The world has changed – as it always does and we in business must keep up if we want to be successful (no matter how we define success for us). Offline marketing has become online marketing – or has it? Do you need both? I think so.
Technology has REALLY changed. I remember (I’m 63 now in 2013) co-owning an Apple computer dealership in the 1980s and a conference company in the 1990s where we held events for people who used what were then called hand-held computers (PDAs). We were always at the “bleeding edge” of technology (just before the “leading edge” – always in the red and not making money but always the first to know about things).
When we had the computer dealership we had:
- one of the first fax machines (as big as a small photocopier but with very few others having one and therefore no one to send things to),
- one of the first cell phones (the battery for this was the size of a car battery and the handset like that of an “older” phone
And when we ran the conference company we were:
- one of the first to use the internet to market with our “email blasts” which were formerly “fax blasts” (some people had email addresses but most companies didn’t have websites yet)
Times continued to evolve and with this came what was then a revolution (we even produced a print booklet called A Revolution in the Making which in 1984 took 6 weeks to produce even though we had the latest desktop publishing software at that time) that caused all of us to transform ourselves and our thinking.
In fact my nephew who is 23 now and studying at Ryerson University and producing art by paint and on computer, films on his Macintosh and photos with his digital camera and his cell phone is a great testament to this transformation. He is of the generation who grew up with and used all technology. He even had access to my brother’s Macintosh when he was a baby.
(From left to right: my brother Phil, his son Jake – the one I write about here and my other nephew Josh who’s 30+ now and has been in the computer business since he was 17.)
But I digress
There are at least 6 ways in which online marketing is different from offline marketing and here they are. One just needs a computer, a hookup to the Internet and a browser such as Firefox or Internet Explorer.
- Speed – one can do EVERYTHING faster. Once you have set yourself up, input some data you can send it at the “touch of a finger”
- Cost – EVERYTHING costs less or is free (do you know of the book Free: The Future Of A Radical Price ) – audio and video production and even payment processing
- Reach – one can make contact (for free) with many contacts both locally and globally
- Measurement & Tracking – one can easily get access to key metrics with ad trackers, newsletter openings, website analytics etc.
- Easy to do marketing - one can “do it yourself” (if you’re not a technophobe AND have the time)
- “Abundant” information at your fingertips – with most search engines like google or Ask one can search for and find anything – anywhere in the world. Remember that this info has the caveat of buyer beware as does any info you find online)
How has this blog made you think – you “technophobes” who didn’t grow up with technology?
Here is access to the other post I wrote 13 Ways Offline and Online Marketing Are The Same
Compare the two and tell me what you think. I’m VERY interested in what everyone has to say!