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

Web Trends

Email Tracking

Group Metrics

In online

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.

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