EXTRA TERRESTRIAL MARKETING


THERE IS NO ARGUMENT against achieving results for your Internet business from online marketing alone


With ever growing Internet penetration rates, higher yearly online operator profits and emerging markets becoming more Internet savvy, an online marketer can easily forget about offline marketing as the urge to increase their online revenues assumes that ever-growing tunnel vision that online results only come from online marketing.

THERE IS NO ARGUMENT against achieving results for your Internet business from online marketing alone, but there is a valid argument for converging both offline and online efforts in order to maximise profits and results. The use of offline marketing can help to engineer a better presence in both consumer and business-digital relations, and marketers who understand this complete marketing strategy will profit over those that don't.

Consumer-digital

In terms of building better consumer-digital results, there are many ways to increase online consumer affinity via offline marketing techniques. Some of the best examples used by offline companies include hiring agents to place 'no deposit' coupons at local offline gambling establishments such as bingo halls, poker rooms and even casinos in an effort to invite players to try their luck online. Other examples can be seen in the ever-growing presence of TV commercials for online gaming products, public transport advertising and even taking popular television game shows like X Factor and placing them in an online gambling environment (branded gaming).

The reason that the aforementioned marketing campaigns have been successful is that the marketer can not only increase player affinity, they can seal that affinity by physically 'touching' the consumer at a time when he/she is outside of the digital arena. This pre-planned and predetermined offline contact addresses the consumer in a state where their thought process and rational are not being stimulated by online activities, thus, when the consumer returns to the online environment and arrives at the marketer's target, they subconsciously have a deeper level of relationship with the target brand than if they came across it solely online.

Business-digital

Offline marketing can also make a huge difference in the business-digital world. In the ever-competitive online business environment, there is still a need for eye-to-eye contact, corporate meetings and attendance at social gatherings (such as conventions and expos) to get one's foot in the door - because, if you are not there taking advantage of business opportunities, your competitors will be. One of the best examples of this combination of offline and online strategies in attaining business partners can be found in the iGaming affiliate world. The average affiliate program spends a significant amount of time and money in order to claim their territory in affiliate real estate. After all the emails, telephone calls, Skype conversations, acquisitions and commissions earned, there is still an underlying need for both affiliates and their affiliate managers to meet eye-to-eye, shake hands, drink a beer and, as mentioned before, seal the affinity and trust in the business relationship.

The use of offline marketing in B2B communication in the business-digital environment also encompasses the use of raffles for those potential business partners who visited a marketers brand's booth (the raffle being drawn upon the user visiting the affiliate site and, thus, aiding the process of acquiring a potential affiliate). Affiliate programs have even handed out branded debit cards to help affiliates attain their hard-earned commissions in a simpler way. From the hand of the affiliate manager to the hand of the affiliate, trust is laid down for an online business partnership.

"The use of offline marketing can help to engineer a better presence in both consumer and business-digital relations, and marketers who understand this complete marketing strategy will profit over those that don't."


David Ogilvy (the late advertising guru) once said, "Every advertisement should be thought of as a contribution to the complex symbol which is the brand image". This said, there is no doubt that companies who use both online and offline advertising methods will enjoy the fruits of their labour as, at the end of the day, consumers all need to voyage out of the cyber realm that they inhabit. Should a marketer be smart and calculated enough to catch the consumer when they least expect it, as well as interacting with them, they will increase the brand's presence, image, revenue and, ultimately, the brand's personality.
 
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