to leveraging the unique benefits of each for the common goal – your success!