If you have contemplated a career in the field of marketing, a relevant question may have come to mind at some point: “What is offline marketing?” Below you will find an outline that provides you with an answer to this question and several others that pertain to the field of offline marketing.
Offline Marketing – The Basics
Although broadly defined, offline marketing is basically a form of advertising that does not take place in the online world. Offline marketing is also referred to as traditional marketing. While online marketing has become prevalent due to increasing rates of internet use, there are still 70 million Americans who cannot be reached through these efforts. For these reasons, offline marketing remains an indispensable component of the advertising and branding campaigns that companies implement to build a loyal customer base and increase conversion rates.
Offline Marketing and Outbound Marketing-Understanding the Difference
To gain a better understanding of what offline marketing is, it is important to distinguish it from another prevalent form of marketing which is referred to as outbound marketing. According to The Chronicle, outbound marketing is a form of advertising that involves a company initiating a dialogue and/or relationship with prospective consumers by sending them its message. Some forms of outbound marketing include tradeshows, TV commercials, radio commercials, and print advertisements such as magazine ads, brochures, and flyers. Perhaps because some of the advertising techniques employed within the world of outbound marketing parallel those offered in the offline marketing sector, individuals may conclude that these forms of advertising are the same. However, they are not for several reasons, one of which is that outbound marketing can incorporate the use of online advertising strategies such as e-mail blasts.
Types of Offline Marketing
There are a variety of types of offline marketing that professional advertising companies will employ to help their clients gain visibility and increase conversion rates. Some of them include:
1. In-store Promotions
In-store promotions are an effective form of offline marketing that can help boost conversion rates in sectors such as retail. For example, a bookstore that places a tasteful and highly visible cardboard ad detailing a 24-hour “Buy 1, Get 1 Free” book sale will likely witness a temporary, yet sharp, rise in sales.
2. Billboards
Billboards are another type of offline marketing that can be incredibly effective. With this type of advertising, a billboard is typically placed near the highway and includes colorful graphics, a catchy message, or an intellectually stimulating image that can catch and keep the attention of prospective customers as they drive by. Billboards are often placed near an area of the highway that is within 15 miles of the business being advertised.
3. Business Cards
Business cards are a relatively prevalent form of offline marketing, perhaps because they are a simple and effective advertising technique to employ. Business cards are cost effective, can be purchased on the Internet, and can be given to prospective clients or business partners at almost any time. In many cases, business owners will bring their cards to lectures or conferences and thereby establish contact with prospective customers.
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Conclusion
If you have given any thought to a career in marketing or are simply interested in learning more about how the world of advertising works, you should know that gaining a foundational understanding of offline marketing can help you do so. Now that you know what offline marketing is, you will be able to operate within this sector with confidence.
