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The importance of combining both online and

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The importance of combining both online and offline advertising for online businesses The internet is a huge business and its constant and significant growth attracts more and more businesses to be online. In 2004, online sales reached $117 billion (www.comscore.com with more than 812 million internet users (www.internetworldstats.com/stats.htm). All these internet users are potential customers and it is essential to exploit such an opportunity. However promotion is crucial, not only to increase traffic. A basic principle is: if people do not know you, they can not buy anything from you. With the incredible increase in the number of existing websites, it is likely that you may not be noticed. The internet not only gives you the opportunity to sell online, it also enables to advertise online and the advantages are numerous. However, there is a trend to forget offline advertising and its benefits as it is generally more expensive, indeed not affordable, especially for small businesses. This paper deals with the importance of integrating both online and offline advertising when running an online business in order to run an effective campaign which will generate traffic, sales and increase profits. ...read more.


Media such as TV is also considered as a prestige media. Another reason why integrating those two methods is that they don't have the same impact on the AIDA process. Every marketer knows the AIDA concept about consumer decision-making process which stands for creating Awareness, Interest, Desire and finally Action. Each one leads to the other (there is a flow from being unaware to being aware, then followed by an interest in...). The aim of communication is to make the potential customers move through these four steps thus resulting in the purchase of the product or service in a shorter time period. The two methods achieve this goal but not with the same effectiveness. In terms of creating awareness, offline advertising is more effective than online advertising. Creating awareness consists of catching people's attention without any intention from their part. It is easier to do with traditional advertising as they are present everywhere in the people's environment. With online communication, initially people only see the advertising in the specific environment of the internet and then they may not notice it as they pay attention to something else or are bothered with it. ...read more.


This is in favour of the online promotion. However, people are not all internet addicts and most of them still spend time outside, or in front of the TV, or listening to radio. It is important to target those people who could be nevertheless interested, internet users but not internet addicts. Mass media can attract part of a segment market not reached by online advertising The use of the two methods enables a company to target a specific segment which is its primary group (the main target group) and secondary group (the periphery of the main target group). In conclusion, combining online and offline advertising have a lot of advantages. A company stands a better chance in achieving its goal as each method has its own strengths and a company should focus on how to use them the most effectively. The two methods have weaknesses as well but as they are complementary, the weaknesses of one method could be offset by the strengths of the other in the decision-making process. Finally the integration of the two methods enables a wider approach as well as reaching and attracting potential customers you might otherwise not consider. A last point to underline is however that there must be coherence in the way the two methods are used in order to be perfectly effective. ...read more.

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