The Use Of On and Offline Media To Boost Online Profile
February 20th, 2009 by Susie
We live in the new world where instant communication has become the norm. Everyone and his aunt have websites today. New words have been coined such as blogosphere, podcast and web crawlers. Everyone has embraced email and social networking and it is a fact that the online marketing industry has taken the world by storm. People readily agree that they turn to the Internet more often to even look up telephone numbers and online shopping is everyday now. Where does this leave traditional media in this new electronic world and does it have a role to play still in your online profile?
Two halves form a full service
One of the goals of internet marketing is to improve the brand awareness of your company. Your aim is to have people immediately think of your business when they see or hear advertisements or think about products that you offer. It is wise to make use of all forms of media to expose your brand to the widest possible audience.
This means offline media is a valuable resource that should not be neglected. While online media is instant, the benefit of offline media is that it is longer lasting as people read printed publications long after initial publication. Online press releases which can be printed out and distributed in the physical world too can have great value.
Radio and television are two other offline forms of media that brings benefits and can boost your online profile significantly. Images can be used to great effect in offline media, except for radio broadcasts. Visual imagery has great impact and people will remember your business and products. Printed trade magazines form another source of offline media that boosts online profile and has a highly targeted audience to be used to the advantage of your business.
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Totally agree that we need to capitalize on both online and offline media in brand promotion. They both have their pros and cons, especially in a world that’s so saturated with the online.
However, I think that it’s important to not pigeon-hole media as exclusively online or offline, but to consider the potential of bridging the divide. We’ve been thinking about this a lot with respect to our work in building online communities for brands.
I think that ideally, online communities should work offline if they are to truly maximise their reach.
We wrote a bit more about this here, if you’re interested at all:
http://blog.freshnetworks.com/2008/12/your-online-community-should-work-offline-as-well/
Rhian James
FreshNetworks