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Online Versus Offline - What’s in your Plan?

Submitted by Mitch Seigel on Tues, 5/15/2012

I was at a breakfast meeting on Friday with about fifteen other 20+ year marketing veterans. In talking with one of the other members of the group, it struck us funny how the term online has taken such a strong hold in today’s vernacular, that is has deemed the basis and beginnings of all marketing as ‘offline.’

While offline in most industries may define ‘out of the ordinary,’ in marketing, it actually is referring to where the lion’s share of the dollars are still placed, as well as where the most concrete results can be accurately traced.

Online marketing capabilities have opened the possibilities to a frenzied level. If you are starting a business or re-calibrating an existing one, you better be analyzing both online and offline. Putting all your eggs in one basket may result in the quick destruction of a very good vision.

Integration is one of the keys to success in developing a marketing plan. The other is making sure the integration of channels you select is appropriate for your business. Easier said than done, but it is very much worth understanding and taking time to develop.

So is the base of marketing options offline or is it actually the original online! I suppose it depends on the company you keep and who’s talking. When I’m with a group of 20+ year marketing veterans I believe it’s the original online. You’ll have to be the judge for yourself.

What are your challenges when it comes to developing a marketing plan? I look forward to hearing your comments. Until next time …