Why offline matters to online (and vice versa)

online offline marketerMore than 40 percent of small businesses in the U.S. have no online presence whatsoever. This stat baffles me. Do they think consumers still pick up the yellow pages when we need to find a service or product? But the opposite happens often, too. I know plenty of web-based companies that believe there’s no such thing as the physical world. To me, it’s a matter of building better bridges.

Let Them Eat URLs
If you’re handing someone a printed surface of any kind and there’s no website address attached to it, what are you thinking? Your coffee shop napkins could be pointing me toward your new loyalty points program. Your incredible book about business secrets had better be pointing me toward websites at every turn (Jeffrey Gitomer’s sales books are loaded with links to sites where he continues his efforts). Put URLs on everything you offer, and use them as ways to engage your customers or potential customers, such as sign-ups for e-mail newsletters or other offers to extend their experience.

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Digital helps to feed “comeback” of offline marketing

Econsultancy’s Marketing Budgets 2011 Report tells a familiar story of increasing digital marketing budgets, but a much more nuanced picture is emerging beyond the usual mantra that digital budgets are increasing at the expense of ‘traditional’ marketing.

The findings also challenge the orthodox view that digital is perceived as more measurable than offline.

Sponsored by SAS, our survey-based research about marketing budgets is an encouraging bellwether for the digital industry with almost three-quarters (72%) of companies saying that, overall, digital budgets are increasing this year.

The majority of around 200 mainly UK (client-side) company respondents said their organisations are planning to increase their spending across pretty much the full range of digital marketing channels during 2011.
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