Chocolate, Vanilla, or Swirl: The Debate Between Online and Offline Marketing

Cone or cup. Rent or buy. Hire or outsource. Fund or cut. Clearly, there are times when you have to choose one thing at the exclusion of another.

But, that’s not always the case.

And, contrary to what others may lead you to believe, marketers today shouldn’t be struggling to decide between online or traditional marketing practices.

Quite simply, this is not one of those classic “either/or” propositions. Instead, the key to marketing success these days is to develop a productive mix, to strike an effective balance, between digital and more traditional “offline” tactics. Right now, it’s more important than ever before to integrate messaging across a variety of channels so that you offer a seamless, compelling experience –wherever your customers and prospects are, and whenever they choose to engage.

I am not debating that digital marketing offers tremendously valuable opportunities to reach out to and connect with consumers. In fact, when Aprimo polled hundreds of marketing professionals who attended Online Marketing Summit events over the past few months, we found that, not surprisingly, 62 percent are increasing their spend for online marketing. It makes great sense. Digital is more cost effective, easier to measure and satisfies instant gratification – for our online audience, as well as for us as marketers.