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Online vs offline advertising

Building brand awareness, generating new leads and growing your customer base are essential for any business, and when it comes to marketing your product or service there are two camps: online and offline.

Before the internet, offline advertising was the only way to go. Marketers focused on print, TV and radio campaigns that all have one idea to link each execution, or one-off executions that stand great on their own to generate awareness and sales. These channels worked well for businesses or brands with larger budgets because they could buy up enough space to demand people’s attention. For those with smaller budgets, it was essential to be smarter in their targeting, timing, placement and communication.

These techniques can still be seen today, and although it’s possible to track results in sales/leads after three to six months, they don’t always allow for advertisers to gain insight as to where that traffic or engagement arose. But when the internet took off and marketers saw the opportunity to advertise online, using data such as impressions, clicks, reach, engagement and online enquiry to track results, a shift to digital marketing began.

 You may have noticed the growing digital trend yourself, especially as nearly everyone is connected to the internet and active on at least one social media platform. But while digital marketing has become a key part of any advertising strategy, an integrated marketing plan or campaign can use the best of both worlds to generate even better results.

We use integrated, multi-channel approach for Russells Curtains and Blinds, for example. With a marketing mix made up of various offline channels such as print (for specific areas/target markets), radio and TV, along with online channels such as Google ads, email, social media and banner ads. The result has been a substantial increase in both the number of leads and lead value which can be attributed to multiple channels.  

The TVCs are shown at specific times when their target audience is most engaged. These are aimed to create brand awareness around the idea to “create a home you love”. This focus is also mirrored across online and offline channels.

The metrics and data gained from the likes of Google Analytics show the impact TVCs in particular have on online channels. Clear spikes in both website traffic and online enquiry are evident during times in which the TVCs air – showing that our target audience often search for the Russells brand online after seeing an ad on TV.

To us, this is a great example of how the right mix of online and offline advertising generates results. By focusing on the channels that are most relevant to your target audience at the right time and place, we can cater messages to drive people online to make an enquiry, find out more or simply view your website. This approach takes their media consumption habits into account, and it means we’re able to extend that message in a digital space, we can accurately track results and remarket to potential leads.

To learn more about how we can add value to your business through an integrated campaign, contact us today!

Published: 5 Jul 2019