Online and offline marketing




The web has changed everything. But that’s not to say the web holds all the answers.

Yes, having an online presence is essential if you want to reach the widest possible audience. And for some types of business, the web may be the one and only way to go. Yet there are times and places when offline marketing trumps what you do online. Or when you’ll want online and offline to work hand in hand.

At its simplest, offline marketing is your business name and contact details on a business card. At the other end of the scale, it’s a press, poster, radio or TV campaign. Or an article in a newspaper or magazine.

These days online brochures have taken over from the printed kind. Cheaper, easier to update, better targeted and a lot less wasteful. Yet online marketing material will only be read by people who visit your web site. What about those that don’t? What about special promotions? And reaching new markets?

Offline marketing is far from dead. Traditional advertising, direct mail, PR, sales letters, brochures, flyers… All still have a key role to play.

Many website marketing service providers are happy to offer you offline marketing. Yet most have little or no real experience of the pre-internet age. The Tin Piano has three decades.