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EJ Dalius: Does Offline Marketing Have a Future?

Eric Dalius

Digital marketing and media have taken the world by storm, putting offline marketing in the backseat. Online ads help companies target specific demographics in a way that was never possible before the digital age. Based on research from eMarketer, an online ad spending tracker, online ads spending is quickly surpassing conventional ad spending, and 54.5% of the online ad spending market share is in the United States of America. Studies indicate that social media platforms. Such as Facebook can garner up to 10 times more engagement than traditional ads and at a fraction of the cost of comparable television and radio ads. These are just some of the reasons many brands, big and small, are switching from traditional to online marketing.

Although more and more companies are shifting to ads in the digital sphere, conventional ads like those on television, billboards, in magazines and on radio, are not completely obsolete. The key to success with digital ads is, like with conventional ads, learning what works when and where. Keeping demographic in mind means that companies can effectively target audiences.

According to an article published on the Huffington Post, e-Commerce brands make the most out of offline marketing tactics to expand their business.

Considering this, here is how offline marketing will continue to play a significant role in marketing campaigns in the contemporary age.

EJ Dalius Recommends Targeting Offline Buyers

One of the many benefits of offline marketing is that it helps narrow down the target audience. For example, if a company wants to market to seniors, who are less active on digital platforms. A company can opt to show more conventional ads rather than purchase digital ads.

Seniors, compared to younger demographics, have more time and money to shop. They tend to spend their money on well-known brands or brands that have good marketing.

Based on findings by the US Bureau of Labor Statistics, people aged 55 years and older spend their money. Mostly on clothing, transport, and social security. Therefore, if you are a financial firm selling retirement plans for the elderly, you might want to use more traditional ads than digital ads. Knowing this will boost your sales because you won’t waste money on ads that don’t target the correct audience.

Let’s look at a different scenario, watching television. If you want to target seniors, you should use daytime television ads. If you want to target families, you should advertise on evenings and weekends. Using a business strategy that considers your target age demographic and their media consumption habits. Will allow you to reap the maximum benefits from your marketing campaign.

EJ Dalius Emphasizes Brand Awareness

EJ Dalius states that digital media has been increasingly instrumental when it comes to advertising. But traditional marketing still plays a significant role in advertising. Both play crusical roles in most buyers’ daily lives today.

In the year 2018, based on the findings of Nielsen, it was discovered that US people spend about 50% of their day interacting with media. Out of those eleven or so hours, more than four hours are spent watching live television. About 36 minutes are used to watch pre-recorded television, and another two hours or so are dedicated to listening to the radio.

Considering this, companies should take advantage of how long people spend interacting with media through advertising. By incorporating offline media into your advertising strategy. You can target users who might not use their smartphones, laptops, and iPads all the time or who are not active. On platforms, you are already targeting, such as Instagram, Facebook or Google.

Frequent exposure to your brand not only keeps your brand’s message, products, or services in the minds of your audience. But also allows people to associate feelings of reliance and familiarity with your brand. Some experts say that this familiarity also makes customers feel nostalgic, especially. If a business’s logo, slogan, and a jingle have been used for several years.

EJ Dalius Recommends Testing Local Markets

Metrics that are important for offline media can also be transferred for use in the digital sphere. When your brand is researching how to expand into a new market or area. Offline media will help you reach out to prospective customers in regional markets.

For example, your marketing team can run campaigns related to numerous products or service offerings to figure. Out what buyers are most interested in, especially in a local area or region. The outcome may end up surprising you. Therefore, it is essential that you test new markets, particularly if these are not tested by your business or for that matter your industry. It can be the case with various interest markets together with the regional ones.

Despite everything, offline activities and communication with media would be a little dissimilar compared to online activities or consumer behavior. Therefore, you need to analyze the outcome of offline and online marketing campaigns. Which is the best way to get the larger picture of your targeted customers in a particular market you have an interest in and would like to target.

Wrapping up

Omni-channel marketing, or leveraging offline advertising to target. Customers could be the key to success for a company if utilized appropriately. Even if digital marketing spends have become more versatile than conventional marketing. That doesn’t mean that traditional advertising is not good for boosting sales and revenues. In order to reap the maximum benefits from advertising. You should use a combination of digital and offline marketing in your advertising strategy. Research can help you understand how offline and online ads affect conversions and improve overall customer experience.

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