Without a doubt, the internet has had the greatest impact on the marketing industry. Years ago, most businesses looked to marketing agencies to promote their products and services by traditional mediums like television (if your business could afford it), radio and press/print media. However, since the advent of the internet and the explosion of development from web 1.0 to web 2.0, digital marketing is fast taking over as THE advertising medium of choice.
Many businesses have reacted to the digital revolution and employed online marketing agencies to manage their paid search, search engine optimisation and social media marketing. At the same time, they have continued to work with offline specialists to manage the more traditional mediums. But this knee-jerk reaction to online advertising raises the question – do we need to separate our efforts into offline and online advertising?
Some would argue that offline media is dead, largely due to its lack of measurability, direct targeting and responsiveness to changes in business direction. This, of course, is an exaggeration; print advertising still has a big future and its ability to target consumers based on interests, tastes and key demographics. However, a recent trend has argued that the concept of digital marketing as a separate and distinct entity has also died. Is this valid?
In truth, the latter argument carries more sway if you look from an important marketing perspective – consistency in your marketing strategy. From this day forward, businesses should not be looking to have separate agencies working on their specialism, whether it be offline or online. Integration and cooperation is the way forward and regarding promotion as either offline or online is no longer valid. However, working with specialists or the best agencies is still important.