This article is really to give you an understanding of the offline business marketing world and how it has now transformed to the online business marketing world. Come with me on a short journey from back in history to modern day and into the future.
Offline Business Marketing:
The world of offline business marketing is soon to be become redundant. Since advertising first began, smart business owners were always on the lookout for that something new that was going to give them the edge over their competitors.
In the beginning there was word of mouth advertising. A vendor sold a product or service to a customer who then went out and spread the word to his personal circle of influence. Word of Mouth Advertising in those days had only two possible endings. One, a positive referral was made that resulted in more customers and more sales. Secondly, a negative referral was made and that resulted in less customers and less sales.
Obviously, knowing the importance of their only advertising medium, good vendors looked after their customers especially well and were rewarded in return. As in today’s modern business, those that didn’t look after their customers suffered the penalty that followed.
Clever vendors then moved on to Poster advertising. Posters were placed strategically around the areas promoting their products and services. Now they had two modes of advertising. Those that didn’t look after their customers so well, were now able to exploit the Poster advertising strategy. The better the Poster, the better the results of bringing in customers and making more sales.
And so the world of advertising and marketing began. Now since those days we have had a host of other marketing and advertising strategies come and go. Some lasted longer than others, while some were so brief they blew out with the next gust of wind.
I won’t go in to all the mediums that we have seen over the many years. The important thing to note is this, THERE WERE CHANGES. Those that moved with the changes were able to stay ahead of their competitors, those that didn’t took so long to pick up the change that they lost fortunes in their business or lost their businesses completely.
Today’s world still has a great deal of off line marketing and advertising. Television, radio, newspapers and magazines would have to be the main form of media used. And in the main, successful for those businesses who have the thousands if not tens of thousands of dollars to pour in to their advertising.
Large multinational corporations have had offline marketing campaigns that ran in to the millions of dollars and obviously their return on investment had to remain high for such commitments to continue.
What about the small and medium enterprises? What do they pay in advertising and marketing? What is their return on investment? Well let me tell you, they are the business models that are struggling and close to collapse.
Why? Because they are continually paying for advertising and marketing campaigns that are useless.
Here’s an example:
If you are a small or medium business, ring your local newspaper and ask to place an ad in the Classifieds Section. What will you get? You will get a consultant on the other end of the phone who will ask what Category you wished to be placed in, how many lines or lines and columns you wish to include.
You will be asked to read your ad content and they will check the spelling, and how you want it to look. You agree and that’s it. Do you get to look and preview your ad? You can look and make one minor change, that’s it. You then pay for what you get.
There is no consultation about your marketing strategy, your target market, your product or anything that will help give you an edge over your competitor. The consultants are not marketing specialists, they are telephone specialists who fill in a form.
Your ad comes out in the newspaper and you don’t like it. Bad Luck, that’s what you get.
Cross that over to “The Yellow Pages” advertisements. Depending on the size of the ad, which also means the amount of money you are going to spend with them, dictates the amount of help you receive. Now understand this, the average consultant in “The Yellow Pages” is not a marketing specialist. They specialize in “selling advertising space”.
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