This is a question that it is necessary today to ask. As offline marketing becomes less and less glamorous, digital marketing (online) has several advantages: cost, efficient tracking, powerful measurement tools … it didn’t take more to question all of the traditional processes. However, is it really essential to make a choice? Response elements…
The Benefits of Digital Marketing
The vast majority of marketing campaigns now take place on the internet. Far from being a fad, this desire is mainly due to the many data that it is possible to collect through this method. Whether through a web agency or internally, this process is therefore the new standard for businesses and all professionals. Therefore, let’s analyze first advantages that digital marketing presents compared to offline marketing:
- Interaction : first, online marketing offers direct interaction with the customer;
- Immediate interpretation : thanks to the different measurement tools, webmarketing allows you to instantly obtain a whole set of information that will allow you to adapt your offer according to customer behavior. Thanks to Google Analytics, it will be possible, for example, to measure the presence time of visitors on your landing page. Depending on the reactions measured, you will have the choice of consolidating the offer or modifying it as you wish, without spending practically anything;
- Economy : This is the X factor, cost savings. Whether in terms of actual marketing campaigns (SEO, SEA, social networks) or in terms of communication media (website, social network pages, etc.), the web offers a whole range of possibilities at low cost;
- Scalability : digital marketing also makes it easy to adapt to a change in order of magnitude. During an international deployment, for example, the web has a capacity for maintaining very strong functionalities and performance;
- Target your audience : Thanks to the numerous data that the web offers, it becomes easier to target its audience. Access to your visitors’ data (ages, associated keywords, etc.) will allow you to quickly analyze the consistency of your marketing campaign, where offline support does not generate such monitoring;
- KPI : overall, KPI analysis provides the ability to measure campaign results precisely;
- Visibility : the web enjoying an unparalleled appeal, the gain in visibility compared to an offline campaign is indisputable;
- First meeting : to complete the point previously mentioned, it turns out that today, it is through the internet that an individual meets a brand. It’s according to his e-reputation whether or not the person chooses to take the plunge, it is therefore essential to work on their image in this direction.
Digital marketing, the priority
Non-exhaustive list, all of these advantages already give some answers:
- Digital marketing is essential : There is no need to decide without concession on the need or not for a full digital campaign. On the other hand, it is indisputable that web marketing is now an integral part of the decor. Whether in addition to an offline campaign or not, the quality of the data collected via online marketing is such that the process becomes a sine qua non condition for the good customer identification ;
- A coherent choice for small budgets : Lower need for human resources, lower overall cost, optimization of data allowing precise spending … if digital marketing should become a constant, it is good for small structures. While large brands can afford to spend without counting (offline and online), small businesses have to deal with limited budgets. In this situation, digital can effectively become the keystone of an entire marketing strategy.
Beyond these restrictions, should marketing be completely digital? Do we have to make a choice? Before concluding, it is essential to emphasize this: thanks to new tracking tools, online / offline marriage can become the common sense solution to the strategic needs of companies.
Online / offline marketing: tracking tools
As we mentioned above, there is no single solution. The choice of marketing materials must correspond to a fine analysis of your needs, and this according to resources. For some professionals, digital will thus make it possible to track the impact of offline campaigns. This successful strategy uses the added value of each medium to measure the attractiveness of the brand. To conclude, here are some examples of online tracking tools for your offline campaigns:
- QR code : will offer the possibility of attributing a return on investment to offline media;
- Navigational queries : brand queries will allow you to quantify the strength of your offline campaign;
- The geographic report : this data will isolate each connection in order to know if the visitor was located in the geographic area of your campaign.