Welcome, Future Digital Marketers! Offline digital marketing course mainly involves marketing through electronic devices that do not require internet connections.
Can you name such devices? They are:
- Telephone (not smartphone)
That said, what other digital marketing is there? There’s plenty, actually.
There are four big categories of offline digital marketing:
Enhanced Offline Digital Marketing
This is a form of marketing that is entirely offline but enhanced with electronic devices.
For example, you must have used iPads in McDonald’s to order your Happy Meal. Your offline experience of eating the burger is enhanced with this electronic device. People have utilized electronic media to augment their marketing strategies for years.
What is the difference between a billboard in the desert of Africa and a billboard in New York City’s Times Square?
Dimensions? Colors? Products?
No, it’s a three-letter word: “LED,” better known as Light Emitting Diode. All of the billboards in Times Square are electronic and pretty advanced! Why? Because in the Sahara Desert, no one is actually competing with you for people’s attention. You win if you have a billboard at all.
But in Times Square, people’s attention is probably more valuable than anywhere else in the world. Over 360,000 people cross through it each day. Some of them are even interactive, thanks to Artificial Intelligence! Retaining a Billboard Space on Times Square for a year will set you back a whopping $1.1 to $4 million.
Radio Offline Digital Marketing
Over 100 years have passed since that original first live broadcast of the opera performance at the Met, and guess what – old-school radio is still here!
Some facts about radio Offline Digital Marketing:
- Radio still reaches 85% of the US population every week.
- Listeners listen 2 hours per day, on average.
- 40% of all radio advertising expenses worldwide come from the US.
- About half of the population of the US listens to internet radio at least once a month.
Now, while profits might have shrunk, radio is not dead yet.
OTT and streaming services have taken upon radio, and they are doing what most podcasts do: advertise at the beginning of songs and shows. Since social media is the marketing darling these days, it is fairly easy to find a local radio station, get on a show, be interviewed, or negotiate a deal with them.
Television Marketing is such a boomerang Offline Digital Marketing; it’s likely never to go away. It is also easily the industry where the most money is burned each year.
TV plays a significant role in creating impressions, and it is also vital for this purpose. With consumers trusting TV ads an average of 15 percent more than online video ads, this medium still resonates with people as a validator of trust.
TV marketing can be categorized into two units:
- Marketing through TV Commercials
You might come across hundreds of TV ads while watching just for an hour. But how many of those advertisements do you truly recall? This is what great companies are behind! To leave their image in your eyes and brains through TV commercials.
By the way, do you remember the above Old Spice’s ad?
This is an outdated stream of TV Offline Digital Marketing. Long gone are the teleshopping channels and ads where people persuaded you to buy the products on display by contacting their toll-free numbers. This type of marketing truly paved the way for online shopping and created trust in the minds of early consumers. Have you teleshopped?
As the name suggests, Offline Digital Marketing through your phone with or without the internet is phone marketing. We all know smartphones have become more than an inevitable part of our lives, but we still do not realize this and give it nearly enough credit.
There are two apps that are grossly underestimated, yet they are on every phone, smart or not!
Calling and Texting Offline Digital Marketing
Cold calling is the act of calling a person with no prior contact and trying to sell them something.
While at roughly 3 sales per day, it does not have the scalability of social media or email; it is still a valid approach to marketing. This tactic works but does not scale very well when selling to end customers. What works even better is marketing through texting. It’s like an app that everyone has on their phones. Can you guess the movie above, which mostly revolves around cold calling? Wink, wink!
Whether it’s online or offline, a text message is nearly always read. SMS Offline Digital Marketing involves sending promotional campaigns or transactional messages through text messages (SMS) for marketing purposes. These messages are typically used to convey time-sensitive offers, updates, and notifications to individuals who have given their consent to receive such messages from your business.
Since 98% of all text messages are opened, and 90% of them are opened within 3 minutes of arrival, text messages are also a great opportunity to promote a giveaway that you’re doing. Happy marketing, future digital experts! Don’t miss previous module of Introduction to Digital Marketing for Beginners in 2023