The following are 3 quick angles on the role that traditional – or so-called offline – marketing could play
1) Contextual Ads
Yes, contextual ads are as impactful offline, as online. The below ad by BMW to counter Audi says a lot about the way you can do that.
As we know, it takes a long time to rank organically with search engines, if you are a relatively new brand. So a good tactic is to utilize offline advertising to push search online (by as much as 67% approx – based on a study done by iMetric) and an effective combination of SEO and PPC will ensure that you are prepared for the influx of visitors.
3) Second Screen
Most of us, and certainly Digital Natives, are using their smart phone while watching TV, or consuming offline media. Check how this can further be leveraged.
I wonder if there’s a tipping point we can arrive at for offline? I make reference here to Malcom Gladwell who wrote a book about this. Maybe we can reslove the age old question of which half of offline advertising works as commented by John Wanamaker
Half the money I spend on advertising is wasted; the trouble is I don’t know which half
Any thoughts? Or additional references to share?