How Traditional Marketing Is Re-surging In The Online Marketplace
Traditional marketing is altogether not that different from its online cousin. For one thing, the online version is mostly just an evolved version of the former and in both cases, the same basic rules of all advertising apply; while online marketing may be more technologically advanced, more targeted and more open to diverse distribution options, it still follows a lot of the same rules and procedures as the methods it descended from.
However, as advertising and marketing on the web expand, more of the offline world is mixing and meshing with its online counterpart all over again, and aside from the obvious influences of offline advertising in web based campaigns, the two of them are starting to be joined together in all sorts of interesting ways.
A big part of the reason for this is that the online market has finally reached enough size for it to be a worthwhile competitor for attention to offline from hundreds of millions of web users.
Let’s take a look at the fusion that’s occurring between physical advertising and online marketing trends.
Where’s the Customer Base of a Physical Business?
One key and fundamental aspect of the fusion between online and offline marketing has been the very essential proliferation of online components to offline businesses. Worldwide but especially in the developed world, numerous small or large brick and mortar business with just one or two physical locations in a given region have started to open up their own online presence in ways that open them to sales promotion aimed at not just local customers but also an entire world of potential buyers.
In many cases this consists of the most basic things such as a fully developed website and advertising in the digital versions of major local papers, thus giving up only a limited online presence that isn’t easily searchable on the web. However, for other, more farsighted companies, this online expansion has included implementing all sorts of remote selling tools such as online shopping carts, advertising in keyword targeted PPC campaigns as opposed to regionally targeted ones, selling to a worldwide audience through portals such as Ebay and optimizing websites for full-scale SEO based on elements other than location.
The essential result in many cases is that local brick and mortar stores in many parts of the world now not only cater to their walk-in customers but also have a growing base of often loyal buyers from as far as other continents, all gained from using a mix of traditional marketing applied online and purely online tactics like PPC.
Email and Lead Campaigns that Start Offline
Yet another intrusion or possibly mix of offline marketing strategy with its online counterpart is found in the blending of the now well-known email marketing campaign concept and the social media subscription with traditional lead collection methods.
In both cases, what is being done by many business, especially larger multi chain stores with thousands of customers is the offer of promotional offers and discounts, or even outright free items in exchange for buyers in their physical stores offering up their emails or social media accounts as subscription permissions to further deals and sales.
What many companies do, usually at point of sale, is ask for email permission and later movie into asking for a social network follow, often giving a promotional code or other offer in exchange for the customer actually following through with their online following or subscription.
For many companies, this offers an excellent way of turning existing brick and mortar sales into a machine for online fan development; development that can eventually lead to further word-of-mouth recommendations from friends to friends, resulting in an expanding fan base that outgrows its geographical region.
An Intrusion that Isn’t Really an Intrusion
The bottom line in this entire game of mix and match online/offline marketing trends is that neither is necessarily intruding on the other in a harmful way; on the contrary, if strung together right, both promotion systems can complement each other wonderfully and lead to a much more dynamic and effective marketing and advertising landscape.
The above are just some of the ways in which this can or is happening. Many more will surely be developed as both worlds become more evenly matched and difficult to separate in a day to day practical sense.
About The Author: Julianne Parrish is a freelance writer that specializes in marketing and advertising. She writes for sites like Optiva LED Signs, that help companies drum up new business. In her free time she enjoys reading and spending time with her daughter.
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