09 Jan

Can Social Media Marketing Completely Replace Offline Marketing?

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Social Media And Offline Work Best Together Social Media And Offline Work Best Together Picture Source: Likeable.com

I was on LinkedIn not too long ago when the question that came up referred to the need for offline marketing.  I was taken a little bit aback by this question because I don’t believe that there is an end all be all to marketing.


For one business television may work the best and for another it may be print.  For a third it may just be social media marketing that does the best job. The question I had was are these companies that are asking this question working in a vacuum?  Can you truly say that there is no need for offline marketing if you haven’t tried it or if you are doing both simultaneously.  It would come down to testing one medium versus the other before being able to make a decision like that.


I believe, and you social media marketers out there don’t kill me, that there is a place for both and even more strongly suggest that both be done. By both I mean online and offline marketing.  Yes, you may have a lot of customers in your demographic that are using social media exclusively (doubt it but it could happen) but you may also have a secondary demographic that is reading a magazine or watching television.


For most small business the notion of buying ad space on television is out of the question because of cost and I cannot argue that point and television advertising is very cost prohibitive but that doesn’t mean you shun all offline marketing.  If you are a national business then you should know what markets buy more of your products and focus your energies on getting on the radio, into local publications or sponsor a local event.


If you are a local business then knowing what your clients do when they aren’t using your product is a key and then launching a marketing campaign to target those areas is what is going to help you product results, and that may not include online marketing.


When I think of marketing I think of a well rounded campaign that has tentacles into various areas of both online and offline.  In addition to that it is about digging deeper into those mediums as well.  Not every social network is going to produce the same results so digging deep to find out which network produces the best results is going to be a key to producing a revenue producing campaign.


When you decide on which medium to choose whether it is online or offline I suggest that you incorporate both.  Testing is the key to a successful campaign and unless you are leveraging both how will you know which is the best for your business?

Last modified on Tuesday, 21 January 2014 05:01
Jason Bahamundi

Jason Bahamundi is a marketing specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas.  An MBA graduate from Iona College in New Rochelle, NY with a BS in Marketing from SUNY-Oswego Jason started his career in marketing in the television industry creating marketing plans for Fortune 500 companies including Pfizer, Clorox, Kraft and Darden Restaurants to name a few.

Jason is not only a marketing professional, but also an Ironman triathlete, which is to say that he knows no limits.  Being able to be creative on the fly is one of his assests and has benefited him and his clients along the way.

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