Is Offline Marketing Dying? No and Here’s Why

Pravin Chandan
3 min readNov 25, 2022

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Today, most of the world is connected through technology and the internet. And with that, comes the growing need to reach out to consumers in a more personal way.

The problem with today’s digital landscape is that consumers are now constantly bombarded by information, advertisements, and other social media posts. Online marketing has become so ubiquitous now that many businesses have been adopting different strategies to reach their customers without being online all the time.

These offline strategies include various marketing initiatives such as outdoor advertising, trade shows, and events, radio ads, and even in-store promotions. This article explores why marketers should not be afraid of offline marketing strategies, how they can help your business expand beyond the digital world and why it’s here to stay for good.

What is offline marketing?

Offline marketing, or in other words “Out of Home” (OOH) advertising, is any marketing strategy that takes place outside of digital environments such as social media, email, websites, etc. The most popular forms of OOH advertising include billboards, bus stops, outdoor boards, etc.

When it comes to the types of marketing most effective, studies have proven that you are guaranteed to outperform digital marketing strategies, with an average increase in sales of almost 120%.

Why you should be afraid of offline marketing strategy

Simply put, offline strategies solve the problem of “dead time.” Beyond the digital landscape, there are no distractions and a business can more effectively reach their customers, whether it be via OOH ads, in-store promotions, or even physical signs placed at strategic locations.

With more people moving online, and spending less time in the real world than ever before, the need for a more effective means of communication is growing. The opportunity for marketers who choose to incorporate offline strategies is huge.

Examples of how offline marketing works in business

There are many examples of businesses successfully expanding their presence offline to reach more customers. Dunkin’ Donuts, a leading donut brand in the US, decided to use OOH ads to help boost sales.

They decided to promote their product using signs placed on poles around Boston, MA. The signs featured Dunkin’ Donuts’ logo, along with the message “Boston. New Taste.” The strategy worked. According to Dunkin’, customers driven by the OOH ads were more than happy to try new donuts, and Dunkin’ saw a 22% increase in sales, as compared to the same period the previous year.

How to incorporate offline marketing for your business?

Before you go and invest in billboards, bus stop banners, or any other form of outdoor advertising, it is important to remember that it takes time and money to create these ads. The best way to start is to first assess your current marketing strategies and determine where you can improve. Once you have identified where to make improvements, you can then go ahead and look into different forms of offline marketing to see if it fits your business.

Once you have your strategy, you will need to put in the hard work to make it a success. That means creating meaningful ads, organizing the delivery for them and monitoring their impact.

Conclusion

The world is now connected through technology and the internet. And with that, comes the growing need to reach out to consumers in a more personal way. The problem with today’s digital landscape is that consumers are now constantly bombarded by information, advertisements and other social media posts.

Online marketing has become so ubiquitous now that many businesses have been adopting different strategies to reach their customers without being online all the time.

These offline strategies include various marketing initiatives such as outdoor advertising, trade shows and events, radio ads and even in-store promotions. This article explores why marketers should not be afraid of offline marketing strategies, how it can help your business expand beyond the digital world and why it’s here to stay for good.

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Pravin Chandan

I have had a career in marketing that spanned over two decades. Now, I am here to share the learnings from my experience with young marekters