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“What’s the most effective way to reach my target audience?” Marketers have been asking this question since horse-and-buggy days, and there are more options now than ever before. In the 20th century, marketing methods included magazine and newspaper ads, direct mail, catalogs, door-to-door flyers, community events, and a number of other alternatives. With the advent of the Internet, social media and mobile apps, choosing a marketing medium has become even more difficult. The number of options seems endless, and no one wants to waste money on a campaign that fails to produce results. However, with a logical, organized approach to this challenge, you should be able to combine your offline and online efforts to achieve success.Message First, Medium Second Before you decide how to send out your message, you need to decide what that message will be and what you want it to accomplish.
One way to check your results is to create specialized landing pages for various marketing efforts. For example, if your campaign is advertising Fabulous Candy Bars, you may send out an email encouraging people to visit FabCandyBar.com for a coupon for a free candy bar. In-store displays may list FabCandyCoupon.com as the place to visit. By comparing the number of visits to each URL, you can determine which one produces better results and adjust accordingly.
While online marketing is certainly here to stay, there will always be a place for offline marketing as well. Learning how to use them both together to create integrated campaigns will pay big dividends.