Online vs. Offline Advertising
Let’s face it. Email marketing and publishing have became
very popular tool for promoting your business, especially in the
USA. Many people use email in everyday communication. Email is
fast and cheap. What would you like more? Many people subscribe
to ezines about Internet, Jokes, Tips, Recipes, Horoscopes…
Majority of these emails are free and very quality.
Advertising and marketing online and offline has at least one
thing in common – you have to know your target audience. Market
segmentation is very important because you don’t want to loose
your money sending your ads to someone who has no interest in
it. Email advertising and online advertising in general is more
effective because there are many state-of-the-art techniques
which enable that you track every advertising.
Some good services for tracking are:
Web Site Tracking
Stat Counter http://www.statcounter.com
Web Trends http://www.webtrends.com
Group Metrics http://www.group-metrics.com
advertising you can get information where your visitors are
coming from, what do they read on your web site, how much is
your email newsletter open-ratio, how much is click/through ratio
for every link in your newsletter, also you can get demographic
reports about your visitors/subscribers and many other things.
Because of that, in online presence you have great options for
1-1 marketing. You can adjust your web site design and content
according to your visitor needs.
If you advertise on TV or magazines you can’t know exactly how
many people actually saw your ad. There are some predictions
but not that precise, of course.
One of the main advantages of offline advertising over online
is that people still believe more in what they see on TV than
on the Internet.
Online promotion has one very big advantage over offline
promotion and that is interactivity. In online promotion you
can have interactive ads that behave differently based on
visitor’s behavior. Popular thing in online advertising is
making ads like mini home pages. Yahoo! use that technique for
advertising their services.