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Why Your Online Business Should Invest in Offline Marketing

Anand Srivastava
Anand Srivastava

E-commerce businesses shouldn't put all of their efforts into digital marketing.

While e-commerce businesses may think putting all of their efforts into digital marketing is the right away to go, forgetting about offline strategies could end up costing them in the long run. Online businesses cannot discount the importance of offline marketing, like traditional ads and catalogs, and the value it can bring.

The importance of offline marketing

Offline marketing ideas help e-commerce businesses cater to a wider audience base. A majority of offline strategies focus on supplying traditional forms of marketing, which can eventually help the company build extensive levels of customer trust. Put simply, any company that has the offline landscape covered inspires loyalty in a far better way, as compared to the firms which only focus on the digitized form of marketing.

Based on independent surveys, almost 40% of the offline purchases are initiated by offline advertisement. In addition, almost 60% of customers prefer purchasing items online, only after considering a word-of-mouth recommendation.

This research reveals the true potential of an online-to-offline strategy that e-commerce businesses can take advantage of marketing in the first place. In the subsequent sections, we shall throw some light on the best possible offline marketing approaches that actually work and are capable of generating leads for the concerned online stores.

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Types of offline marketing strategies

Here are some of the best possible offline marketing approaches that actually work and are capable of generating leads for online stores.

Catalogs and direct mail

Similar to online newsletters, which offer insights regarding products and services, e-commerce businesses can readily publicize their brands by publishing catalogs and sending direct promotional mail. Catalogs that are mailed directly to consumers are capable of achieving response rates of around 4.4%, compared to 0.12% associated with online newsletters and other emails. Printed catalogs are tried and tested marketing strategies that can eventually help customers spend their money on e-commerce brands.

A survey conducted by Info Trends revealed that after receiving a physical catalog, almost 56% of customers either visit the company's website or brick and mortar store.

Quick response codes

There are times when having QR codes at select places helps the business cling on to the potential customers. Often times, the best marketing tactics are carved out of a productive union of offline and online strategies. This is where quick response codes come into play. They can be meticulously paired with physical flyers, business cards, and direct mail, among others. This is why companies must take advantage of QR codes in order to popularize their brand, even across offline channels. This strategy eventually makes way for immersive experiences.

Aligning marketing metrics

The most important consideration while pairing offline marketing strategies with online endeavors is to align the aspects for a more holistic experience. First, one must look to create customized landing pages which can close the deal for a user who has come across the website after looking at an offline ad or quick response code.

Online businesses should also make use of shortened URLs. There are times when an individual looking at an offline marketing entity will immediately want to visit the brand's website, and a handy and shortened link can make a lot of difference.

Finally, having printed discount codes on flyers and other ads can help e-commerce businesses by redirecting a lot of their offline crowd to their online store. This tactic also allows them to keep a track of the codes used and deals closed.

For an e-commerce business to survive it is necessary to strike the perfect balance between online intuition and offline moves. What needs to be understood is that individuals still prefer and value personalized experiences, regardless of the medium, and having a credible offline targeting strategy can certainly help instill consumer faith in an organization. In the end, it is a multifaceted marketing plan that works, regardless of the product one is selling.

Image Credit: Casper 1774 Studio/Shutterstock
Anand Srivastava
Anand Srivastava Member
Anand Srivastava is an entrepreneur, internet marketing expert and a technocrat. After completing his Master’s in Business Administration, Anand took over the internet as one of the leading business leaders— across the country. He started off with many joint ventures— including news creation, digital marketing models, technical setups and even e-commerce. He is currently working on some of his individual projects and making giant strides when it comes to success and recognition.