How cost effective is online and offline advertising?

[subornaakter24]

Marketers have been arguing for quite some time about which of these promotion methods is more suitable for small businesses. In fact, both digital and traditional advertising channels have their advantages. The difference between them, as already mentioned, is in the cost, as well as in the time frame for solving problems. If online marketing stimulates people's impulsive decisions, then offline advertising is more designed for long-term impact.

Online advertising Offline advertising
There are more ways to influence a potential betting email list buyer, but their effect is shorter.

There are not many methods of influencing the consumer, but they have a long-term effect, as they are more firmly entrenched in the human mind.

Very large target audience, since the Internet is present in most countries of the world

The target audience coverage is much smaller, often limited by the location of advertising distribution

Online advertising can be optimized at any time by making certain adjustments to it. The response rate to such advertising is extremely high



Information conveyed to potential customers through offline advertising does not spread very quickly. It takes time to achieve the expected result. To plan a truly effective advertising campaign, certain experience and skills are required

Online advertising is easy to control. Information about consumer reach and the number of targeted actions on the site is easily accessible



Key metrics for traditional advertising are nearly impossible to track offline. The campaign firm never knows exactly how many people saw or heard the ad.

Online advertising is available to users 24/7



The display of offline advertising has to be time-correlated with the schedule of printed publications, broadcast on TV or radio. In addition, there is no guarantee that your target audience will see or hear this issue of your advertising.

Internet advertising can be easily configured according to certain parameters: time, content, targeting, etc. Moreover, any of the settings can be changed if necessary.

If you need to change something in an already launched advertising campaign, you will have to spend a lot of time, effort and money

The cost of online advertising is lower than traditional advertising



Billboards, signs and radio ads are quite expensive, not to mention TV advertising.

Advertising can be configured to show to a specific target audience



Offline advertising is seen by all consumers, including those for whom the information offered is not relevant

Offline advertising channels can include:

various printed publications: newspapers and magazines, brochures, leaflets, etc.;

mailing, hand-to-hand delivery of advertising: business cards, flyers, catalogues, etc.;

mass media: TV and radio;

Telemarketing: hot and cold calls.

When it comes to online advertising, most of the information is delivered to users through various types of electronic devices.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Internet promotion can be done with the help of:

social networks;

contextual and banner advertising;

websites and corporate email;

content marketing;

video marketing, etc.

Small business owners sometimes have a hard time finding the funds for a full-fledged advertising campaign. Even if competitors spend a lot of money on promoting their products, it doesn't mean anything. The size of the marketing budget should depend primarily on the specifics of a particular company and its target audience.

An advertising strategy can only bring certain dividends if:

The level of target audience coverage has been determined.

The most accessible promotion channel has been selected.

The company has set achievable material goals.

Experienced businessmen understand that today offline advertising is no longer the most effective means of promotion. The flow of information has increased many times over the past few decades, and customers have become noticeably slower in making purchasing decisions. It is difficult for a person who regularly encounters a wide variety of advertising to make the right choice - especially if they have to choose between competing companies offering very similar products. As a result, the task of offline advertising often comes down to informing a potential buyer about the presence of a certain brand on the market and forming a positive attitude towards it.

Today, when planning advertising campaigns, companies focus on obtaining measurable data: how many potential customers saw the ad, how many of them formed a positive attitude toward the product or service, what proportion of consumers ultimately made a purchase. The goal of this approach to advertising is to find out how cost-effective the marketing was.