Isn't Anyone Using Offline Marketing Anymore?

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Every RSS feed, every blog post, and every marketing-related article I’ve read lately is all about social media! Isn’t anyone using offline marketing anymore? You know…. the mix of “other” tactics you use to reach your marketing objectives?

Of course, I think social media is an amazing tool – as part of an overall marketing strategy. Goodness knows, it’s not the only game in town. If it were, we’d be posting, tweeting, and blogging all day, ad infinitum. But, realistically, we would probably reach only part of our target markets, or, reach them on a part-time basis.

Although the more traditional marketing techniques have suffered with the advent of Web 2.0, they can be very valuable elements of an integrated marketing communications campaign. Many market segments are still responding exceptionally well to traditional print (newspaper, magazine, trades), direct mail, public relations, outdoor, radio, and television. When these channels are added to online tactics, you can increase the likelihood of getting your messages out.

Sure, social media adds a two-way dialog that offline channels can’t. But, when you mix select offline and online tactics together, amazing things can happen. Each touchpoint can contribute to building an overall impression or call to action. You never know which one will be the final trigger that moves someone to respond. That’s where testing and tweaking come in.

So, tell me. Are YOU using offline marketing? What types of tactics and channels are working? How are you integrating and mixing them together?