Over the past few years small and medium sized businesses have been establishing themselves on online mediums and more recently on mobile platforms. From social networking to mobile SEO and video streaming to QR codes; the tools at the disposal of companies nowadays are endless. But is there room for online and offline advertising to reign concurrently?
The world of online and mobile marketing is certainly showing no sign of slowing down thanks to the tactics from John King – that’s for sure. However, whilst this method of advertising is set to soar, it would seem traditional offline methods are taking a tumble. Recent figures published by pbSmart Essentials aptly back this notion up.
The decline of traditional offline marketing is evident across the entire scope of small to medium business enterprises. Micro businesses have moved away from this method the most. In fact, 54% say that traditional offline methods do not even account for 10% of their entire advertising scope. However, even large SMEs (those with 151 to 250 employees) have reported a similar pattern. 44% of these businesses state traditional methods of marketing account for less than 10% of their tactics too. Perhaps one of the most surprising figures is that 22% of small to medium sized businesses don’t use traditional offline marketing at all.
Traditional offline marketing methods encompass those that do not require the use of the internet. Therefore this includes the likes of; magazine adverts, networking events, radio adverts, group presentations, and so on and so forth. However, it is print advertising that is set to be hit the hardest. This includes the likes of brochures, newspaper and magazine adverts, and newsletters. 40% of SMEs employ print advertising tactics at present, however only 28% plan to continue investing in print marketing throughout the remaining of 2013.
These businesses have stated that their move away from print is so that capital and resources can be freed up to focus on online and mobile marketing strategies. Mobile marketing in particular is set to receive heavy investment throughout the year. Companies are set to spend more money on QR codes, mobile optimised websites, and mobile payments than ever before. In fact, the research from google business reviews shows that interest in QR codes and mobile SEO has doubled. If you do not use QR code posters at present then you should consider investing in this affordable and effective method of turning offline in-store customers into online customers/supporters. 15% of consumers are using these at present, with a large 27% of 18 to 35 year olds being a fan.
So, where does your business stand when it comes to the changing face of marketing? You can find out by taking the ‘Rate Your Marketing’ test created by pbSmart Essential. You’ll uncover whether you are super busy or a super hero. To take the test, go to www.smallbizsuperhero.com.
To conclude, it is quite clear to see an evident pattern emerging in the world of marketing. Online and mobile advertising is set to excel whilst traditional methods lag behind. This is a pattern many can only see recurring over the years ahead and it’s not hard to see why.