The developments in Digital Technologies have changed how we record and access the information. The information about your products, services, events, charities can be easily shared using numerous digital media platforms(with absolutely no cost in some cases).

Your potential customers are also accessing that information using the same media platforms. So virtually you can be anywhere in the world, sharing information about your products or services, with or without your physical or mental presence.

People on the internet will find you, your products and/or services, they will check your testimonials, awards, pricing, brochures, demo videos, etc.

But, is this enough for you to generate the leads for your business?

There is a huge difference in how we used to access information a decade ago and how we access it now. But, the only thing that hasn’t changed over this period is, how we make our purchase decisions.

Why? Because we are humans.

We still like to see the products, feel it, experience it once before purchasing it. We like to see the demo of the products. We also like to know the experiences of others who have used the same product in the past.

This happens all the time.

On Amazon, people purchase so many things. But, most of the times they prefer to purchase the products which they have already used or seen someone using it or the products which have maximum positive reviews.

When you are driving, you don’t browse Facebook or Google(unless you are insane). You most probably listen to the radio or read the billboards. A large percentage of the crowd still reads magazines and newspapers in coffee shops or barbershops.

People see the products offline in shops, exhibitions, event stalls, tv ads, pamphlets, printed brochures, magazines or newspapers, etc.

Many people argue that Digital Products do not require any offline presence. Most of these people haven’t seen Hostgator or Godaddy sponsoring a digital marketing event or running tv commercials, they haven’t seen chatbot apps being a technology partner for marketing summits.

Google itself hosts many events offline through its various community programs like Developer Student Clubs. Facebook hosts events through their Developer Circles spread all across the globe. They host these events to spread awareness about their products, tell their customers about the latest developments and build the brand image among their target audiences(developers/agencies).

Amazon publishes its ads on the front page of all popular newspapers during mega sale offers even though they run the same ads on Digital Media platforms.

The offline presence is necessary to establish your brand identity, create a strong brand & products/services recall and influence people to make the purchase decisions.

People easily forget what they see on any online platform because on the internet there is a lot of information for the people to consume.

When you connect with someone offline, you get more attention from the people.

Then where should you focus? Online or offline marketing?

You need to go for integrated marketing.

Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force.

Definition source: Integrated Marketing Definitions – Definition of Integrated Marketing | thedma.org

To summarize,

The technology will keep on evolving, and it will change how your target customers access information about you, but it will never be able to kill the offline marketing as long as you are selling your products/services to a human.

Do you want to run profitable digital marketing campaigns for your business?

I have a vast experience in running complex digital marketing campaigns across multiple domains. If you are looking for someone who can handle everything related to your digital marketing needs, get in touch with me.